The 3600 Engagement Strategy for Connecting with Health Consumers

March 15, 2012

Agenda

(Very) brief overview of Krames StayWell Discuss best practices across the continuum of care:

o Reaching consumers before they become patientso Communicating at the point-of-careo Engaging during post-care/in the home

Answer your questions

Who we are…A best-in-class partnership created by the merger of industry leaders.

Exceptional patient education materials with a focus on patient engagement at the point of care.

Engaging health information designed to help clients attract consumers and maintain loyalty.

A 360 Approach to Engagement⁰

Krames StayWell strengthens your connection to consumers at every point of their experience along the continuum of care.

What we do…

Offer the largest product line of interactive and print patient education and consumer health information solutions available.

Help clients achieve better outcomes, while achieving desired business results.

Understand the health care consumer - and how to integrate quality content and technology - to motivate positive behavior change.

Who we reach…

Over 80 million patients and consumers each year

More than 17,000 active clients, including:• More than 85% of US Hospitals and Health Systems

• Over 93% of Magnet Hospitals

• Tens of thousands of healthcare professionals

Objectives

Effectively reach & engage your audience

Provide relevant, sought after information & services

Drive desired consumer/patient behavior

Stand out in a competitive marketplace

Why we spend time on researchThe health care landscape is rapidly evolving…

Consumers are drawn to information on wellness and prevention

Which healthcare topics have you recently read something about?

A snapshot of consumer opinion & behaviors

Top 10 most credible sources for choosing a hospital

2010 consumer study conducted with Klein & Partners, available at: http://www.kramesstaywell.com/kramesstaywell-about-us-white-papers-research

Format preferences for hospital promotional messages

How useful are each of the following advertising mediums?

Very Somewhat

Hospital website 30%50%

Hospital newsletter/magazine 23%53%

Direct mail 19% 53%

TV commercial 13%59%

Newspaper ad 13% 54%

Online ad 9% 50%

Magazine 8% 57%

Billboards 8% 43%

Radio 8% 49%

Facebook page for hospital 5%34%

Klein & Partners online survey, 11/2011

Going digital

While it still seems to take a specific medical question or concern to get people to go online, there is growing use of online health information resources and tools.

% of consumers who went online to…Learn about a specific medical condition 46%Research symptoms 43%Research procedure 23%Get information to select a new doctor 22%Get directions to a hospital 21%Refill a prescription 19%Get disease wellness information 15%Research/compare treatment options 14%

In the past year 1 in 3 consumers visited a hospital website.

Mobile messaging

Interest in mobile messaging is growing

% of consumers interested in getting text messages about health from…

• Doctor 37%• Retail pharmacy 33%• Hospital 27%• Insurer 25%• Employer 20%

Nearly 1 in 4 consumers are aware of the new “Tag” or “QR Codes”

2010 consumer study conducted with Klein & Partners, available at: http://www.kramesstaywell.com/kramesstaywell-about-us-white-papers-research

Mobile messaging on the rise

Type of health care information consumers would like to receive via mobile messaging:

Appointment reminder88%

Prescription refill reminder86%

Information to manage chronic

condition45%

Information on specific condition 44% Reminder of a health class

39% Health and wellness class schedule 28%

2010 consumer study conducted with Klein & Partners, available at: http://www.kramesstaywell.com/kramesstaywell-about-us-white-papers-research

Strategies for effective engagement

Use internal resources

Consider your physicians as ambassadors.

What does this mean for you?

Consumers are hungry for general health and wellness information. Feed this appetite with empowering information that positions you as their partner in health.

Integrate print and interactive solutions

Implement cross-media strategies to effectively reach everyone

A 360 degree communication strategy

And give them access to that information anywhere, anytime

Get social

Leverage social media outlets for maximum exposure

http://pewinternet.org/~/media//Files/Reports/2011/PIP-SNS-Update-2011.pdf

65% of online adults use social networking

Leverage holidays

Use seasonal events to attract attention

Make sure consumers are engaged

Offer something of value

Leverage the power of design

Meet the unique needs of diverse populations

Boomers• Every 7 seconds, another consumer turns 50• They’re going to have health issues:

o 1 in 4 will have diabeteso 1 in 2 will have arthritis – boomers will boost the number of knee

replacements threefold• They have specific health interests

o Women and aging (menopause)o Alternative medicineo Prevention – natural approaches to ward off Alzheimer’so Hospital costso How to advocate for ill family members

• They prefer print formats, but will go online for more information.• They like to think and feel younger than their real age.

Be there with information that supports and celebrates this life stage.

Meet the unique needs of diverse populations

Millennials• Born between 1982-2002

• First generation to grow up surrounded by digital media.

• 40% have no landlines

• 75% have a profile on a social networking site

• For health advice, rely more on trusted adults than on media.

• Think they’re healthy, but …

o 1/3 watch 3+ hours of TV a day

o Don’t meet recommended amount of physical activity

o 1 in 4 spend 3+ hours playing video or computer games

Speak to teens about the issues they care about – and offer answers.

Meet the unique needs of diverse populations

Parents -- especially moms• Mom is the chief health officer – spends 2 out of 3 health

care dollars.

• Moms spend an average of 86 minutes a day reading/sending emails.

• Moms read 4 magazines a month, with a least 2 delivered to their homes.

• Where they go for advice:

o 1. Other moms

o 2. Pediatrician

o 3. Information/sample received in mail

o 4. Magazines

o 5. Internet

Meet the unique needs of diverse populations

Hispanics

• Population is on the rise – expected to triple in next 50 years.

• 22% are children under 5

• Primary language spoken in home –63% Spanish; 23% Bilingual; 14% English

• 1 in 4 lacks a regular physician, many go to ER for basic health care needs.

• Are among those at greatest risk for diabetes, but most lack awareness of the disease, how prevent and treat it.

Look beyond translation – be culturally attuned and seek to build relationships.

Supporting the case for investment

And the survey says!

Review your print publication on an annual basis: • Gauge its performance by conducting a readership survey in which the

key ingredient asks:

“Have you utilized a service at X organization as a result of receiving this publication or visiting this section of the website?”

Responses from a readership survey can produce a conservative estimate of ROI based on readers’ reported use of hospital services as a result of the publication.

A report card on your print communications program

Focus on ROI

Other ways to demonstrate effectiveness for a custom print solution include:

Responses to offers

Web traffic

Class enrollment

Physician directory

Supporting the case for investment

Launching a community health portal with a cross media strategy

Hardin Memorial Health

• Introduced a new health content portal to the community on a limited budget and small staff.  

• A community publication promoted the website with prominent calls-to-action

• Hardin's social media pages featured the site's content to drive traffic, and notices about the new online health resource were pushed to e-newsletter subscribers.  750 facebook “likes” and counting!

• The campaign worked: traffic to the new health content portal jumped 21% within the first 30 days after launch. 

Best practices: At the point-of-care

Point-of-Care Interactions

Objectives

Understanding low health literacy & low patient activation

Identifying diverse and individual learning styles

Alleviating competing information resources

Working on staff adoption / efficient workflow integration

Reduce readmissions

Improve patient compliance

Increase patient satisfaction

Save time and money

Low health literacy & patient activation

1. Vernon JA, Trujillo A, Rosenbaum S, DeBuono B. Low Health Literacy: Implications for National Health Policy. http://www.npsf.org/askme3/download/UCONN_Health%20Literacy%20Report.pdf

Low health literacy is a major source of economic inefficiency in the U.S. healthcare system. An initial approximation places the order of magnitude of the cost of low health literacy to the U.S. economy in the range of $106 billion to $238 billion annually. This represents between 7 percent and 17 percent of all personal healthcare expenditures.2

Low health literacy & patient activation

Basic Literacy

20% of the American public cannot read above Grade 5.1

Most adults read between the 8th and 9th grade level.

Most healthcare materials have been written at or above the 10th-grade level.2

Visual presentations have been shown to be 43% more persuasive than unaided presentations3

Average literacy skills of working adults are expected to decline significantly by 2030

1. Horner SD & Surratt D (2000). Improving readability of patient education materials. Journal of Community Health Nursing. 17; 1.17.2. Safeer RS & Keenan J (2005). Health Literacy: the gap between physicians and patients. American Family Physician. August 1; 72,3:464.3. Persuasion and the Role of Visual Presentation Support:The UM/3M Study. D. R. Vogel, 0. W. Dickson, and J. A. Lehman. Management Information Systems Research Center. Working Paper Series, June 1986

Low health literacy & patient activation

The Effects of Health Literacy

Poor health literacy results in $69 billion in health care costs annually.1

Health care costs for individuals with low literacy skills are 4 times higher than those with higher literacy skills3

Patients may not be able to register for insurance, complete forms, follow directions to the doctor’s office.

Patients might sign a form or agree to a procedure they do not understand.

Patients might complain the provider did not explain their condition, test, or treatment in words they understood.

Patients might not be unable to follow prescription directions.

1. Safeer RS & Keenan J (2005). Health Literacy: the gap between physicians and patients. American Family Physician. August 1; 72,3:464.2. http://www.healthcommunications.org/health-literacy-and-patient-activation.php3. 3. Weiss, BD, ed. 20 Common Problems in Primary Care. New York: McGraw Hill. 1999: 468-481.

Diverse and individual learning styles

Strategies for effective engagement

Strategies for effective engagement

Strategies for effective engagement

Evaluate Your Patient Education Materials

Answers should be in plain language:• Put the most important points first• Simple language; define medical terms• 6th grade or below• Information in manageable chunks• Use the active voice• Use visuals to supplement text• White space; large text

Strategies for effective engagement

http://www.ama-assn.org/ama1/pub/upload/mm/367/healthlitclinicians.pdf

Incorporate Plain Language

Build Comprehension with Artwork

Artwork in patient education serves a purpose Convey key messages Reinforce content Connect with patients Improve comprehension Provide comfort Ease fears

Strategies for effective engagement

Strategies for effective engagement

Utilize Video and Other Media

Video learning conventions can increase retention by up to 16 times that of text alone1

1Anesth & Analog 87(3):531-536

Best practices: Post-care/In the home

Objectives

Improve patient compliance Provide tools to support engagement in self-management Increase satisfaction with your organization and services Build consumer loyalty

So many benefits…. Connecting with patients online completes

the continuum of care experience A patient portal can help alleviate re-

admittance rates It provides a connection between patients

and doctors Offers patients a support community at their

fingertips

The importance of a patient portal

Only 21% of hospital-based systems have a patient portal*

*January, 2011 HealthLeaders Media Intelligence Report

Advantages for hospitals: Increased accuracy of patient records Reduced admin issues Lowers workload for hospitals

Advantages for patients: Shorter in-office visits Less paperwork to fill out Secure, 24/7 access to information Better understanding of treatments and regimens

More reasons to adopt a patient portal

Reach patients via text programs

Keep patients informed and engaged with text message programs for conditions like weight management and maternity.

Remember the power of print

Mail-based communications support:

Your patients

Your brand

Your multi-media investments

Your goals in maximizing ROI

Summary

Three critical points in communicating to consumers to direct them to your organization:

• Reaching consumers before they enter your hospital or health system in the right format and with the right messages.

• Providing accurate information at the point-of-care

• Ensuring patients are reached post-care

Thank You!

Emily CittadinePrint Marketing SolutionsEvanston, ILecittadine@kramesstaywell.com 847-733-4557 phonewww.kramesstaywell.com