Incentivizing Behavior Change: Improving Connected Health … · 2018-10-09 · Frequencyof Using...

www.parksassociates.com

Incentivizing Behavior Change: Improving

Connected Health Outcomes

August 71:00 PM CT

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Speakers

Jennifer KentResearch Quality & Product DevelopmentParks Associates

Kate BalboniDirector of Sales & MarketingGiftCard Partners

Matthew MillerVP, Behavior ScienceStayWell

Erica MorgensternVP, Marketing CommunicationsWelltok


Consumers want help getting healthy

0% 10% 20% 30% 40% 50% 60%

None of the above

Reducing use of tobacco or alcohol

Discovering age and health appropriate exercise

Shopping for and eating healthier meals

Reducing stress and mood swings

Improving overall life quality

Improving sleep quality

Losing weight/getting into better shape

Perceived Health Management Needs (Q2/18)Among Consumers in U.S. BB HHs, n = 5,026, ±1.38%

"H4205. With which of the following would you like to help? Select all that apply." | Asked of a 5,026 Subgroup of U.S. BB HHs Source: Multiple Surveys: American Broadband Households and Their Technologies | © 2018 Parks Associates


Address Differing Consumer Needs

0% 10% 20% 30% 40% 50% 60% 70% 80%

None of the above

Reducing use of tobacco or alcohol

Discovering age and health appropriate exercise

Shopping for and eating healthier meals

Reducing stress and mood swings

Improving overall life quality

Improving sleep quality

Losing weight/getting into better shape

Patients with chronicconditions(57% of BB HHs, n=2,841,±1.84%)

Patients without chronicconditions(43% of BB HHs, n=2,185,±2.1%)

Perceived Health Management Needs by Chronic Conditions (Q2/18)Among U.S. BB Respondents in Specified Groups

"H4205. With which of the following would you like to help?" | "H4200. Do you have any of the following conditions?" | Asked of a 5,026 Subgroup of U.S. BB HHs | Source: American Broadband Households and Their Technologies Q2 2018 | N=10,024, ±0.98% | © 2018 Parks Associates


Consumers Accept Accountability

80% 60% 40% 20% 0% 20% 40% 60% 80% 100%

I can't afford to be healthy

I need others' help to improve my health

The people around me take better care of their health than I do

I only think about my health when I'm sick

Changing my health habits is too difficult

I don't have the time or energy to do what I have to do

The more I learn about my own habits and lifestyle, the better Ican improve my health

I am solely accountable for daily activities that affect my health

Disagree (Rating 1-3) Agree (Rating 5) Strongly agree (Rating 6-7)

Consumer Attitudes towards Managing Personal Health (Q2/17)Among U.S. BB HHs Surveyed, n = 5,012, ±1.38%

"H4315. Please rate your level of agreement with the following statements about your health and how you manage your health." | Asked of a 5,012 Subgroup of U.S. BB HHs | Source: American Broadband Households and Their Technologies Q2 2017 | N=10,018, ±0.98% | © 2017 Parks Associates


Frequency drops off, then sustains

0%

20%

40%

60%

80%

100%

3 months or less(7% of Subset,n=41*, ±15.3%)

4-6 months(10% of Subset,n=63, ±12.4%)



More than 24 months(33% of Subset,n=197, ±6.98%)

Fitness tracker

Several times a day

Daily/Almost daily

1-3 times a week

1-3 times a month

No longer use/ occasionallyuse

Frequency of Using Fitness Trackers by Length of Ownership (Q2/17)Among the 12% of Respondents Owning Fitness Trackers

*Indicates small sample size, results provide DIRECTIONAL information only"H4110. During the last month, how often have you used the following devices? - A digital pedometer or fitness/activity tracker" | Asked of a 5,012 Subgroup of U.S. BB HHs | Source: American Broadband Households and

Their Technologies Q2 2017 | N=10,018, ±0.98% | © 2017 Parks Associates


A Variety of Incentives for Engagement

0% 5% 10% 15% 20% 25%

Any type of penalty if you participate initially but drop out later

Any type of penalty if you participate but fail to achieve goals

Reduction in annual deductible if you manage to achieve goals

Rewards that you can earn and redeem for products and services

A discount on your health insurance premium if you manage to achieve goals

A discount on fitness/wellness devices

Cash incentive for you to sign up for this program

Free passes to fitness clubs

Free fitness/wellness device

A discount on the monthly fee for fitness clubs

Employer/Insurer Incentives Included in a Wellness Program (Q2/17)Among the 18% of Respondents in BB HHs Participating in a Wellness Program, n= 920, ±3.23%)

"Q4270. Does your employer/insurer offer the following as part of the wellness program?" | Asked of a 5,012 Subgroup of U.S. BB HHs Source: American Broadband Households and Their Technologies Q2 2017 | N=10,018, ±0.98% | © 2017 Parks Associates


Speakers

Jennifer KentResearch Quality & Product DevelopmentParks Associates

Kate BalboniDirector of Sales & MarketingGiftCard Partners

Matthew MillerVP, Behavior ScienceStayWell

Erica MorgensternVP, Marketing CommunicationsWelltok

B2B Incentives & Rewards

Helping companies understand how incentives and rewards can help their business for 10+ years

Personalized approach to selecting the best gift cards for their programs:

CVS Pharmacy Corporate Gift Card Program in the wellness space

• Product development: Selectively-filtered card (CVS Select® Gift Card)

• Brand resonates with all age groups & demographics

Corporate health & wellness & Medicaid/Medicare Employee recognition

Motivation and sales incentives Workplace Safety

Customer loyalty rewards

Creating a Culture of Wellness Using the Right Rewards

Promoting Wellness with Incentives/Rewards

• Educate with content

• Collaborate with our customers to determine their challenges and goals

• Help select the right rewards for each wellness program

Content Consult Reward

Presented by Matthew Miller, Ph.D., Vice President of Behavioral Science, StayWell

Incentivizing Behavior Change: Improving Connected Health Outcomes

Illuminating the path to better health

At StayWell, we believe in the transformational power of health.

BehaviorChange Education Inspiration

©The StayWell Company, L.L.C. All rights reserved.

A scientifically proven approach

40 years of unparalleled expertise

Evidence-based approach with 100+ studies published

Walking the talk with insights from Bean,

our learning lab

40

Personalized Health Incentives

ERICA MORGENSTERN | VP, Market ing Communications

EMAIL: pr@Wel l tok.com

l CONFIDENTIAL INFORMATION © WELLTOK 2018

Data-driven, enterprise SaaS

company offering a sponsor branded

consumer activation platform

WHO ARE WE?

INTRODUCING WELLTOK

WHO DO WE SERVE?

Health Plans

Providers

Employers

Health ServicesPharmacy

Public & Community

WHAT’S THE VALUE?

Enable customers (sponsors) to activate

consumers by targeting and connecting them

with personalized health resources

WHAT DO WE DO?

• Power growth and retention initiatives

• Improve healthcare value

• Streamline the consumer experience


MA

CH

INE

LEA

RN

ING

WELLTOK’S CONSUMER ACTIVATION PLATFORMApplying Big Data and Machine Learning to Optimize Programming and Activate Consumers

• Who is most impactable?

• Who is most receptive?

• What are the best channels?

MASTER CONSUMER INDEX

CLAIMS CLINICALELIGIBILITY

CONSUMER DATA

DRIVE CONSUMER ACTIVITY COMPLETION AND REWARD ACTIONS

APPLY PROPRIETARY MACHINE LEARNINGTO CURATED CONSUMER DATA SETS

IDENTIFY ROI-DRIVENPROGRAM DESIGN & OUTREACH

SPONSOR LOGO

PERSONALHEALTH

ITINERARY


How to keep consumers on track?


Consumers lose interest, motivation

0% 5% 10% 15% 20% 25% 30% 35%

Other reason

The companion software is terrible

I lost the device

The device was an unwanted gift

Device is too difficult to use

I found a different type of device that works better for my needs

I no longer perform the activity that I used the device for on a regular basis

Device is broken or malfunctioning

I forget to use the device

I lost interest in using the device

Reasons for No Longer Using a Connected Health Device (Q2/17)Among the 4% of U.S. BB HHs Owning a Health Device But No Longer Using It, n = 220, ±6.61%

"H4120. Which of the following best describes why you no longer use the device?" | Asked of a 5,012 Subgroup of U.S. BB HHs Source: American Broadband Households and Their Technologies Q2 2017 | N=10,018, ±0.98% | © 2017 Parks Associates

% Selecting Reason

How to Use Wellness Incentives Effectively

The goal is to create habits that will last.

Engagement strategies that keep users on track:

Ask your members / employees

Focus on clear communication

Strive for frequency & consistency

Leverage technology to measure and deliver incentives

Incorporate non-cash rewards

"Non-cash incentive programs are 50-150% more likely to be linked to employee retention,

satisfaction, and performance than cash-only incentive structures.”

Incentive Research Foundation - Establishing the Intangible, Non-Financial Value of Awards Programs


5 KEY CAPABILITIES OF A CONSUMER ACTIVATION PLATFORM

CE Leaders Tackle Wellness


CE Leaders Tackle Wellness

Samsung Gear Fit2 Pro and Gear Sport offered to UnitedHealthcare Motion wellness program participants

Aetna offers free Apple Watch to 50,000 employers, and at a subsidized cost for customers and large employers.

As of October 2017, more than 6.8M Fitbit users have connected their data to employer, insurer and heath systems population health programs.

Designing an Effective Incentive Program


25Reference: Anderson D, Grossmeier J, Seaverson ELD, Snyder D. The Role of Financial Incentives in Driving Employee Engagement in Health Management. ACSM’s Health & Fitness Journal, 2008;12(4):18-22.

Incentives drive compliance for simple tasksImpact on health assessment participation

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

$0 $100 $200 $300 $400 $500 $600

HA

Part

icip

atio

n

Incentive ValueN = 36 StayWell clients


26Reference: Gingerich SB, Anderson DR, Koland H. Impact of financial incentives on behavior change program participation and risk improvement in worksite health promotion. American Journal of Health Promotion, 2012;27(2):119-122..

Incentives increase coaching participation

N = 24 StayWell clients; > 500,000 employees

26%30%

76%83%

20%25%

0%

25%

50%

75%

100%

No Incentive Incentive

Part

icip

atio

n R

ates

Registration Completion Throughput


INTEGRATED INCENTIVE & REWARD MANAGEMENTSophisticated Ability to Tie Any Consumer Actions to Any Rewards

TARGETED BEHAVIORS

INCENTIVES

ACTIONS

REWARDS

DOLLAR AMOUNT

# POINTS/ENTRIESVA

LUE

INTRINSIC REWARDS

EXTRINSIC REWARDS

TYP

E

OUTCOMES BASED

PARTICIPATION

AC

TIO

N


PERSONALIZE

TARGETEDBEHAVIORS

REWARDS

ACTIONS

INCENTIVES

BENEFITS

CLINICAL DATA

CLAIMS DATA

CONSUMER INSIGHTS

CONSUMERACTIONS

CONSUMERINPUTS

PERSONALIZED INCENTIVE MODEL DRIVES & REWARDS ACTION


INCENTIVE DESIGN: DEFINING EFFORT LEVEL

The Benefits of Gift Cards in Wellness

Versatility

• Create initial participation / engage employees in new initiatives

• Encourage ongoing participation until a habit is formed

• Acquire new members

Flexibility

• Fits with smaller budgets: discounts on bulk purchases

• Easy to incorporate into current programs

Choice

• Health-centric brands align with a ‘Culture of Wellness’ message

• Various brands available for different members of your population

Gift Cards Growing in Popularity

as Reward

“Over 50% of companies predict

they will increase spending on gift

cards, and roughly 1 in 5

companies will be increasing their

budgets by over 10% in the

coming year.”

A Closer Look at Gift Cards, IRF 2018 Study


WWW.PARKSASSOCIATES.COM

Jennifer KentDirector, Research Quality & Product

Development

[email protected]

Thank You

Incentivizing Behavior Change: Improving Connected Health … · 2018-10-09 · Frequencyof Using...

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