This presentation provides an overview of a psychographic segmentation model and how it has been integrated into an automated patient engagement platform to drive significant patient behavior change to reduce hospital readmissions and enhance health coaches' work with patients who have diabetes or musculoskeletal issues

1. Advancing Beyond Patient
Engagement
to Behavior Change
Brent Walker, EVP & CMO, c2b solutions
www.c2bsolutions.com

2. Background:
Psychographic Segmentation and its
Application in Healthcare
➶ c2b founded in 2012
➶ Long careers leading healthcare insights
and consumer behavior change at P&G
➶ Helping healthcare organizations enhance
patient engagement and drive behavior
change
➶ Insights PLUS Application/Operationalizing

3. Significant Opportunities to Employ Valuable
Consumer Understanding and Marketing Expertise in
Healthcare
95%
Percentage of health leaders who identify patient engagement as
very important in transforming healthcare
National eHealth Collaborative
21%
Increase in medical costs of patients with the lowest activation
scores as compared to those with the highest scores
Robert Wood Johnson Foundation
12.5%
Reduction in hospital admissions among patients with enhanced
decision-making support through technology and coaching
Robert Wood Johnson Foundation
0.08%
Response rate for email advocacy messages. Text/SMS advocacy
messages had a 4.7% response rate
Harvard Family Research Project

4. How Healthcare Companies
Generally Approach Consumers

5. So is Education the Answer?

7. What are
Psychographics?

8. Healthcare Consumer
Segmentation
• Demographic, Socioeconomic, Health Condition 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)
• Psychographic Segmentation: Grouping people by shared values, principles,
beliefs, emotions, personality, interests and lifestyle
– Advantages – More effective in resonating with a consumer’s
motivations and unarticulated needs
Surfac
e
Deepe
r
I
N
S
I
G
H
T
S

9. One of the secrets
to P&G’s success

10. Evolution of Psychographic Health & Wellness Models
Golden Pond 28% Apple Pie 27% Out of Sight 18%Health Searcher 18% Maverick 18%
65+/Medicare
2004 - 2007
Independent Spirit 22%Guardian 25%Life Balancer 35%Purposeful Idealist 18%
Baby Boomers
2008 - 2010
Pan Health
2011 - 2012
Predictability
of each
model
improved in
succession

11. c2b Research Summary
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 -
Satisfactio
n, Desired
Benefits
Health
Care
Attitudes
Conditions
Experience,
Current
Medications,
OTC Attitudes
Health
Care
Reform
Attitudes
Sources of
Health Care
Information
& Media
Demographics
Socioeconomics
Geography
51 Health
Conditions
including…
• Anxiety
• Diabetes
• Heart Disease
• Depression
• COPD
• Obesity
• Hypertension
More than 50 Million Data Points on
Healthcare Consumer Attitudes and Behaviors

12. There are Five c2b solutions Psychographic
Segments (Shown as a percent of the U.S. Population)

13. Self Achievers
Self Achievers are the most proactive when
it comes to their wellness, investing what is
necessary toward their health and
appearance.
Self Achievers may actually have health
issues, but they stay on top of them with
regular medical check-ups, health
screenings, and research.
Self Achievers are task oriented, and will
tackle a challenge if they are given
measurable goals.

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

15. Priority Jugglers
Priority Jugglers are very busy with
many responsibilities. Because of all
these responsibilities, Priority
Jugglers may not take the time to
invest in their own wellbeing and are
reactive when it comes to health
issues.
However, Priority Jugglers are very
proactive when it comes to their
family’s health and will make sure their
loved ones receive the care they need.

16. Direction Takers
Direction Takers believe their physician is the
most credible resource for their healthcare needs.
Direction Takers like to “cut to the chase” and
look to their physician and other healthcare
professionals for direction and guidance because
of their expertise and credentials.
Direction Takers are more likely to go to the
doctor at the first sign of health concerns.
However, Direction Takers 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.

17. Willful Endurers
Willful Endurers live in the “here and
now” and believe there are more
important things to focus on than
improving their health for the future.
Willful Endurers are not necessarily
unhealthy, but they do what they like,
when they like, and are less likely to
change their habits. They are self-
reliant and can withstand anything life
throws at them, going to the doctor only
when they absolutely must.

18. The Psychographic Segments Appear Across all DemographicsThe Segments are in Every Population and Health Condition
0%
5%
10%
15%
20%
25%
30%
35%
40%
Gen Pop 18-24 Hispanic Medicaid Uninsured HMO Health
Balance Seekers
Willful Endurers
Priority Jugglers
Self Achievers
Direction Takers
0
10
20
30
40
50
60
70
Total Rep Pneumonia* Chronic
Obstructive
Pulmonary
Disease
(COPD)
Heart Attack/
Failure*
Had A Hip
Replacement
Had A Knee
Replacement
Balance Seekers
Willful Endurers
Priority Jugglers
Self Achievers
Direction Takers
Issues tied to 30
day readmission

19. Segment Description Engagement Strategy
Balance
Seekers
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.
Context, Candor and
Choices to be made
Willful
Endurers
27%
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
Priority
Jugglers
18%
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
Self
Achievers
24%
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
Direction
Takers
13%
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
Each psychographic segment is unique in its
motivations and communications preferences

20. “The pilot program demonstrated that the consumer-segmentation strategy
improved goal attainment, which is how health coaches measure success. It also
improved satisfaction for both participants and coaches.”
Recognizing the Need for Consumer Understanding
“Psychographic segmentation represents an opportunity to take
behavior influence ‘secrets’ of the consumer industry and apply
them to population health.”
“We, as health care providers, are used to working with patients in
ways that are comfortable for us… We all want to do the right thing,
but to provide patient-centered care we need to make an effort to
understand what motivates patients.”
“Psychographics Are Just as Important for Marketers as
Demographics… Until recently, however, it was a lot harder to get
psychographics than demographics, and even if you had psychographic
data, it wasn’t always obvious how to make it actionable”.

21. Making it Actionable:
Identifying Consumers by Segment
12 Question Classifier

22. One-on-One Engagement
Ongoing Results
• 83% of participants progressed against their goals
• Diabetes population +90% change in mean goals
completed.
• Qualitative feedback from the health coaches:
• "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 time to form a bond with the patients
and engage in meaningful coaching.”
Health Coaches

23. What We Needed

24. PatientBond –
Automating Psychographic Segment-Specific Communications
Wellness
Your Healthcare
Consumer
Audience
PatientBond communicates
and modifies behavior using
a preference based outbound
communications system for
numerous applications
We Segment
Your Consumers

25. Automated Engagement
Readmissions
Cambridge, Massachusetts

26. We aligned them to the workflow for automated
engagement with psychographic messaging
Pre-surgery
Post-surgery
Email Texts
Segment Specific
Messages

28. Automated Engagement
Readmissions
Cambridge, Massachusetts

29. Demonstrated Behavior Change….with Proven Outcomes and
Results
• Doubled Consumer Response Rate to Direct Mail Advertising for Insurance Companies
• Significant Increase in Workplace Wellness Program Participation
• 72% of at-risk blue collar workers in a pilot at Fortune 50 company joined 12 week
diabetes education series
• Influencing Patients to Join a Physician Practice
• 292% average increase in consumer Website visits per month
• Reduced Care Gaps and Missed Appointments at Health System
• Focus on Medicaid, Hispanic and rural communities
• 22% reduction in missed appointments
• +$70,000/month revenue recapture
• 18% increased compliance in requisite screenings for closing care gaps at individual level
• Increased Payment Collections and Patient Loyalty for Chain of Urgent Care Clinics
• 2X increase in monthly collections
• >70% of all payments within 48 hours of communications
• Achieved high Net Promoter Scores and “Likelihood to Recommend”

30. On the next slide is a URL to:
1. Discover your psychographic segment
1. Experience a PatientBond demonstration
• Text
• Email
• Phone Call/Interactive Voice Response
Experience a Demonstration

31. c2b.patientbond.com/engage
Wifi:
 Network: Marriott_CONFERENCE
 Code: mcne2016
Experience a Demonstration
@c2b_solutionswww.c2bsolutions.com

32. Thank You!
@c2b_solutionswww.c2bsolutions.com
brent@c2bsolutions.com