The Kitchen Sink: What consumers think about a variety of healthcare topics… Presented by: 4th...

The Kitchen Sink: What consumers think about a variety

of healthcare topics…

Presented by:

4th Quarter, 2009

& Partners, Inc.research for your brand’s health

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& Partners, Inc.research for your brand’s health

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Introduction

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research for your brand’s health

Introduction

Background and Purpose The purpose of this quantitative survey was to understand consumers’ current thinking on a wide range of healthcare-related

topics. Topics included:• Concerns with the healthcare system• Hospital safety• Traveling for care• Swine flu• Transparency/Price shopping• Interest in new information sources• Seeking healthcare services• Charging for white papers• Health and health behaviors• Physician relationship• Advertising

Methodology A national online survey was conducted among 400 heads of household, 21 or older who are involved in the healthcare

decisions for the household. The interviewing was conducted from October 10-18, 2009 by our research partner The Dieringer Research Group (DRG) in Milwaukee. The sample frame used was e-Rewards’ online consumer panel. The final data set was weighted by state, age, education, and income.

The total sample size of 400 yields a sample error of +/-4% at the 90% Confidence Level (CL). For example, if this study were repeated 100 times, in 90 times out of that 100 (i.e., 90% confidence level) we would find a total sample statistic of 50% to fall within 46% and 54%.

In the charts, letters (e.g., A, B, C) and arrows indicate a statistically significant difference at the 90% Confidence Level. Colors and bolding are used to highlight interesting patterns and/or findings.

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Demographic profile

Demographic profile

Responsible for making healthcare decisions for a parent 13%

Female 71% Median household income $50,600

Political Party AffiliationRepublican

IndependentDemocrat

20%4124

Education LevelUp to high school

Some collegeCollege grad (undergrad)

Graduate degree

43%291810

Age21-3435-54

55+Median age

26%

4033

47

Health InsuranceProvided by work/union

Purchased individuallyMedicareMedicaid

No health insurance

47% 822 511

...and now the rest of the story

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Right direction/wrong track?

Right direc-tion21%

Wrong track63%

Not sure16%

Feelings on the general direction of the country

Q1: Do you feel things in the country are generally going in the right direction, or do you feel things have pretty seriously gotten off on the wrong track?

Concerns vary greatly by political affiliations:Democrats – 40%;

Independents – 65%;Republicans – 94%.

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Issues of most concern to Americans

Economy/jobs

Health care

Taxes/spending

Immigration

Terrorism/Homeland Security

Education

Wars in Afghanistan and Iraq

Energy

Other

49%

23%

8%

6%

5%

3%

3%

1%

2%

Most important issue to you?

Q2: Which of the following issues is MOST important to you?

Not too surprisingly, issue importance varies greatly by political party affiliation:

Democrats Economy and healthcare

Republicans Taxes/spending, immigration, and terrorism

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Is our system broken?

2009 4th Qtr

2009 1st Qtr

2008 4th Qtr

3%

11%

4%

55%

55%

46%

30%

28%

40%

12%

6%

10%

Feelings toward entire healthcare system

Our healthcare system is functioning just fine the way it isOur healthcare system needs fixing but the industry can do itBroken system which needs government to take it overNot sure

Q3: Which one of the following statements best reflects how you feel about our entire healthcare system?

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Experienced financial hardship due to medical bills

1st Qtr 2009 4th Qtr 20090%

25%

50%

75%

100%

20% 23%

Had recent financial hardship due to medical bills

Q4: Have you experienced a significant financial hardship in the past year due to medical bills?

More likely: Independents, younger, less educated,

lower income, and caregivers.

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Will I benefit from healthcare reform?

Definitely 7%

Probably19%

Probably not33%

Definitely not19%

Don't have health insurance

9%

Not sure13%

Will you benefit if healthcare reform passes?

Q5: If you currently have health insurance, do you think there will or will not be a specific benefit to you if healthcare reform passes?

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Healthcare reform and cost control

Will the passing of health care reform lower your healthcare costs?

Should the government play a larger role in reducing costs and covering those without insurance?

9%

35%

20%

26%

35%

13%

25%

21%

11%

5%

Results of healthcare reform

Definitely Probably Probably not Definitely not Not sure

Q6: Do you expect to see lower healthcare costs for you if health reform passes in Washington?Q7: Do you think the Federal government needs to play a larger role in healthcare today in terms of lowering the costs and providing health insurance to those who don’t have it?

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Payor preference

Democrats

Independents

Republicans

11%

6%

3%

28%

22%

3%

29%

27%

36%

4%

21%

50%

28%

24%

8%

Who would you buy health insurance from?

Federal government, definitely Federal government, probably Private insurance company, probably Private insurance company, definitely Not sure

Q8: If you had a choice to buy health insurance from the federal government or from a private insurance company, which do you think you would prefer?

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Reactions to the “public option”

Q9a: How important do you think it is for any health care reform to have what is called the “public option” that will allow people to buy health insurance from the federal government if they can’t get health insurance elsewhere?Q9b: Do you think it is a good idea or a bad idea for the federal government to offer what is called a “public option” that will allow people to buy health insurance from the federal government if they can’t get health insurance elsewhere?

Defi-nitely a

good idea35%

Probably a good idea

33%

Probably a bad idea9%Definitely

a bad idea7%

Not sure16%

Is the offering of a “public option” a good idea?

Very important42%

Somewhat important

31%

Not very important5%

Not at all important

12%

Not sure10%

How important is the “public option”?

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Hospital safety

1st Qtr 2009 4th Qtr 20095% 7%

64% 66%

19% 15%

12% 12%

Do hospitals have a problem with preventable medical errors?

Not sure

A major problem that requires the government to step in

A minor problem but hospitals can take care of it themselves

Not a problem

Q10: Do you perceive there to be a problem at hospitals today regarding patient safety in terms of preventable medical errors?Q11: In the past 3 years, have you personally or someone in your immediate household experienced any serious quality issues or medical errors while being treated at a hospital?

About one in six (16%) people say they

have experienced a serious quality issue or medical error at a hospital in the past 3

years.

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Traveling for care

Q12: In the past couple of years have you or has someone in your immediate household traveled outside your area for medical care?Q13: In the past couple years have you or has someone in your immediate household traveled outside the country for medical care?

17% have traveled outside their immediate area for medical

care in the past couple of years.

4%* have traveled outside the US for medical care in the

past couple of years.

*3% a year ago

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Swine Flu

Very con-

cerned15%

Somewhat concerned

36%

Not very concerned

32%

Not at all concerned

15%

Not sure2%

Are you concerned about Swine Flu?

Q14: Thinking about Swine Flu, how concerned are you about contracting Swine Flu?Q15: Do you feel that Swine Flu is a serious health threat to Americans or more media hype?

A serious health threat

(17%)

Totally media hype (10%)

A threat but made bigger by the media (70%)

Not sure (3%)

Is Swine Flu…

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Transparency/Price shopping

Q16: Within the past year, did you or did a member of your immediate household contact any healthcare organization, hospitals, or physician offices to ask about the price for a specific visit, test, treatment, or surgery?

IF YES IN Q16 Q17: What type of health service did you ask about pricing for?

IF YES IN Q16 Q18: Did you end up choosing the least expensive provider?

Dental services

Lab services

Physician services

Outpatient surgery

Radiology

ER/Urgent care

GI procedure

Physical therapy

Inpatient surgery

Cardiac procedure

Other

46%

43%

29%

25%

32%

12%

8%

10%

11%

3%

4%

48%

40%

33%

21%

18%

16%

10%

9%

5%

4%

3%

Health service price shopped

2008

2009

4th Qtr 2008

4th Qtr 2009

Households that have contacted a healthcare organization to ask the price for a specific visit, test, treatment, or surgery

33% 32%

Chose the least expensive provider for one of these healthcare cases 36% 41%

% of the total patient market 12% 13%

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Information source credibility

Family/Friends

Physician

Health insurance company

JD Power

WebMD

Hospital's website

US News & Report

JCAHO

HealthGrades

CMS website

Employer

Thomson Reuters 100 Top Hospitals Award

Online patient support group

BLOGs about hospitals

American Nurses' Association Magnet Status

70 60 50 40 30 20 10 0 10 20 30 40 50 60 70

65

63

26

25

23

18

15

15

12

12

11

8

7

7

5

62

61

25

5

13

8

4

4

3

2

9

2

4

5

1

Credible Used

Q19: Next, if you had to be hospitalized and you wanted to gather information about which hospital you should choose, which of the following sources of information are most credible to you (whether you have used them or not) and which ones have you actually used?

Average credibility = 21% Average used = 14%

Percent

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Information sources

Download healthcare related articles

Visited a hospital's website for health-related information

Checked on a patient bill or paid a bill online

Completed an online screening or risk assessment survey

Scheduled an appointment to see a healthcare provider online

Visited an independent healthcare rating organization's website

Visited an online social network to learn more about a healthcare topic

Conducted a price comparison for a certain procedure online

Participated in an online patient support group

Listened to a Podcast on a healthcare topic

Followed/Participated in a healthcare dialogue on someone's BLOG

Participated in an online chat with a healthcare provider

Followed/Participated in a healthcare dialogue on Twitter

None of these

30%

23%

17%

15%

7%

6%

6%

5%

3%

2%

1%

0%

0%

42%

Recent participation in online health-related activities

Q20: Next, which of the following online health-related activities have you participated in over the past few years?

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Healthcare behavior changes

Paying more attention to news stories about local healthcare issues and providers

Seeking certain medical care now instead of putting it off to later

Asking more questions of my physician about how reform could impact our relationship

Asking more questions of my insurance company or broker about how reform could impact my costs and provider access

Delaying certain medical care now

Paying more attention to hospital advertising that I see and read

Tuning out any advertising or news stories about local hospitals or healthcare issues

Did not change any of these behaviors because of the healthcare debate

28%

11%

10%

10%

6%

4%

4%

57%

Has the healthcare debate changed your behaviors?

Q21: Has the debate over healthcare reform caused you to change any of your healthcare behavior?Q22: Has the economic downturn caused you to delay seeking any medical care that you normally would have sought out?

More than a quarter (27%) of Americans say the economic downturn

has caused them to delay seeking certain medical care that they normally would have sought out (but not the debate).

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Elective procedures

Lasik surgery for your eyes

Plastic surgery

Cosmetic dentistry

Weight loss surgery

Have not had any of these procedures

Not considering any of these procedures

7%

3%

3%

1%

91%

13%

10%

9%

7%

78%

Recent elective surgeries you’ve had and ones you are considering

Considering this procedure

Had this procedure

Q23: Which of the following elective or cosmetic procedures have you had in the past 2 years and which ones are you considering having in the next 2 years?

Especially among 35-54 year olds

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Purchasing a health-related white paper

Q24: Say you are seeking information on a specific medical condition and you came across a white paper written by researchers at a well known and respected academic medical center such as Johns Hopkins or a Mayo Clinic or an MD Anderson, for example. And assume this publication was of interest of you. This particular publication cost $9 to download off the internet or to have emailed to you. You also found other articles online from other academic medical centers that you were familiar with on this topic that were free. Would you….

Yes3%

No78%

Not sure19%

Would you pay for a health-related white paper from a well-known AMC?

College – 6%< College – 1%

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Personal health conditions

Q25: Please check any of the following medical or health situations that relate to you personally?

Prescription drugs used dailyMore than 20 pounds overweightFamily history of chronic disease

Suffer from fatigueHigh cholesterol

High blood pressureTrouble sleeping

Don't have time for myselfArthritis

Chronic back problemsSmoke at least half a pack a day

MigrainesDiabetes

AsthmaDrink more than 2 alcoholic beverages a day

OtherNone of these

47%41%

32%26%

23%23%23%

20%20%

18%12%

10%9%

8%5%

15%14%

Personal health conditionsIncreases with age

Increases with age

Increases with age, < college

Decreases with age

Decreases with age

Decreases with age

< college

Decreases with age, < college

Older, < college, < $55k

< college

< college, < $55,

$55k+

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Physician relationship

Health insurance network

Convenient location

Personal attention of physician

Quality of care

Recommended by family/friend

Reputation of physician

Easy to get an appointment

Gender of physician

Hospital affiliations

Years as a physician

Experience with a certain medical condition

Cost

Recommended by another physician

Better office hours

Academic credentials

Outpatient facility associations

Other

45%

44%

42%

36%

35%

31%

28%

19%

17%

13%

12%

12%

11%

6%

5%

3%

1%

Factors in choosing a primary care physician

Q26: Do you have a primary care or personal physician?Q27: When you chose your primary care doctor which of the following factors had the biggest influence on which doctor you chose?

83% of folks have a primary care physician.

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Physician “hassle factors”

Finding and choosing a new doctor is a major hassle

It is getting harder and harder to schedule a timely appointment with my doctor

33%

9%

42%

23%

10%

29%

15%

39%

Hassle factors…

Strongly agree Somewhat agree Somewhat disagree Strongly disagree

Q28: Please agree or disagree with the following statements.

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Social media sites’ influence on physician relationships

Q29: Have you ever gone online to a social networking site (such as Facebook or Angie’s List or a Blog, etc.) and shared your experiences (good or bad) about a doctor or a hospital you recently visited?Q30: Has your doctor ever asked you to sign an agreement that you will not go online and share your experiences on some social networking site such as Facebook or Angie’s List or a Blog?

Yes1%

No 98%

Not sure1%

Have you ever signed an agreement that you would not rate your doctor

online?

Yes6%

No93%

Not sure1%

Have you ever rated a doctor or hospital visit on a social media site?

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Communicating with physician via email

Very comfortable53%

Somewhat comfortable29%

Not too comfortable8%

Not at all comfortable7%

Not sure3%

How comfortable would you be communicating with your doctor via email?

Q31: How comfortable would you be in communicating with your physician via email for certain routine activities such as scheduling an appointment, changing an appointment, getting prescription refills, getting test results, etc?

e-mail must be old technology!21-34: 36%35-54: 60%55+: 56%

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Changing doctors

Q32: Have you changed primary care physicians in the past few years?Q33: Why have you changed primary care physicians?[Among the 83% that have a primary care physician]

Moved away

Dissatisfied with previous doctor

Health insurance change or restriction

Doctor retired or moved

Dissatisfied with the service at the office

Needed a new doctor due to a particular medical condition

Other

Not sure

23%

23%

21%

13%

6%

6%

6%

2%

Reason for changing primary physician

24% of patients have recently changed PCPs

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TV advertising “themes”

Patient testimonials in front of the camera

Physicians talking in front of the camera

Discussions of the quality awards the hospital has received

Real patient stories told without the patient

Well known spokesman talking about the hospital

Using non-healthcare images to show hospital's positive characteristics

Physicians talking among themselves while the audience watches and listens

Announcer talking about the hospital

CEO talking about the hospital

None of these

28%

12%

6%

6%

4%

3%

2%

2%

0%

37%

Which theme would cause you to pay more attention to a hospital TV ad?

Q34: All TV ads try to convey their message using a variety of themes or story-telling methods. If you saw a TV ad for a local hospital, which of the following themes would cause you to pay the most attention?

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Additional information

If you would like additional information regarding this study, please contact:

Rob Klein

President

Klein & Partners, Inc.

412 Ashbury Dr.

Hinsdale, IL 60521

[630] 455-1773

[email protected]

mailto:[email protected]

The Kitchen Sink: What consumers think about a variety of healthcare topics… Presented by: 4th...

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