Member Retention through Psychographic Segmentation

and Personalized Communication

Brent Walker EVP & Chief Marketing Officer c2b solutions

Casey Albertson President PatientBond

c2b solutions Background and Capabilities

c2b solutions Vision The c2b solutions tools, algorithms and applications will change how education,

wellness and healthy behaviors are delivered in the United States

It is not the population, it is the composition of the population!

➶  c2b has a deep knowledge of the Who, Why, What, and How regarding the health care consumer

➶  Segmentation and Targeting Tools

➶  Experienced Strategic Guidance

Play clip from interview on Worldwide Business with kathy ireland® https://www.youtube.com/watch?v=9SYGa0VIrmI

c2b Research Summary

United States, online sample of 4,878 and 4,039 individuals

National representative sample by age (18+), sex, region, and race

Jan 2013 and Jan 2015

Health Insurance Provider -

Satisfaction, Desired Benefits

Health Care Attitudes

Conditions Experience,

Current Medications,

OTC Attitudes

Health Care Reform

Attitudes

Sources of Health Care Information

& Media

Demographics Socioeconomics

Geography  

51 Health Conditions including…

•  Anxiety •  Diabetes •  Heart Disease •  Depression •  COPD •  Obesity •  Hypertension

 

Over 50 Million Data Points!

Why c2b uses Psychographics

*  Demographic & Socioeconomic Segmentation: Grouping people by gender, age, ethnicity, income, education, geography and other physical or situational characteristics

*  Behavioral Segmentation: Grouping people by their behavior (e.g., healthcare utilization behaviors tracked by a medical claims database, shopping behaviors tracked by a retailer’s loyalty card database)

*  Attitudinal Segmentation: Grouping people by shared attitudes and emotions about a given subject (e.g., how a consumer feels about preventative medicine or Health Care Reform)

*  Psychographic Segmentation: Grouping people by shared values, principles, beliefs, emotions, personality, interests and lifestyle

 

Deepest

Surface

A Deep Understanding of the Health Care Consumer is Required to Drive Behavior Change

5

There are Five c2b solutions Psychographic Segments (Shown as a percent of the U.S. Population)

Self Achievers (24%)

Balance Seekers (18%)

Priority Jugglers (18%)

Willful Endurers (27%)

Direction Takers (13%)

Self Achievers (24%) Self Achievers are the most proactive when it comes to their wellness, investing what is necessary toward their health and appearance.

Self Achievers may actually have health issues, but they stay on top of them with regular medical check-ups, health screenings, and research.

Self Achievers are task oriented, and will tackle a challenge if they are given measurable goals.

Balance Seekers (18%)

Balance Seekers are generally proactive in their health and wellness-oriented. Balance Seekers are open to many ideas, sources of information, and treatment options when it comes to their healthcare.

However, Balance Seekers themselves – not healthcare professionals -- define what success looks like in their health. Physicians and other healthcare professionals are useful resources, but not the only resources, for leading a healthy life.

Priority Jugglers (18%)

Priority Jugglers are very busy with many responsibilities. Because of all these responsibilities, Priority Jugglers may not take the time to invest in their own wellbeing and are reactive when it comes to health issues.

However, Priority Jugglers are very proactive when it comes to their family’s health and will make sure their loved ones receive the care they need.

Direction Takers (13%) Direction Takers believe their physician is the most credible resource for their healthcare needs. Direction Takers look to their physician and other healthcare professionals for direction and guidance because of their expertise and credentials.

Direction Takers are more likely to go to the doctor at the first sign of health concerns.

However, Direction Takers may not always follow a physician’s advice – not because they disagree with his/her recommendations, but because it is often difficult to work these recommendations into their routine.

Willful Endurers (27%)

Willful Endurers live in the “here and now” and believe there are more important things to focus on than improving their health for the future.

Willful Endurers are not necessarily unhealthy, but they do what they like, when they like, and do not change their habits. They are self-reliant and can withstand anything life throws at them, going to the doctor only when they absolutely must.

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Self Achiever Balance Seeker Direction Taker Priority Juggler Willful Endurer

GenPop 18-24 Hispanic Medicaid

The Psychographic Segments Appear Across Demographics

More Than 50 Health Insurance Company Attributes Analyzed

Whether Purchased, or Planning to Purchase, Health Insurance on Any Online Health

Insurance Exchange/Marketplace in 2015

Balance Seekers

Willful Endurers

Priority Jugglers

Self Achievers

Direction Takers

a b c d e

Yes 11% 21% acde

8% 14% ace

10%

No 89% bd

79% 92% bd

86% b

90% bd

Health Insurance Company Attributes (Extremely/Very Important)

Balance Seekers

Willful Endurers

Priority Jugglers

Self Achievers

Direction Takers

a b c d e

Annual premium is reasonable 92%

b 73% 91%

b 91%

b 90%

b

Co-pay is reasonable 89%

b 74% 91%

b 90%

b 91%

b

Has a good reputation 84% bc

71% 79% b

86% bc

84% b

Overall consumers’ rating of health care quality 76% bc

63% 69% b

81% abce

73% b

Offers prescription medication coverage options that meet my needs

83% b

71% 89% ab

90% ab

89% ab

Health Insurance Exchanges

Monthly Insurance Premiums Balance Seekers

Willful Endurers

Priority Jugglers

Self Achievers

Direction Takers

a b c d e Average price consider so expensive that would not buy

$376.24 $336.12 $460.94 abe

$434.11 abe

$359.68

Average price consider product getting expensive

$250.73 $223.27 $299.24 abe

$288.26 ab

$255.92

Average price consider product inexpensive and would consider a bargain

$126.04 $122.65 $150.78 ab

$155.74 ab

139.29

Average price consider product so inexpensive would doubt quality and not buy

$98.21 $125.95 a

$107.40 $135.38 a

$111.74

Federal or State Online Health Care Insurance Exchange/Marketplace Ever Visited

Balance Seekers

Willful Endurers

Priority Jugglers

Self Achievers

Direction Takers

a b c d e

Federal Exchange: healthcare.gov 26% ce

25% ce

19% 28% ce

18%

Massachusetts Exchange: Health Connector - 2%

ac - 2%

ac 1% c

Not Visited Any Health Insurance Exchange 65%

b 59% 77%

abd 63% 73%

abd

Whether Purchased, or Planning to Purchase, Health Insurance on Any Online Health

Insurance Exchange/Marketplace in 2015

Balance Seekers

Willful Endurers

Priority Jugglers

Self Achievers

Direction Takers

a b c d e

Yes 11% 21% acde

8% 14% ace

10%

No 89% bd

79% 92% bd

86% b

90% bd

Health Insurance Company Attributes (Extremely/Very Important)

Balance Seekers

Willful Endurers

Priority Jugglers

Self Achievers

Direction Takers

a b c d e

Annual premium is reasonable 92%

b 73% 91%

b 91%

b 90%

b

Co-pay is reasonable 89%

b 74% 91%

b 90%

b 91%

b

Has a good reputation 84% bc

71% 79% b

86% bc

84% b

Overall consumers’ rating of health care quality 76% bc

63% 69% b

81% abce

73% b

Offers prescription medication coverage options that meet my needs

83% b

71% 89% ab

90% ab

89% ab

Monthly Premiums: Van Westendorp Price Sensitivity

Monthly Insurance Premiums Balance Seekers

Willful Endurers

Priority Jugglers

Self Achievers

Direction Takers

a b c d e Average price consider so expensive that would not buy

$376.24 $336.12 $460.94 abe

$434.11 abe

$359.68

Average price consider product getting expensive

$250.73 $223.27 $299.24 abe

$288.26 ab

$255.92

Average price consider product inexpensive and would consider a bargain

$126.04 $122.65 $150.78 ab

$155.74 ab

139.29

Average price consider product so inexpensive would doubt quality and not buy

$98.21 $125.95 a

$107.40 $135.38 a

$111.74

Federal or State Online Health Care Insurance Exchange/Marketplace Ever Visited

Balance Seekers

Willful Endurers

Priority Jugglers

Self Achievers

Direction Takers

a b c d e

Federal Exchange: healthcare.gov 26% ce

25% ce

19% 28% ce

18%

Massachusetts Exchange: Health Connector - 2%

ac - 2%

ac 1% c

Not Visited Any Health Insurance Exchange 65%

b 59% 77%

abd 63% 73%

abd

Attitudes Remained Constant for the Segments in Both 2013 and 2015 - Validating the Power of the c2b Segmentation Model

c2b      Study  

 The  c2b  Segments  Held  Constant                                          Between  the  2013  and  2015  Studies  

Balance  Seeker    

Willful  Endurer  

Priority  Juggler  

Self      Achiever  

DirecGon  Taker  

2013    My  doctor  is  the  most  credible  authority  for  my  health      &  wellness  needs   19%  (34)   48%  (86)   64%  (114)   76%  (136)   86%  (154)  

2015  My  doctor  is  the  most  credible  authority  for  my  health      &  wellness  needs   22%  (39)   48%  (84)   67%  (118)   81%  (142)   90%  (157)  

2013   I  consider  myself  a  "couch  potato"   13%  (59)   36%  (164)   22%  (100)   10%  (45)   29%  (132)  

2015   I  consider  myself  a  "couch  potato"   12%  (48)   37%  (148)   25%  (100)   16%  (64)   31%  (124)  

2013   I  don’t  let  being  sick  get  in  the  way  of  my  work   68%  (121)   48%  (86)   83%  (148)   47%  (84)   45%  (80)  

2015   I  don’t  let  being  sick  get  in  the  way  of  my  work   73%  (118)   52%  (84)   82%  (132)   57%  (91)   44%  (71)  

2013   I  am  successful  at  maintaining  healthy  nutriIonal  habits   66%  (140)   27%  (80)   39%  (98)   73%  (155)   32%  (68)  

2015   I  am  successful  at  maintaining  healthy  nutriIonal  habits   67%  (142)   38%  (81)   46%  (98)   74%  (157)   36%  (76)  

2013   I  do  whatever  my  doctor  tells  me   26%  (53)   43%  (88)   51%  (104)   65%  (133)   71%  (145)  

2015   I  do  whatever  my  doctor  tells  me   29%  (57)   47%  (92)   51%  (100)   67%  (131)   71%  (139)  

c2b solutions in Action

Healthcare Consumer Case Studies

Online OTC & Personal Care Store

RESULTS Baseline +6 months Average Basket:

$33.51 $43.99

% Open 22.8% 20.6% Visit-to-Order 3.1% 10.1%

Before   AHer  

3X visits driving 30+% increase in total basket purchases

Case Study: Employer Wellness Program Background •  Self-insured Fortune 10 Company

•  ~ 4% of their employees are driving 52% of their healthcare costs

•  Initiated a comprehensive, high-touch program targeting this population

•  The 12-week, on-site program provides a combination of health screenings, health education, and health coaching

Project •  Integrate the c2b Classifier into the the Program’s Screening and enrollment

Process

•  Assess similarities and differences between segments (general population) and the employees

•  Assess the potential of applying c2b’s Consumer Insights on screening attendance, sign up, and program participation

Case Study: Employer Wellness Program Results Among the employees who showed up for the sessions:

•  Overdeveloped among Balance Seekers and Self Achievers (expected) •  Underdeveloped among Willful Endurers and Direction takers (expected) •  Willful Endurers and Direction Takers are more likely to be eligible for Program (expected)

27%

19% 18%

27%

11%

22% 24%

18% 20%

16%

0%

5%

10%

15%

20%

25%

30%

Balance Seekers Willful Endurers Priority Jugglers Self Achievers Direction Takers

Company "X" Vermont Plant

Eligible for Program

Results (continued)

•  Willful Endurers are the most likely to enroll in the program once they received the enhanced coaching offering

 

Formula for Follow-on Success: How we’ll do

1.03%

1.16%

0.91%

0.83%

1.01%

0.75% 1.00% 1.25%

Balance%Seekers%

Willful%Endurers%

Priority%Jugglers%

Self%Achievers%

DirecBon%Takers%

Index%Enrolled%

•  Among first time attendees, and despite opportunities for improved execution, closure rate on candidates increased from historical 52% to 70% (+18 pt increase)

52%$

70%$

0%$ 10%$ 20%$ 30%$ 40%$ 50%$ 60%$ 70%$ 80%$

Average$A2endee$Enrollment$

A2endee$Enrollment$Using$c2b$Classifier$

Closure$Rate$

c2b Consumer Classifier

Balance Seeker 18%

Willful Endurer 27%

Priority Juggler 18%

Self Achiever 24%

Direction Taker 13%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

I know what I should be doing to be healthy, but I don't make

my health a priority

I consider myself a "couch potato" I have an unhealthy lifestyle, I

just can't change my habits

17%

13%

6%

34%

22%

18%

46%$

36%$

32%$

14%

10%

7%

34%

29%

18%

DISENGAGED$

Segment 1 Segment 2 Segment 3 Segment 4 Segment 5

0%� 10%� 20%� 30%� 40%� 50%� 60%� 70%� 80%� 90%� 100%�

I actively take steps to prevent illness�

I am already healthy but I take steps to be even better �

I'll spend whatever it takes to be healthy�

Segment 1 � Segment 2 � Segment 3 � Segment 4 � Segment 5 �

c2b Insights Accelerator

c2b Consumer Diagnostic Patient Engagement

Software

Targeted Marketing

Models

Strategic Decision Making

Compliance / Adherence

Member Acquisition /

Retention

Patient Navigators

Member Satisfaction

30-Day Readmission

Disease Management

Member Satisfaction

Member Communication

(Inbound)

Case Management

Member Communication

(Outbound)

Enhancing Your Health Care Consumer Engagement Efforts

7

c2b Consumer Classifier

Balance Seeker 18%

Willful Endurer 27%

Priority Juggler 18%

Self Achiever 24%

Direction Taker 13%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

I know what I should be doing to be healthy, but I don't make

my health a priority

I consider myself a "couch potato" I have an unhealthy lifestyle, I

just can't change my habits

17%

13%

6%

34%

22%

18%

46%$

36%$

32%$

14%

10%

7%

34%

29%

18%

DISENGAGED$

Segment 1 Segment 2 Segment 3 Segment 4 Segment 5

0%� 10%� 20%� 30%� 40%� 50%� 60%� 70%� 80%� 90%� 100%�

I actively take steps to prevent illness�

I am already healthy but I take steps to be even better �

I'll spend whatever it takes to be healthy�

Segment 1 � Segment 2 � Segment 3 � Segment 4 � Segment 5 �

c2b Insights Accelerator

c2b Consumer Diagnostic Patient Engagement

Software

Targeted Marketing

Models

Gamification

Activating Members

✚  Patient and Member Engagement is critical in improving the health of populations and managing chronic and episodic care.

✚  The current Engagement market utilizes one-size-fits-all solutions to reach out to patients

and members, minimizing impact and building concerns about alert fatigue.

Patient and Member Engagement – A Missed Opportunity

95% Percentage of health leaders who identify patient engagement as very important in transforming healthcare National eHealth Collaborative

21% Increase in medical costs of patients with the lowest activation scores as compared to those with the highest scores Robert Wood Johnson Foundation

12.5% Reduction in hospital admissions among patients with enhanced decision-making support through technology and coaching Robert Wood Johnson Foundation

0.8% Response rate for email advocacy messages. SMS advocacy messages had a 4.7% response rate Harvard Family Research Project

PatientBond powered by c2b

connect target understand engage impact

analyze and adjust

Unique Consumer Profiling Capability- detailed understanding of healthcare consumer behavior and levers to drive impactful engagement

Flexible Communications Platform- Text (SMS), email, IVR, telephony, instant messaging, etc.

Configurable Workflow- Highly flexible to adjust for specific communications objectives and consumer engagement profiles

Intelligent Processes- Data capture, real-time feedback loops and analytics reports

Intelligent and context-based communications drive individual engagement

Use-Case Focus readmission avoidance

open enrollment

member/patient survey

appointment reminder

medication therapy

management

health reminders

discharge instructions

population health

management

provider marketing

deductible reminders

medication adherence

disease management

✚  Flexibility of PatientBond workflow powered by c2b classifier capabilities supports a broad range of use cases across the health care industry.

✚  The Initial client deployments are showing success in appointment reminders, wellness initiatives, complex case management, medication adherence and health reminders.

Client Results- Provider Example

16.7% 17.6% 18.0%

16.9%

14.2% 14.6% 14.1% 13.4%

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

14.0%

16.0%

18.0%

20.0%

Apr-15 May-15 Jun-15 Jul-15 2014 No Show Rate 2015 No Show Rate

✚  Deployed system in April 2015 ✚  Subsequently refined

messaging workflow to increase impact

✚  Over 60,000 messages

delivered each month comprised of calls, texts and emails

✚  Reduction in no show rate of over 22% compared to prior year

✚  Increased revenue contribution from no show reduction of around $65,000 per month

Try it Out- www.patientbond.com

Try it Out- www.patientbond.com

Try it Out- www.patientbond.com

Try it Out- www.patientbond.com

Try it Out- www.patientbond.com Psychographic Segment Specific Messaging

Balance Seeker Email and Text/SMS

Thank You!

Brent Walker brent@c2bsolutions.com c2bsolutions.com Casey Albertson casey@patientbond.com Jonathan Phillips jon@hgp.com patientbond.com