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Personalize Marketing
and Patient Engagement
Like World Leading
Retailers
September 7, 2022
BRENT WALKER
SVP
Marketing
J. CASEY ALBERTSON
SVP
Psychographics
Presenters
Learning Objectives
• Identify the drivers of hospital and health system
choice among patient types
• Apply consumer industry methods to drive
breakthrough business results
Upfront Healthcare Services, Inc.
CONFIDENTIAL
Agenda
• News on PatientBond/Upfront
• Psychographics
• Consumer Industry approach to
understanding consumers/patients
• 2022 market research results on
drivers of hospital choice
• Q&A
+
PERSONALIZED NAVIGATION
& CARE TRAFFIC CONTROL
RETAINS EXISTING patients augmented
by psychographics
Upfront with PatientBond
acquire & retain all patients
through personalized
engagement and navigation
DIGITAL FRONT DOOR
How the health system
ACQUIRES NEW patients
● Urgent Care
● ED Conversion
● Psychographic
Provider
Recommendation
CONFIDENTIAL INFOMATION
Upfront Healthcare Services, Inc.
CONFIDENTIAL
Psychographics & Behavioral Science
Focus: Psychographic data and segmentation to tailor the
patient experience and increase patient activation
Design & Content Studio
Focus: Compelling patient-facing content to
drive behavior change
Healthcare Transformation
Focus: Healthcare and market context to inform best
practices, partnerships, and thought leadership
A cross-functional institute achieving best in class patient activation outcomes through data science, content and design, and healthcare transformation.
Bartosch Patient Activation Institute
Analytics & Data Science
Focus: Data products to generate insights, drive
optimization, and support thought leadership collateral
Psychographics
Upfront Healthcare Services, Inc.
CONFIDENTIAL
Psychographics
Behaviors
Demographics Superficial Insights
Age • Race • Gender • Income • Health • Condition
Intermediate Insights
Habits & Practices • Product & Service Utilization • Claims
Deep Insights
Attitudes • Values • Beliefs • Personality • Motivations
Healthcare Consumer Segmentation
Demographics and behavioral data are important, but psychographics uncover the “WHY”
Deeper
Insights
Upfront Healthcare Services, Inc.
CONFIDENTIAL
Why Psychographics?
Because Traditional Methods Like Demographic Segmentation are Not Enough
Upfront Healthcare Services, Inc.
CONFIDENTIAL
Psychographics Used Extensively in
Consumer-Centric Industries
• GEICO's share expanded by 0.9
percentage point as its written
premiums surged by 16.1%
• Porsche achieved 35% sales
increase of 911 in first 2 months
Same Product,
Differentiation Based
on Psychographics
$68,000 $79,000
Designing Multiple User
Experiences….
…or Focusing on a
Prime Prospect
Upfront Healthcare Services, Inc.
CONFIDENTIAL
Psychographics Get Beyond “One Size Fits All”
Patient Activation
Who is the
patient/consumer?
Demographics, socioeconomics,
health condition
What are their behaviors?
Utilization, claims data
Why are they doing
what they do?
Psychographics: Attitudes,
Values, Motivations
How do we influence
their actions?
Communication & Channel
preferences
Upfront Psychographic Segmentation Model
Each Segment Has a Different Engagement Strategy
Perfected Over 20 Years of Research and Implementation
Upfront Psychographic Segmentation Model
Primary Care
Emergency Room
Hospital
Urgent Care
• Whether have or not
• Frequency of visits
• Desired characteristics
Specialists
• Whether have or not
• Frequency of visits across
different types
• Ever visited/Overnight
• Factors driving choice of hospital
• Social Media
• Research
• Feedback
• Influences on perception of
hospital
• Satisfaction with aspects of hospital
stay
• Customer Service
• How prefer to engage
• How to improve
• Use and perceptions of:
• Portal
• App
• Website
• Reasons visit
• Frequency of communication
• Preferred methods of
communication
• Willingness to have procedure at
non-hospital facilities
• Frequency of visits
• Reason for visits
• Maximum distance
willing to travel
• Reasons for
choosing
• Walk-in or
appointment
• Check-in
preferences
• Maximum time in
waiting room
• What makes for a
good waiting room
experience
• Desired services
• Use versus Primary
Care
Social Determinants
of Health
• Support
• Access to care
• Access to healthy
factors
• Barriers to care
Telehealth/
Technologies
• Virtual Care
• Preferred interactions
• Confidence with Tech
• Types of apps used
• Websites visited
Insights across
the Healthcare
Ecosystem
Upfront Healthcare Services, Inc.
CONFIDENTIAL
Physically Healthy Physically Unhealthy
Overall Health Rating
Upfront Healthcare Services, Inc.
CONFIDENTIAL
Overall Mental/Emotional Health Rating
Upfront Healthcare Services, Inc.
CONFIDENTIAL
Healthy Lifestyle: Short or Long Termed Focus?
Upfront Healthcare Services, Inc.
CONFIDENTIAL
Primary Care
Specialists
Annual Physical
Upfront Healthcare Services, Inc.
CONFIDENTIAL
50%
55%
60%
65%
70%
75%
80%
85%
90%
Self
Achievers
Direction
Takers
Priority
Jugglers
Willful
Endurers
Balance
Seekers
Emergency Room
There is a significant opportunity to convert these
patients to Primary Care and other Service Lines
“
Our goal is to delight consumers at two
‘Moments of Truth’: first, when they
buy a product, and second, when they
use it. To achieve that, we live with our
consumers and try to see the world
and opportunities through their eyes.
At P&G the CEO is not the boss-the
consumer is.
A.G. Lafley, CEO of P&G
Upfront Healthcare Services, Inc.
CONFIDENTIAL
First Moment of Truth:
Choosing a Product or Service
Upfront Healthcare Services, Inc.
CONFIDENTIAL
Sources/Factors Influencing Choice of
Hospital for Overnight Stay
Upfront Healthcare Services, Inc.
CONFIDENTIAL
Top 3 Sources/Factors Influencing
Choice of Hospital for Overnight Stay
Upfront Healthcare Services, Inc.
CONFIDENTIAL
Sources/Factors Influencing Choice
of Hospital for Overnight Stay
Upfront Healthcare Services, Inc.
CONFIDENTIAL
Influences on Perception of Hospital
“Prior experience with hospital” is #1 for all segments
Self Achievers and Willful Endurers are More Likely
to Consider Other Factors on Reputation
Social Media
Do you look at social media when choosing a hospital?
Upfront Healthcare Services, Inc.
CONFIDENTIAL
Active on Social Media
Facebook 78.3% 79.4% 81.8% 70.0% 57.1% 79.0%
Twitter 55.2% 52.9% 18.2% 50.0% 28.6% 59.7%
TikTok 35.7% 27.9% 18.2% 50.0% 14.3% 39.8%
Yelp 15.9% 13.2% 27.3% 10.0% 14.3% 16.6%
YouTube 63.2% 51.5% 45.5% 60.0% 28.6% 70.2%
Used hospital social media prior to stay
National Rep
Sample
Self
Achievers
Balance
Seekers
Priority
Jugglers
Direction
Takers
Willful
Endurers
Social Media Apps/Sites Used to Choose a Hospital
(among respondents who used hospital social media prior to overnight stay)
Upfront Healthcare Services, Inc.
CONFIDENTIAL
0%
10%
20%
30%
40%
50%
60%
Willful
Endurers
Self
Achievers
Priority
Jugglers
Balance
Seekers
Direction
Takers
Visited Hospital's Website to Help Choose
Hospital Prior to Overnight Stay
Upfront Healthcare Services, Inc.
CONFIDENTIAL
Hospital Website
Upfront Healthcare Services, Inc.
CONFIDENTIAL
Top Reasons for Visiting a Hospital Website
“Find a doctor or other healthcare provider” is #1 for all segments
Self Achievers and Willful Endurers are More
Likely to Visit a Hospital Website to:
Upfront Healthcare Services, Inc.
CONFIDENTIAL
Geo-Targeting Messages by Segment
Best
Cardiac
Care
Walk-In
COVID
Testing!
No
Appointment
Needed
Highest
Ranked in US
News & World
Report
Top Rated
Doctors
Upfront has pre-segmented 250+ million adults across the U.S.
Second Moment of Truth:
Using a Product or Service
Upfront Healthcare Services, Inc.
CONFIDENTIAL
How could interactions with Hospital
Customer Service be improved?
1. Enable me to interact with a human
Customer Service Representative more
quickly without having to press a series of
steps/buttons on my phone
2. Shorter wait times to interact with a
Customer Service Representative
3. Customer Service Representative is
knowledgeable about my plan/benefits
Upfront Healthcare Services, Inc.
CONFIDENTIAL
Segment-Specific Channel Preferences
Upfront Healthcare Services, Inc.
CONFIDENTIAL
Preferred Frequency of Communications
Hospital Readmission Reduction
Congestive Heart Failure
Upfront Healthcare Services, Inc.
CONFIDENTIAL
Significantly Reduced All-Cause Readmissions
Pre-PatientBond
Readmissions Rate
Post-PatientBond
Readmissions Rate
Reduction in Rate
First 3 Months’
Savings*
Patient/Provider Match
Agree: I want to be matched with a physician who matches my personality
style and has similar attitudes and approaches to healthcare
Thank You!
Brent Walker
SVP Marketing
bwalker@upfronthealthcare.com
J. Casey Albertson
SVP Psychographics
jalbertson@upfronthealthcare.com
www.upfronthealthcare.com
Q&A

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SHSMD: Personalize Marketing and Patient Engagement Like World Leading Retailers

  • 1. Personalize Marketing and Patient Engagement Like World Leading Retailers September 7, 2022
  • 2. BRENT WALKER SVP Marketing J. CASEY ALBERTSON SVP Psychographics Presenters
  • 3. Learning Objectives • Identify the drivers of hospital and health system choice among patient types • Apply consumer industry methods to drive breakthrough business results Upfront Healthcare Services, Inc. CONFIDENTIAL Agenda • News on PatientBond/Upfront • Psychographics • Consumer Industry approach to understanding consumers/patients • 2022 market research results on drivers of hospital choice • Q&A
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  • 5. PERSONALIZED NAVIGATION & CARE TRAFFIC CONTROL RETAINS EXISTING patients augmented by psychographics Upfront with PatientBond acquire & retain all patients through personalized engagement and navigation DIGITAL FRONT DOOR How the health system ACQUIRES NEW patients ● Urgent Care ● ED Conversion ● Psychographic Provider Recommendation CONFIDENTIAL INFOMATION
  • 6. Upfront Healthcare Services, Inc. CONFIDENTIAL Psychographics & Behavioral Science Focus: Psychographic data and segmentation to tailor the patient experience and increase patient activation Design & Content Studio Focus: Compelling patient-facing content to drive behavior change Healthcare Transformation Focus: Healthcare and market context to inform best practices, partnerships, and thought leadership A cross-functional institute achieving best in class patient activation outcomes through data science, content and design, and healthcare transformation. Bartosch Patient Activation Institute Analytics & Data Science Focus: Data products to generate insights, drive optimization, and support thought leadership collateral
  • 8. Upfront Healthcare Services, Inc. CONFIDENTIAL Psychographics Behaviors Demographics Superficial Insights Age • Race • Gender • Income • Health • Condition Intermediate Insights Habits & Practices • Product & Service Utilization • Claims Deep Insights Attitudes • Values • Beliefs • Personality • Motivations Healthcare Consumer Segmentation Demographics and behavioral data are important, but psychographics uncover the “WHY” Deeper Insights
  • 9. Upfront Healthcare Services, Inc. CONFIDENTIAL Why Psychographics? Because Traditional Methods Like Demographic Segmentation are Not Enough
  • 10. Upfront Healthcare Services, Inc. CONFIDENTIAL Psychographics Used Extensively in Consumer-Centric Industries • GEICO's share expanded by 0.9 percentage point as its written premiums surged by 16.1% • Porsche achieved 35% sales increase of 911 in first 2 months
  • 11. Same Product, Differentiation Based on Psychographics $68,000 $79,000
  • 13. Upfront Healthcare Services, Inc. CONFIDENTIAL Psychographics Get Beyond “One Size Fits All” Patient Activation Who is the patient/consumer? Demographics, socioeconomics, health condition What are their behaviors? Utilization, claims data Why are they doing what they do? Psychographics: Attitudes, Values, Motivations How do we influence their actions? Communication & Channel preferences
  • 15. Each Segment Has a Different Engagement Strategy
  • 16. Perfected Over 20 Years of Research and Implementation Upfront Psychographic Segmentation Model
  • 17. Primary Care Emergency Room Hospital Urgent Care • Whether have or not • Frequency of visits • Desired characteristics Specialists • Whether have or not • Frequency of visits across different types • Ever visited/Overnight • Factors driving choice of hospital • Social Media • Research • Feedback • Influences on perception of hospital • Satisfaction with aspects of hospital stay • Customer Service • How prefer to engage • How to improve • Use and perceptions of: • Portal • App • Website • Reasons visit • Frequency of communication • Preferred methods of communication • Willingness to have procedure at non-hospital facilities • Frequency of visits • Reason for visits • Maximum distance willing to travel • Reasons for choosing • Walk-in or appointment • Check-in preferences • Maximum time in waiting room • What makes for a good waiting room experience • Desired services • Use versus Primary Care Social Determinants of Health • Support • Access to care • Access to healthy factors • Barriers to care Telehealth/ Technologies • Virtual Care • Preferred interactions • Confidence with Tech • Types of apps used • Websites visited Insights across the Healthcare Ecosystem
  • 18. Upfront Healthcare Services, Inc. CONFIDENTIAL Physically Healthy Physically Unhealthy Overall Health Rating
  • 19. Upfront Healthcare Services, Inc. CONFIDENTIAL Overall Mental/Emotional Health Rating
  • 20. Upfront Healthcare Services, Inc. CONFIDENTIAL Healthy Lifestyle: Short or Long Termed Focus?
  • 21. Upfront Healthcare Services, Inc. CONFIDENTIAL Primary Care
  • 23. Annual Physical Upfront Healthcare Services, Inc. CONFIDENTIAL 50% 55% 60% 65% 70% 75% 80% 85% 90% Self Achievers Direction Takers Priority Jugglers Willful Endurers Balance Seekers
  • 24. Emergency Room There is a significant opportunity to convert these patients to Primary Care and other Service Lines
  • 25. “ Our goal is to delight consumers at two ‘Moments of Truth’: first, when they buy a product, and second, when they use it. To achieve that, we live with our consumers and try to see the world and opportunities through their eyes. At P&G the CEO is not the boss-the consumer is. A.G. Lafley, CEO of P&G Upfront Healthcare Services, Inc. CONFIDENTIAL
  • 26. First Moment of Truth: Choosing a Product or Service
  • 27. Upfront Healthcare Services, Inc. CONFIDENTIAL Sources/Factors Influencing Choice of Hospital for Overnight Stay
  • 28. Upfront Healthcare Services, Inc. CONFIDENTIAL Top 3 Sources/Factors Influencing Choice of Hospital for Overnight Stay
  • 29. Upfront Healthcare Services, Inc. CONFIDENTIAL Sources/Factors Influencing Choice of Hospital for Overnight Stay
  • 30. Upfront Healthcare Services, Inc. CONFIDENTIAL Influences on Perception of Hospital “Prior experience with hospital” is #1 for all segments
  • 31. Self Achievers and Willful Endurers are More Likely to Consider Other Factors on Reputation
  • 32. Social Media Do you look at social media when choosing a hospital?
  • 33. Upfront Healthcare Services, Inc. CONFIDENTIAL Active on Social Media
  • 34. Facebook 78.3% 79.4% 81.8% 70.0% 57.1% 79.0% Twitter 55.2% 52.9% 18.2% 50.0% 28.6% 59.7% TikTok 35.7% 27.9% 18.2% 50.0% 14.3% 39.8% Yelp 15.9% 13.2% 27.3% 10.0% 14.3% 16.6% YouTube 63.2% 51.5% 45.5% 60.0% 28.6% 70.2% Used hospital social media prior to stay National Rep Sample Self Achievers Balance Seekers Priority Jugglers Direction Takers Willful Endurers Social Media Apps/Sites Used to Choose a Hospital (among respondents who used hospital social media prior to overnight stay)
  • 35. Upfront Healthcare Services, Inc. CONFIDENTIAL 0% 10% 20% 30% 40% 50% 60% Willful Endurers Self Achievers Priority Jugglers Balance Seekers Direction Takers Visited Hospital's Website to Help Choose Hospital Prior to Overnight Stay
  • 36. Upfront Healthcare Services, Inc. CONFIDENTIAL Hospital Website
  • 37. Upfront Healthcare Services, Inc. CONFIDENTIAL Top Reasons for Visiting a Hospital Website “Find a doctor or other healthcare provider” is #1 for all segments
  • 38. Self Achievers and Willful Endurers are More Likely to Visit a Hospital Website to:
  • 39. Upfront Healthcare Services, Inc. CONFIDENTIAL Geo-Targeting Messages by Segment Best Cardiac Care Walk-In COVID Testing! No Appointment Needed Highest Ranked in US News & World Report Top Rated Doctors
  • 40. Upfront has pre-segmented 250+ million adults across the U.S.
  • 41. Second Moment of Truth: Using a Product or Service
  • 42. Upfront Healthcare Services, Inc. CONFIDENTIAL How could interactions with Hospital Customer Service be improved? 1. Enable me to interact with a human Customer Service Representative more quickly without having to press a series of steps/buttons on my phone 2. Shorter wait times to interact with a Customer Service Representative 3. Customer Service Representative is knowledgeable about my plan/benefits
  • 43. Upfront Healthcare Services, Inc. CONFIDENTIAL Segment-Specific Channel Preferences
  • 44. Upfront Healthcare Services, Inc. CONFIDENTIAL Preferred Frequency of Communications
  • 46. Upfront Healthcare Services, Inc. CONFIDENTIAL
  • 47. Significantly Reduced All-Cause Readmissions Pre-PatientBond Readmissions Rate Post-PatientBond Readmissions Rate Reduction in Rate First 3 Months’ Savings*
  • 48. Patient/Provider Match Agree: I want to be matched with a physician who matches my personality style and has similar attitudes and approaches to healthcare
  • 49. Thank You! Brent Walker SVP Marketing bwalker@upfronthealthcare.com J. Casey Albertson SVP Psychographics jalbertson@upfronthealthcare.com www.upfronthealthcare.com Q&A