Easy Ways to Segment Your Customers and Create Actions
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Health care reform created millions of new health care shoppers. Many of whom visited your website for the first time. You've did the work to support the new health care consumer on your site, but did you converting visitors into shoppers, and shoppers into repeated customers? You can find the deck associated with this presentation here. During this session we discussed: 1. How do you create and execute an effective segmentation strategy for health insurance shoppers? 2. Why Segment? 3. What Models? 4. What Methods? 5. What Results? 6. What Next?
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Easy Ways to Segment Your Customers and Create Actions
- 1. Why you should Segment Your Healthcare Customers and How to Do it AHIP 2014 Consumer Series Webinar Program October 2014
- 2. Our Host Principal at Kevin Riley & Associates | modelH • Former chief innovation officer of Florida Blue (BCBS of Florida) • Founder and former president/CEO of GuideWell • Founder of AssureClick • Founder of HealthTHREADS Kevin Riley & Associates formed to help companies with the convergence of health care and the consumer. He founded and was CEO of a national health care retail company, played leadership roles for several national retail health start-ups, and served as the first Chief Innovation Officer of a major insurance plan. Follow me on @kevineriley, linkedin, slideshare
- 3. Our Speakers Jennifer Haid Vice President, Consumer Strategy, Iconoculture, Inc. Debra Richman Senior Vice President, Nielsen Paul Janowitz CEO and Founder, icanmakeitbe>er
- 4. How do you create and execute an effective segmentation strategy for health insurance shoppers?
- 5. 1. Why Segment? 2. What Models? 3. What Methods? 4. What Results? 5. What Next?
- 6. Easy Ways to Segment Your Customers and Create Actions A QUICK RECAP
- 7. At our AHIP summer forum we talked a lot about various ways consumers approach healthcare. Can we briefly review?
- 8. Consumers are increasingly making healthcare decisions as they make other consumer decisions. It is critically important to know your Members as “Consumers”
- 9. Cost will continue to drive the Market. Consumers care about: • Price, Price, Price • Lower costs, regardless of health status
- 10. Understand Preferences & Trade Offs • Age matters in likeliness to accept benefit restrictions • There is increased receptivity to narrow networks among all consumer segments including Medicare • All segments want access to primary care, and are willing to trade off broader access to specialty care for lower costs
- 11. Change the Consumer Health Conversation Best self Balance Path
- 12. Easy Ways to Segment Your Customers and Create Actions WHY SEGMENT HEALTHCARE MARKETS?
- 13. Why do health plans need to consider segmentation in the new consumer markets? What are its practical implications and purposes. Can you provide some good examples?
- 14. Understand Preferences & Decision Making Consumers have unique sensibilities that directly affect behaviors; from healthcare to how they shop; integrating and balancing healthcare needs across their entire lives. THEN Women 18-49 Member NOW ( Women 18-49 (children = 2) + (self employed - family insurance coverage) + (uses smartphone 1.2 hours/day)+ (Cycles 3X/ weekly) + (Has Asthma- takes Rx )+ (HH income < $75K) + ( Light TV/ heavy online) Member
- 15. Syncing Behaviors with Consumers What we know about James’ media preferences: • Prefers the Fox News Channel, Golf Channel and AMC • Listens to news/talk radio • Reads National Geographic • Visits dLife.com for Diabetes info “James” What we know about James’ ailment(s): • Type 2 Diabetes sufferer • Diagnosed 2 years ago • Prescription drug coverage • Brand of meter/medications used most often What we know about James’ shopping behaviors: • Total value to the front/back of the store by key retailers • Target shopper but fills prescriptions at CVS • Purchases dietetic candy and first aid gauze products more than the average household Attitudes on James’ ailment(s) and other aspects of life: • Considers adding exercise to his routine the most challenging part of managing his diabetes • Part of the “Magic Bullet” segment for H&W attitudes • Very concerned with the ongoing economic crisis Illustrative …Ailments, Choices, Actions
- 16. Key Findings: Subgroups of Consumers STRATEGIC HEALTH PERSPECTIVES℠ Overall Regardless of narrow network tradeoffs, low monthly premiums is consistently the most important element across all chronic disease groups. Age Older consumers are much more likely to want access to leading hospitals in their area, while younger consumers are more interested in cash incentives or rewards for healthy behavior. Older consumers are also more likely to be interested in an extensive network of hospitals and doctors. Commercial Insurance Type No differences between those with employer-based & those who buy their own. • Findings do indicate individual plan members find an extensive network of doctors more important, as well as cash incentives for healthy behavior. • Those who have employer based plans are more concerned with lower costs associated with hospitalization and coverage for dependents. Uninsured The uninsured are primarily concerned with cost, such as low deductibles and low co-pays for doctor visits and generics. The uninsured are also more concerned with coverage at alternate sites of care. Medicaid Medicaid recipients find all out of pocket cost items to be much more important. They are primarily concerned with a low deductible followed by access to imaging at low cost sharing levels. Chronic Illness Those with Cancer & Diabetes rate benefit importance on a similar scale. However, some differences exist: • Those with cancer place more emphasis on direct access to imaging and specialists and an extensive network of doctors • Those with diabetes are generally more price sensitive. They place more emphasis on lower premiums and copays for doctor visits.
- 17. Cost Important, Network/Brand Less So Consumers concerned with cost elements, including deductibles and copays for doctors & hospitals… Brand is least important to decision Relative Importance of Benefit, Under Age 65 SHP CONSUMER 2014 Low monthly premiums 214 Has a low deductible Average* 186 Below Average Above Average 40 36 52 49 59 75 70 69 91 108 103 100 125 125 115 182 Low copay for doctor visits Access to all medical imaging (e.g. MRIs or CT scans) at reasonable cost-sharing, or co-pay, levels Reasonable cost sharing, or copay levels for hospitalization Direct access to all specialists (no referral needed) Low copay for generic drugs Coverage for dependents Includes an extensive network of doctors Access to leading hospitals in my area Access to cutting edge medical devices and medications Access to brand name drugs at reasonable cost-sharing, or co-pay, levels Coverage for medical care at retail clinics or urgent care centers Provides me with cash incentives or rewards for healthy behavior Coverage for a wide selection of brand name drugs Includes an extensive network of hospitals Coverage for over-the-counter medications The insurance brand is a name I know and trust Base: All US Adults Under Age 65 (2014 n=1015 in half sample) Respondents were given a maximum difference trade off exercise in which they were forced to choose the most preferred and least preferred plan feature. *Average is 100, and the scores represent importance relative to that average.
- 19. Resistance to Accountability An unfolding era of self-subsidy in health IconoCommunities Participants: “Reasonable health” penalties are not fair Yes 24% No 76% N = 336 Q: Do you think it would be fair if there were a nationally agreed upon standard for “reasonable health” from which penalties and rewards were determined? Source: IconoCommunities, November 2013 IconoCommunities Participants: Monetary rewards and/or penalties based on the quality of one’s health are not rational No Yes 78% 81% 84% 87% 22% 19% 16% 13% Employment Government or taxes Public or commercial transportation Consumer goods N = 336 Q: Do you think it is rational for people to be rewarded and/or penalized monetarily? Source: IconoCommunities, November 2013
- 20. Instincts Don’t Change Action, not Analysis Choices Do CPG World
- 21. When do segments not matter?
- 22. No $ Can’t Target No Time Monopoly
- 23. SEGMENTATION CRITICAL STEPS UNDERSTAND FIND ENGAGE • Consumer behaviors and aRtudes • Plan benefits that are most appealing to prospects • Inherent risk (chronic condiVons) and healthy behaviors • CompeVVve threats • Understand consumers as they make informed, personalized decisions • Help members improve their health and manage their chronic condiVons • Consumers -‐-‐ where and how they live, work and shop • PrioriVzed hot spots in market area • Media channels members are likely to uVlize and prefer
- 24. Only segment when you have money to create more than one “message” and when you can externally identify that segment to market to.
- 25. Easy Ways to Segment Your Customers and Create Actions WHAT MODELS & METHODS?
- 26. What are some of the new segmentation models & methods healthcare companies can use? Why are these useful and how do they fall short?
- 29. The Total Consumer WHAT THEY WATCH WHO THEY ARE WHAT THEY BUY ONLINE TV • Below Average TV Viewers • Watch College and Pro Sports • Watch ESPN, TBS, History, FX MOBILE • Heavy Internet Users • Visit EducaVon, Travel, Entertainment websites • Most Trusted Medium: Internet • Own a Smartphone • Use mobile apps • Use Mobile email and LocaVon-‐Based Services DEMOGRAPHICS HH Income: $100K+ • Married with Kids • Suburban Homeowners • College/Post Grad EducaVon • Work Full Time • Caucasian & Asian LIFESTYLE • Age 45-‐64 • • Belong to Country Club • Foreign, DomesVc Travel • A>end Theater, SporVng Events, Art Galleries/Shows HEALTH & WELLNESS • Exercise at Health Club, Play RecreaVon Sports • Go to Doctor for Regular Check-‐Ups • Eat Healthy & Pay A>enVon to NutriVon RETAIL • Order Any Items by Internet-‐ $200+ • Shop at Nordstrom, Kohl’s, Po>ery Barn • Prefer Products With the Latest Technology FINANCIAL AUTOMOTIVE • Income Producing Assets (IPA): $100K-‐ $500K • Use Licensed Financial Advisor • Do Online Banking • Have Mutual Funds, CDs & IRAs • Drive Luxury, Sport UVlity Vehicles • Belong to AAA Auto Club • Buy Auto Service at Dealer • Drive 15K+ Miles-‐ 1yr SOCIAL MEDIA • One+ Social Networking Profiles • Made a Comment/Post on Social Networking Page
- 30. Health Insurance Track Attributes CURRENT DEMOGRAPHICS COVERAGE PURCHASE PROCESS HEALTH BEHAVIORS & RISK • Current Plan Channel/ Source • Previous Insurance Status • Companies in Decision Set • Decision Making Criteria • Ideal Purchasing Environment • Exchange Plan Tiers and Subsidies • Reason for Uninsured • Source of Coverage • Provider • Medicare • Medicaid • Carrier • Plan type • Monthly Payment • DeducVble • Out-‐of-‐pocket Limit • SaVsfacVon • Current Health Status/ CondiVons • Treatment OpVons through Provider or Rx by Ailment • Exercise • Height/Weight • Dietary Habits • Use of Tobacco • Willingness to Spend on Wellness Products • Age/Gender/Race • Income/EducaVon • Sexual OrientaVon • OccupaVon • Business Owner • Nielsen SegmentaVon • Wealth Scores • Geography
- 31. What is the role of personas vs. segmentation? How can we use “agile” market research in conjunction with our big data and segmentation methods?
- 32. Nova Conversations, Not Questions 1% Law of averages vs. fast, real insights
- 33. Health Ailment Panels Information captured for ~57,000 households and 98,000 individuals Nielsen Health Ailment Panels Basic Patient Facts Acid Reflux/GERD/Heartburn Enlarged prostate (BPH) Acne Gum Disease (Gingivitis, Inflammation etc) Allergies – food related only Headache - Chronic/Tension/Migraine Allergies (outdoor, hay fever, indoor, Heart Disease/Heart Attack/Angina/Heart seasonal etc…) Failure Anxiety/Depression High Blood Pressure/Hypertension Arthritis – Osteo Imperfect vision (Near or Far-sightedness, Astigmatism, etc…) Arthritis – Rheumatoid Insomnia/Sleepless Asthma Irritable Bowel Syndrome (IBS) Attention Deficit Disorder/Hyperactivity Joint/Neck/Back Pain (not Arthritis) Bronchitis/Pulmonary Disease/COPD/Emphysema Lactose Intolerance Cholesterol Problems (i.e. High Cholesterol, Triglycerides) Menopause/Perimenopause Constipation (chronic) Muscle Pain/Spasms Pre-Diabetes Obesity/Over weight Diabetes - Type I Osteoporosis/Bone loss Diabetes – Type II Restless Leg Syndrome (RLS) Dry Eye (loss or reduction of ability to produce tears) Skin Condition (not Acne - Rash, Irritation, Psoriasis, Eczema, Dermatitis etc…) Eye Disease (Glaucoma, Cataracts etc) Urinary Incontinence/Overactive Bladder Basic Patient Facts Aliment Length HCP Interaction Ailment Treatments Influencers of Treatment Regimen Severity Insurance Type Caregiver Status Retail Clinic Utilization Cigarette/Tobacco Use Prevention/Promotion Concerns Heart Health Women’s Health Digestive Health Mental Alertness Energy Level Stress Reduction Smoking Cessation Weight Management Dental Health Vision Health Immunity System Osteoporosis Arthritis Pain Management
- 34. Using Health Ailment Panels TOP 5 PREVAILING AILMENTS FOR MEMBERS INSURED WITH… PRIVATE INSURANCE WITH RX COVERAGE MEDICARE MEDICAID PAY CASH / NO INSURANCE SUBSIDIZED/ FEDERALLY ASSISTED Menopause / Perimenopause Enlarged Prostrate Attention Deficit Gum Disease Attention Deficit Acne Eye Disease Asthma Headache- Chronic Gum Disease Allergies- Nonfood Heart Disease / Heart Attack Bronchitis / Pulmonary Acne Anxiety / Depression Imperfect Vision Osteoporosis / Bone Loss Constipation- Chronic Insomnia / Sleeplessness Constipation- Chronic Pre-Diabetes Arthritis-Osteo Anxiety/Depression Menopause/ Perimenopause Insomnia / Sleeplessness Individuals without insurance have the highest incidence of Gum Disease, Headaches, and Insomnia. Individuals with Medicaid and Federally Subsidized insurance have high rates of ADD/ADHD Source: Nielsen Homescan – Ailment Panel – Annual Survey 2014
- 36. What can be measured is, move from research to conversations that matter, speed and innovation trump all.
- 37. Easy Ways to Segment Your Customers and Create Actions WHAT ARE THE RESULTS?
- 38. What results should healthcare companies expect from their segmentation work? How do they turn their models into action?
- 39. Stories Sell Executives Matter Engage, Don’t Preach Agencies & Creatives Matter
- 40. Knowing Members as Consumers WHO THEY ARE WHAT THEY WATCH WHAT THEY BUY TV • Primetime TV Viewers • Watch Golf, Baseball, College Football & HBO ONLINE • Heavy Internet Users • Track Investments, make Travel Plans Online, Visit Facebook MOBILE • Own Smartphone • Surf Internet on Mobile • Annoyed by Phone Ads DEMOS • Age 35-54 • HH Income: $150K+ • Married, Kids • Homeowners LIFESTYLE • Do Scuba/Skin Diving/ Snorkeling, Mountain Biking • Go to Professional Football & Hockey games HEALTH & WELLNESS • Follow Regular exercise Routine • Buy Organic Foods • Take Vitamins RETAIL • Shop at Lord & Taylor, Crate & Barrel • Dine at Ruth’s Chris Steakhouse and Bertucci’s FINANCIAL • IPA: $500K-$1M • Use Licensed Financial Advisor • Annuity through credit union AUTOMOTIVE • Own Luxury Car • Belong to Auto Club • Recommend Vehicles they like to others • Drive 15K+ miles/year PRINT • Heavy Magazine & Newspaper Readers • Read Coastal Living, Food & Wine and Golf Digest
- 41. Consumers are increasingly making healthcare decisions as they make other consumer decisions. It is critically important to know your Members as “Consumers”
- 42. Understanding consumers as the unique groups they are is critical to creating efficiencies in marketing; attracting new customers and retaining members.
- 43. In a commoditized marketplace, go beyond basic demographics to obtain a complete view of what consumers are like, where they live & work & how they engage.
- 44. Create a story – who are you talking to, where did they eat today, how was their morning and why would they give a s*#! about what you have to say?
- 45. Easy Ways to Segment Your Customers and Create Actions WHAT LIES AHEAD?
- 46. What are your own predictions about the changing shopping habits of healthcare consumers? What makes you think this?
- 47. The “Healthcare Shopper” has emerged - consumers are making healthcare decisions like they are making other decisions and the same factors will apply: Convenience, Quality, Experience, Access, Cost
- 48. No One Knows Confusing Disruptive Opportunity
- 49. Final Thoughts
Notas del editor
- With health insurance becoming direct-to-consumer, the necessity to understand the segmentation of customers and prospects has never been higher. Do you know whom you want to target? Which prospects look most like your best customers? Which prospects are most likely to respond to a targeted offer? Who needs to leave, who should be retained, and who should be targeted for “win back”? The science of segmentation is the art of knowing your customers through the engineering of your product, message, channels and services to attract and keep them. And like all business functions, segmentation follows a maturity curve. Where are you today along the segmentation spectrum? Are you applying segmentation across the customer life cycle (awareness, acquisition, activation, and retention) as well as across functional areas (e.g., communications, medical, wellness, service)? As these questions imply, segmentation is also bridging the gap between data (IT), segmentation (analytics), insight (marketing), and action (line of business). Join us as we ask the experts simple ways to get started and keep moving along this spectrum. Discover techniques to produce quick wins and also collaborate to achieve a company-wise segmentation mindset. Learn how you can move segmentation out of strategy and into tactics.
- Create high quality content (videos, infographics, educational blog posts, etc.) that people will want to share through social networks.
- Create high quality content (videos, infographics, educational blog posts, etc.) that people will want to share through social networks.
- Create high quality content (videos, infographics, educational blog posts, etc.) that people will want to share through social networks.
- Create high quality content (videos, infographics, educational blog posts, etc.) that people will want to share through social networks.
- Create high quality content (videos, infographics, educational blog posts, etc.) that people will want to share through social networks.
- Create high quality content (videos, infographics, educational blog posts, etc.) that people will want to share through social networks.