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Understanding consumer attitudes, barriers, and word-strings around advanced care

Eliza Corporation

June 2013

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OPPORTUNITIES AND CHALLENGES Who’s having advanced care conversations? How can we further engage them?

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The good news

68.3%

29.3%

2.3%

Have you ever had conversations about end-of-life wishes – either yours or someone’s you care about?

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The not-so-great news …

28.2%

55.6%

16.2%

If yes, did you complete any documentation about this conversation?

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Now if we could only find it

34.7%

65.2%

If you did document your preferences, is it stored somewhere that would be easy for a loved one or medical staff to quickly find?

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Opportunity knocks

43.6%

32%

24.3%

Do you wish there were a tool, like a conversation starter, that would make/would’ve made that conversation easier?

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People will engage with their health plan on this topic

24.3%

18.9%

13.9%

11.6%18.5%

5.8%7.9%

If your health insurer offered resources to help you think through and document your wishes, how likely would you be to use these kinds of resources?

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And it’s the government’s responsibility

6.1%1.5%2.7%

8.1%

15.4%10.8%

55.2%

How important do you think it is for the government to make sure all active duty military members have their end-of-life wishes documented so that in the case of a medical emergency or serious illness they get the care they want?

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Key considerations Targeting

o Health plan members

o Active duty military

Messagingo Record your preferences now – not when you’re sick

o Make sure others can find and honor your preferences

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WORD-STRINGS AND TERMINOLOGY What words do people use to describe advanced care planning?

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We asked for terms to describe roles: o “Loved ones who care for them at the end of their lives” – we expected CAREGIVER and

heard…

o “Person they designate to make healthcare decisions on their behalf” – we expected PROXY and heard…

Confusing, inconsistent terminology

Don't know Family Caregiver Caretaker Power of Attorney

% R

espo

nses

% R

espo

nses

48%

24% 21%

4% 3%

32% 30%

15% 11% 10%2%

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“Do you know what these terms mean?”

Depending on who you talk to

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“I’m concerned about final expenses”

“the way that the doctors worded it gave my father a lot

of false hope”

“different departments need to make sure that they are all

giving us the same message”

“have a regular conversation – not just for the patient but for the patient’s family as well”

“the doctor listened and wrote down all her wishes”

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Key considerations Targeting

o The caregiving experience

o Families and spiritual advisors

Messaging o Start simple, and define terms as you go along

o Acknowledge the tradeoffs — Being at peace ranks high for many key segments — Independence is a key theme for men, while comfort wins among women

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CAREGIVERS AND HEALTH DATA Connecting caregivers with the information they need

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Caregivers are eager to access online health data

60% of caregivers say it is important to their choice of health insurance to be offered easy access to PHI

Nearly 70% of caregivers say the ability to access their own PHI without asking their doctor is important

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Caregivers are eager to use online health data

Fewer than half of caregivers (48%) are concerned about the safety and privacy of the information in their online personal health record; nearly one-quarter say they are not concerned

Caregivers are more apt to take action on health information found online without speaking with a doctor

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Caregivers are more apt to be early adopters of technology

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Caregivers are more apt to access online and offline health records

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Key considerations Targeting

o Caregivers

o Early adopters

Messagingo Empower yourself to understand and honor loved ones’ values

o Empower your family to understand and honor your values

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QUESTIONS? LET ME ASK THE EXPERTS BACK HOME.