Health

HEALTH • November 30, 2015 21 "Consumers used be playing with house money, and employers would pay with full tab," said Edward Kolota, director of market planning and analysis at UMass Memor i a l He a lt h C are. That has changed . The shift is outlined in a white paper published last year by health-care practice consulting firm c2B Solutions, "Psychographic Segmentation and the Healthcare Consumer". It found that not all people with the same medical con- dition think alike or act alike, and non-compliance with medical regimens and underutilization of pre- ventative services are higher than one would expect. There are also socioeconomic differences and varia- tion in health care consumer behavior. The one-size- fits-all approach may not be effective in the D2P marketplace. A second study by Troy, NY-based consulting firm Smith & Jones, emphasizes the importance of primary care physicians (PCPs) as the patient's first point of entry into the health care continuum, so it seems to follow that reaching consumers through primary care-based marketing efforts makes the most sense. But demand for PCPs outstrips supply, and less expensive avenues such as urgent-care facilities and pharmacy-based health care delivery points such as CVS' Minute Clinics have become viable entry points into a health care management program. Shifting to the web Margaret Thrappas, UMass Memorial Health Care's director of marketing, noted that it's easier to target consumers online rather than through mass media. A UMass Memorial blog aimed at consum- ers, for example, has 20,000 subscribers and its Facebook page has more than 10,000 followers. Monthly e-newsletters for those with interest in a particular medical condition have readership rates about twice the national average, she said. Web- based technology also sends medication and lab test reminders. A video of new UMass Memorial pri- mary care doctors, intended to acquaint patients with them, also contains an URL connection to make an appointment with those accepting new patients. Thrappas added that at least 75 to 80 percent of health care decision makers are female, so UMass Memorial's efforts and materials are largely targeted at women. Insurer outreach Worcester-based Fallon Community Health Plan also uses a wide variety of communications media, including TV, radio and newspaper ads, targeted mail and social media such as Facebook, Twitter and Google, the latter utilizing search engine marketing and optimization, according to Milissa Obara, Fallon's director of product management. The insurer has launched a web page for its commercial members, including individuals, to sign up for a Fallon plan directly on the website. It also has a link to the state exchange where consumers can shop for plans. While consumer utilization of the website is not high today, it gives members information on the costs associated with health care and how they differ based on where a particular procedure is done. The fact that 80 percent of medical costs are incurred by 20 percent of patients provides an incen- tive to reach out to specifically target populations with chronic illnesses, Obara said. "It's hard to get their attention, except in instances where they need our help," she said. But once the patients have become engaged, "the feedback is great." Sonya Hagopian, vice president of corporate com- munications and public relations at Watertown- based Tufts Health Plan, said there's no magic bullet to measure consumer health care utilization. Tufts serves all insurance market segments – employer- sponsored, Medicare and Medicaid, and markets to individuals as well as groups. Individuals, she said, are most motivated to shop for services when they really need them. "Think about not going to book a flight until you need it, and when you need it, you're thoroughly engaged." 'Skin in the game' Reliant Medical Group, a Worcester-based physi- cian group with 260 doctors in Central Massachusetts, is increasingly relying on digital channels, but also moving to social media. Linda Coccola, vice president of marketing and communications at Reliant, noted that Reliant uses a web portal called MyChart, a secure communica- tions web channel for patients and doctors. Twenty- eight percent of Reliant patients now use the portal, Coccola said. Reliant also sends Medicare eligibility information to members to determine if their physi- cians are on a specific plan. In Reliant's consumer surveys, comments from both the very satisfied and the very unsatisfied pro- vide rich data on patient experience, she said. Half of respondents take the time to add comments, aver- aging three comments per survey. All comments are reviewed and then sent to the department con- cerned. Comments are also read anonymously in group meetings. "Patients are very invested in their health care. We're getting it all because patients have skin in the game," she said. In addition to a 15 to 20 percent response rate, there's considerable qualitative data. "I've regarded the web site as word of mouth on steroids," Coccola said. "The Web consumer is more educated and we communicate in different ways than we used to [for example] through Facebook and Twitter. It's changed." Individuals "are motivated to shop. Think about not going to book a flight until you need it ... you're thoroughly engaged." Sonya Hagopian, Tufts Health Plan Edward Kolota, director of market planning and analysis at UMass Memorial Health Care in Worcester. PHOTO/COURTESY

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