understanding empowered consumers · ahc.org redesign - find a doctor wireframes study executive...
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Understanding Empowered ConsumersMaximizing Consumer Understanding
1. Introductions
2. The Value of Consumer Understanding
3. Maximizing Consumer Intelligence• Four Examples
4. A Vision for the Future
5. Q&A
© Aurora Health Care | 2
Today’s Agenda
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A Brief Introduction
Anne MartinoVice President
Consumer Insights & Innovation
Cindy Moon-MogushSenior Vice President
Brand & Consumer Engagement
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• Customers exert more influence onbusiness strategy than all but C-Suite itself
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High Performing CompaniesListen to Their Customers
C-suiteCustomersBoard ofDirectors
ParentCompany
ExternalPartners
Non-ExecLeadership
Corp StrategyDept.
78%
55%53%
44%
26%25%23%
Source: 2014 IBM Global C-Suite Study
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Insight as a Competitive Advantage
Email 1x1marketing
(CRM)
Aurorawebsites/myAurora
Digitalmarketingcampaigns
Democratizing customer intelligence
Mindset
SkillsData
Tools
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OUR CONSUMER INSIGHTS STRATEGYThree opportunities to develop understanding
Three ways to engage consumers
PatientCommunity
• Aurora Health Share -5,000 Aurora patients
• Regular online surveys• Discussion forum
PrimaryResearch
• Study design alignedwith business andmarketing strategies
• Online studies andfocus groups
SecondaryResearch
• Industry sources• Mainstream media• Competitive evaluation
?
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The Value of a Patient CommunityVision Critical
Engaged Communityof Customers1. Ongoing Engagement
Driving Insight2. Reporting& Analytics3.
How Can We BetterTarget OurConsumers?1
Our steps
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Consumer Segmentation Methodology
Respondents answered 18psychographic questions to
determine their attitudesand approaches to their
own health care.
Developed segments usingthe 18 attitudinal questions,
as well as lifestyle andbehavioral information, todetermine commonalitiesand distinctions based onhealth care engagement,interests, activities, etc.
Inspired by our patientcommunity –
surveyed 2,024 health careconsumers, 18+, in Aurora
Health Care’s servicemarket.
Source: Aurora Consumer Segmentation Study, 2014
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24%
14%
22%3%
23%
14%
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Marketplace at a glance
Trusting &Engaged
Healthy &Casual
Young &Invincible
Proactive &Cost-Conscious
Inactive &Resistant
Uninvolved &Disassociated
Source: Aurora Consumer Segmentation Study, 2014
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Activity and digital engagement at a glance
Notactive
HighlyactiveModerately
active
Nottech savvy
Verytech savvyModerately tech savvy
Source: Aurora Consumer Segmentation Study, 2014
The segments are distinctly differentin terms of health care issues experienced
© Aurora Health Care | 14Source: Aurora Consumer Segmentation Study, 2014
The segments are also quite different in terms ofissues they are interested in learning more about
© Aurora Health Care | 15Source: Aurora Consumer Segmentation Study, 2014
Trusting & EngagedMy doctor calls the shots.
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24%
Source: Aurora Consumer Segmentation Study, 2014
Follow their doctor’s advice, take meds as directed, have a well visit/physical and get a flu shot every year.
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24%:Trusting & Engaged
Attributes
Slightlyhigher male
representation
Primarily55+
$50-150KHH income
Educatedwith minimumof Bachelor’s
Activity level
Digital engagementNotable interests
Notactive
Highlyactive
Dieting/Weight loss
Dining out Gardening/Landscaping
Nottech savvy
Verytech savvy
Moderatelytech savvy
55+Moderately
active
Golf
Issues experienced: Want to learn more:High Blood Pressure, High CholesterolHigh Blood Pressure, Diabetes, High Cholesterol,Arthritis
Source: Aurora Consumer Segmentation Study, 2014
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Each age group has representation from every segment.Proportionally, a shift in age indicates relationships develop with PCPs and people becomemore proactive in their health care.
Trusting & Engaged andHealthy & Casual segments grow in size.
Inactive & Resistant andUninvolved & Disassociated decrease.
14%
16%
19%
29%
38%
13%
14%
12%
14%
17%
21%
22%
21%
21%
23%
4%
4%
3%
2%
1%
29%
24%
30%
21%
15%
20%
20%
15%
13%
6%
<35
35-44
45-54
55-64
65+
Trusting & Engaged Healthy & Casual Proactive & Cost-Conscious
Young & Invincible Inactive & Resistant Uninvolved & Disassociated
Source: Aurora Consumer Segmentation Study, 2014
Click to edit subhead
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Turning Insightsinto Action2
• Information architecture and namingconventions
• Design testing and find a doctor wireframes
• Ongoing functionality testing and design reviews
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New Website Usability Testing
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Find a Doctor Methodology:2 Variations; Click Test
• Consumers give a task/scenario andasked where they would click on thepage to complete the task
• Clicks recorded on a map• Output is an aggregate map only
Source: AHC.org Redesign - Find a Doctor Wireframes Study - January 2015
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Search Field
Variation #1 Variation #2
Source: AHC.org Redesign - Find a Doctor Wireframes Study - January 2015
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Location of “View Profile”
Variation #1 Variation #2
Source: AHC.org Redesign - Find a Doctor Wireframes Study - January 2015
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Profile Page
Source: AHC.org Redesign - Find a Doctor Wireframes Study - January 2015
Variation #1 Variation #2
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AHC.org Redesign - Find a Doctor Wireframes StudyEXECUTIVE SUMMARY: KEY LEARNINGS
Source: AHC.org Redesign - Find a Doctor Wireframes Study - January 2015
Consumers accurately recognized the purpose of allthree Find a Doctor pages tested in this study
Landing Page
• A search field designedwith a “search” button waseasily recognized, noticed,and prompted someconsumers to click on thebutton to execute theirsearch
• Popular search quick linksat the bottom of the pagewere recognized yet werenot used exclusively toexecute searches byspecialty
Find a Doctor Results Page Doctor Profile Page
• Consumers recognized andused the page’s filteringfunctionality
• They recognized theeditable search field
• They recognized the “ViewProfile” links in both designs
• The “locations” section of thepage was easily recognized
• The “schedule an appointment”link at the top of the page wasalso easily recognized andused by consumers
• The data range arrows in the“schedule an appointment”section were used minimally
• Date range detail shown rightnext to the arrows did notencourage consumers to usethe arrows more so than thedesign without this detail
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New Website Designs
Data That DrivesInnovation3
• Patients want personalized care from their primary caredoctors, including a follow-up phone call after their firstvisit and an email with welcome information
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New Patient Engagement Study
Source: Aurora Health Share; New Patient Study, August, 2014
Includes links for additional information• Aurora.org for locations & learn more about AHC• myAurora• Provider Profiles
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E-Mail WelcomeSent the Day an Appointment is Made
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New Patient Welcome E-mail Volume
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
Jan - Sept 2014 14-Oct 14-Nov 14-Dec
0
7,180
5,551
8,129
Number of Welcome Ltrs Delivered via E-mail
Click to edit subhead
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Data That DrivesVisibility4
Quarterly Health Report of Wisconsin
• Reinforcing Aurora’s health care thought leadership –locally and nationally
• Impacting patient and care giver understanding of healthcare issues
• Providing insights on timely, relevant and interestinghealth care topics
Insights about issues, attitudes and trends
• News release• Info graphics• Website landing page• Blog post• Social channel promotion
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Info graphicWebsite Landing Page
Results• 26 total stories (4 TV mentions)• 2.4 million media impressions
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Our Vision for theFuture
EngageContinuously
Develop DeepCustomer
Understanding
Make BetterBusinessDecisions
A Customer Intelligence Platform
The New Way
Connectingcustomer insight
with all functionalareas of the enterprise
Insights-Driven Decision-MakingA central role for customer Intelligence