Condition Management Coaching using Psychographic Segmentation

Coach Facilitation Session

Agenda

• Background/Introductions/Objectives• Background on the quiz• Taking the quiz• The 5 segments brought to life • Test Your Knowledge• Handling questions and objections• Discussion/Next Steps

Expectations

• Review the materials• Compare and contrast the differences in the

segments• Think through how YOU would approach the

segments differently• Be sure to click the link at the end to acknowledge

you have reviewed the materials.

ObjectiveIt’s as easy as 1-2-3

1) Engaging attendees/consumers to learn more about their health personality

• Take our easy quiz• We collect no personal information….only your beliefs on

general health topics• 12 questions, and it takes 90 seconds

• Be sure not to over think it

2) Enter the site

3) Get the result

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Best in Class Coaching Session Observations

• Consistent use of:• Empathy• Affirmation, validation• Positive/Success reinforcement

• Goals• Reviewing, discussing progress, identifying next goals on which to focus• Reframe goal into benefit specific to patient• How goals are leveraged/positioned may differ by segment

• General trend: Question based facilitation• More effective for some segments vs. others• Open-ended vs. directive

• Same approaches may not work for all patients

• % no-shows• What is primary driver? (commitment, expectations, accountability)

Consumer Segmentation has many forms

• 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 Lifetyle– Advantages – More effective in resonating with a consumer’s

motivations and unarticulated needs

Surface

Deeper

INSIGHTS

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This research created the 12 question algorithm

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

DemographicsSocioeconomics

Geography

51 Health Conditionsincluding…

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

Over 60 Million Data Points!

Knowing the “WHY” is how you change behavior

Who?

Why?

What?

How?

Who is in front of me?

What messages will resonate with them?

Why are they doing what they are doing?

How should we reach out to them?

Psychographics gives you the “WHY

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From the Factor and Cluster analysis, comes the five unique Healthcare Psychographic Segments

THE KEY

Segment Description Engagement Strategy

Open to Options

18%

I am open to many ideas and options, as long as they make sense for me. I need context to understand ideas and recommendations.

Candor and choices to be made

Live for Today27%

There are more important things in my life to focus on than improving my health. I live in the “here and now”. Living for today

Family First18%

I worry more about my family’s health than my own. I am constantly on the go, juggling many responsibilities, so getting sick is not an option.

How the family will benefit;Connect them with other Priority Jugglers

Healthy for Life24%

I take ownership of my health and I actively take steps to be healthy. I focus on achieving my goals and objectives. A disease is another challenge to be overcome.

Reach the long term goal

Doctor Knows Best13%

I look to my physician and other health care professionals for guidance and direction on what I need to do to address my disease.

Doing what I ask of you

Receptivity to Health Information Varies by Segment

•Highly receptive to health information

•Most likely to interact with health insurance company online

Healthy For Life

• Highly receptive to health information

• Most likely to visit health websites

Open to Options

• Lower levels of involvement and awareness v. other Segments

• Doctor is desired source for information – higher desire to get information than currently gets from doctor

Doctor Knows Best

• Generally not engaged in getting health care information for self

•Family/peer influence strong

Family First

•Generally least engaged for health related information – hardest to reach

•Peer influence strongest

Live for Today

Defining the “WHY”Proactive vs. Disengaged

Health

Healthy for Life are the most proactive and wellness oriented

Live for Today are the least engaged, deprioritizing heath and wellness

Doctor Knows Best

Healthy for Life

Family First

Live for today

Open to Options

Doctor Knows Best

Healthy for Life

Family First

Live for today

Open to Options

The Psychographic Segments Appear Across all Demographics

Open to Options

Live for Today

Family First

Healthy for Life

Doctor Knows Best

13

Open to Options

Strongly Agree/AgreeOpen to Options

Live for Today

Family First

Healthy For Life

Doctor Knows Best

n = 711 n = 1,107 n = 733 n = 953 n = 532a b c d e

I like to take care of myself and don't like going to the doctor unless I'm really sick

79% (132)

66% (110)

72% (120) 44% (73) 44% (73)

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(xxx) Index score with median score = 100

A letter appearing under the percentage indicates a statistical difference (at 95% confidence) between respective consumer segments/columns.

A quick data lesson

Open to Options

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

However, Open to Options 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.

What Makes Open to Options Different

Open to Options

Strongly Agree/Agree

Open to Options

Live for Today Family First Healthy For

LifeDoctor

Knows Best

n = 711 n = 1,107 n = 733 n = 953 n = 532a b c d e

I like to take care of myself and don't like going to the doctor unless I'm really sick

79% (132) 66% (110) 72% (120)44% (73) 44% (73)

bcde de bde

My doctor is the most credible authority for my health & wellness needs 19% (34)

48% (86) 64% (114) 76% (136) 86% (154)

a ab abc abcd

Physicians are just one resource for me; I consider many sources when managing my health & wellbeing

82% (141) 52% (90)48% (83)

67% (116)45% (78)

bcde e bce

Live for Today

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

Live for Today 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.

What Makes Live for Today Different

Live for Today

Strongly Agree/Agree

Open to Options

Live for Today Family First Healthy For

LifeDoctor

Knows Best

n = 711 n = 1,107 n = 733 n = 953 n = 532

a b c d e

I don't want to give up things I enjoy; I may over-indulge in unhealthy habits (e.g., eating, alcohol, smoking) I enjoy these

23% (66) 49% (140) 44% (126)19% (54)

39% (111)

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I know what I should be doing to be healthy, but I don't make my health a priority 17% (59)

46% (159) 34% (117)14% (48)

34% (117)

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I consider myself a "couch potato" 13% (59)36% (164) 22% (100)

10% (45)29% (132)

acde ad acd

Family First

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

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

What Makes Family First Different

Family First

Strongly Agree/Agree

Open to Options

Live for Today Family First Healthy For

LifeDoctor Knows

Bestn = 711 n = 1,107 n = 733 n = 953 n = 532

a b c d e

I don't let being sick get in the way of my family

73% (116)57% (91)

77% (122)60% (95) 56% (89)

bde abde

I'm more worried about other family members' health than my own

59% (116) 55% (108) 73% (143)31% (61) 49% (96)

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I don’t let being sick get in the way of my work

68% (121)48% (86)

83% (148)47% (84) 45% (80)

bde abde

Healthy For Life

Healthy For Life are the most proactive when it comes to their wellness, investing what is necessary toward their health and appearance.

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

Healthy For Life are task oriented, and will tackle a challenge if they are given measurable goals.

What Makes Healthy For Life Different

Healthy For Life

Strongly Agree/Agree

Open to Options

Live for Today

Family First

Healthy For Life

Doctor Knows Best

n = 711 n = 1,107 n = 733 n = 953 n = 532a b c d e

I actively take steps to prevent illness85% (123)

55% (80)61% (88) 89% (129) 68% (99)

bce b abce bc

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

61% (136)32% (71)

37% (82) 66% (147)32% (71)

bce be abce

I invest a lot of time and effort in improving my health

48% (137) 26% (74)18% (51)

56% (160) 25% (71)

bce c abce c

Doctor Knows Best

Doctor Knows Best believe their physician is the most credible resource for their healthcare needs. Doctor Knows Best look to their physician and other healthcare professionals for direction and guidance because of their expertise and credentials, and just want to cut to the chase.

Doctor Knows Best are more likely to go to the doctor at the first sign of health concerns.

However, Doctor Knows Best 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.

What Makes Doctor Knows Best Different

Doctor Knows Best

Strongly Agree/Agree

Open to Options

Live for Today

Family First

Healthy For Life

Doctor Knows

Bestn = 711 n = 1,107 n = 733 n = 953 n = 532

a b c d e

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

a ab abc abcd

I will go to the doctor at the first sign of health concerns

7% (23) 23% (77)3% (10)

58% (193) 64% (213)

c ac abc abcd

There is a right way of doing things and a wrong way of doing things

64% (96)62% (93)

72% (109) 70% (105) 80% (119)

  ab ab abcd

Segment Differences by Condition Management Measures/Goals

• Nutrition

• Physical Exercise

• Sleep

• Work/Life Balance

• Healthy Habits

Nutrition

Physical Exercise

Sleep

Work/Life Balance

Healthy Habits

S

Handling questions

Why would I do this?• It is a chance to learn more about your health care

learning style

What do you have to do with my learning style• It is simply a chance to bring a fun and interesting way

to learn more about yourself

Handling questions

Is there any validity to this?• Yes, years of consumer research and validation have

determined this is accurate 91% of the time.

Are you tracking my answers?• No…..only which of the groups you most resemble in your

health care learning style. That is the culmination of your answers, and there are only 5 groupings.

Are you HIPAA compliant…because even my name is private!• Yes, we have all the proper HIPAA practices in place.

Handling questions

I am NOT a a Open to Options!• This survey is accurate 91% of the time so that is possible.

And do know many people have some portion of another grouping in them as well. Let’s continue with our session…

Tell me more about these 5 segments.• See the segment reference guide (should not need this

much).

Handling questions

CongratulationsYou have completed the slide review

Please see some qualitative feedback from other health coaches who have used this tool

"The team has found using the psychographic insights “energizing,” and they have found themselves listening closer to what the patients say, looking for clues. They confirmed that the

segment-specific key words from the segment “code book” are popping up among the respective segments.”

“The psychographic insights are significantly reducing the time to form a bond with the patients and engage in meaningful coaching.”