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wellQ • • • • > motivating good healthPeter MeyerswellQ LoyaltyOne Inc.pmeyers@loyalty.com

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• Why are patients disengaged?

• What does it take to re-engage patients and motivate healthy choices?

• How can analysis, tools and integrated program elements drive margin for pharmacy retail?

Using Rewards and Reminders for Healthy Lifestyles,and Margins

All information contained herein is confidential and/or proprietary information of LoyaltyOne, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.

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Doubled sign-ups to the study within first month

With Safeway, initiative drove 172% increase in purchase of Health Check products and 13% increase in purchase of produce. 5% response rate for risk assessment completions; in 3 days initiative drove more participation than all other marketing efforts drove over the past 2 ½ years

78% chose AM as an incentive to quit smoking vs a more expensive alternative

Hit target of 43,000 sign-ups in 48 hours, 80% reduction in cost per lead

Successful health extension of loyalty

All information contained herein is confidential and/or proprietary information of LoyaltyOne, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.

Patients are disengaged

• Many are off track– Forget their meds– Customize their Rx– Little support

• The few that are on track, sign-up and engage

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The Engagement Gap Costs Us All

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• Rising costs

• Little interaction at the pharmacy

• Loss of trips, renewals, cross-shop

All information contained herein is confidential and/or proprietary information of LoyaltyOne, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.

Clever Strategies are Pointless

Where Do Well Known Health Strategies Fail?

• Provide tools & support to drive self-efficacy• Educate patient about disease and medications

• Help the patient to develop a list of goals

• Plan for regular follow-up

Source: Optimizing Adherence to Pharmaceutical Care Plans ; G Nichols-English, S Poirier; J Am Pharm Assoc 40(4):475-485, 2000.

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… these all depend on an engaged patient

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Loyalty Health Framework

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Millions of Americans are stuck in a rutThey want to live better livesThey have the tools, they have ability…

Information

ReinforcementMotivation

InspirationWhat’s missing?

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Triggers of Behavior Change

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Technology: Convenient & timely-

mobile, web

PLATFORM TO BUIILD ADHERENCE/LOYALTY

The trusted partner: The Pharmacist

Behavioral Targeting &

Relevant Content

Inspiration Information MotivationReinforcement

All information contained herein is confidential and/or proprietary information of LoyaltyOne, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.

Case Study – wellQ Dose Reminders

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• Applied Loyalty Framework in Health• One year pilot• APhA as development partner

Profile

Invite

Profile

Daily Txt

SupportWeb

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Three-dimensional success story

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❶ Adherence - 13.6% increase

❷ Incremental gains from all patients

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❸ Satisfaction with pharmacist moved 57% to 79%!

All information contained herein is confidential and/or proprietary information of LoyaltyOne, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.

Retail pharmacy platform

• Across chronic conditions• Automated information and motivation• Patient education, adherence and loyalty

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Integrate communication to reinforce

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Building a Tactical Response Plan

Simple, popular, interactive1. Content (41%)2. Offers (33%)3. Mini-Polls, Web Tools (10%)

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All information contained herein is confidential and/or proprietary information of LoyaltyOne, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.

Integrated Tactics Work

Patients engaging in all elements of program

• Rate of sign-up and consent

• Beat industry average

• Meet industry average

• Drive pharmacy service sign-up

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Program mix driving change in attitudesFocus: Significant Improvement across key measures

20% to 25%

boost on

loyalty

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Use data to inspire action

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Understand the barriers to front store visits Launching offers that directly target additional trips

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Call ahead

Stay in the store

Leave and come back

When I get my prescriptions filled ….

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17%

31%

51%

Source – LoyaltyOne Research; grocery customers who frequent the pharmacy

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Do not

call ahead -stay in the …

Stay in store & wait (31%)

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Base = P3M grocery store pharmacy shoppers who went in person to drop off their prescription and waited in the store % frequency of mentions

Types of items purchased (n=161)

Type of grocery trip (n=148)

Planned vs. spontaneous

Did they purchase

additional items (on the same trip)? (n=209)

All information contained herein is confidential and/or proprietary information of LoyaltyOne, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.

Did they purchase

additional items (on the same trip)? (n=336)

Types of items (n=243)

Type of grocery trip (n=209)

Planned vs. spontaneous

purchase

When purchased (n=243)

Call ahead (51%)

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Source - Q8b1, Q8b2, Q8b3, Q8b4, Q8b5, Q8b6

Base = P3M grocery store pharmacy shoppers who called ahead to pick up their prescriptions % frequency of mentions

All information contained herein is confidential and/or proprietary information of LoyaltyOne, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.

Did they purchase

additional items (on their return)?

(n=119)

Types of items (n=74)

Type of grocery trip (n=68)

Planned vs. spontaneous

purchase

When purchased (n=74)

Leave and come back (17%)

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Source – Q8e1, Q8e2, Q8e3, Q8e4, Q8e5, Q8e6

Base = P3M grocery store pharmacy shoppers who went in person to drop off their prescription and came back for pick up% frequency of mentions

All information contained herein is confidential and/or proprietary information of LoyaltyOne, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.

In market to shape new behavior

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All information contained herein is confidential and/or proprietary information of LoyaltyOne, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.

Summary

• Leverage the Loyalty Framework in Health:– Inspiration, Motivation, Information, Reinforcement

• Simple, Popular, Interactive elements– Content– Offers– Mini-polls, Web tools

• Analyze available data for opportunity

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