Consumer Engagement:
Possibilities and Challenges
Jill Yegian
Director, Research and Evaluation
June 29, 2010
Overview
• Public reporting, quality transparency
2
o
What we did,
did what we learned
• Communicating
g about evidence-based
health care
o
What we did, what we learned
• Opportunities and Challenges
CALIFORNIA HEALTHCARE FOUNDATION
www.chcf.org
CalHospitalCompare.org
p
p
g
CALIFORNIA HEALTHCARE FOUNDATION
www.chcf.org
3
CalQualityCare.org
CALIFORNIA HEALTHCARE FOUNDATION
www.chcf.org
4
What We Learned
1 • Public reporting is an effective way to stimulate
provider/plan
p
p
improvement
p
– at least for hospitals
p
2
3
•
“Credible threat of consumer engagement”
is vital – but real audience is limited
4 • Timing is key – “teachable moment”
•
Measures are time-consuming to develop and test,
and lacking for costly
costly, “shoppable”
shoppable therapies
•
Combine what they want with what they need
CALIFORNIA HEALTHCARE FOUNDATION
www.chcf.org
Online Marketing
g for Maternity
y Audience
• Campaign in SF
SF, Sacramento
Sacramento, and San Diego
• Target expectant mothers with messages
about hospital quality variation
• “Ad
Ad word
word” buys on Google and Yahoo
Yahoo,
branded emails, events
• Categories of key words
 Names of Bay Area hospitals
 Searches
S
h ffor “hospital
“h
it l reviews”
i
”
 Maternity/pregnancy terms (e.g. C-Section, NICU)
CALIFORNIA HEALTHCARE FOUNDATION
www.chcf.org
6
Online Marketing
g for Maternity
y Audience
Bay Area Hospitals
Find independent quality ratings of maternity care at Bay Area hospitals.
www.calhospitalcompare.org
Learn About Maternity Care
Compare Bay Area hospitals for C-section rates and quality of care.
www.calhospitalcompare.org
CALIFORNIA HEALTHCARE FOUNDATION
www.chcf.org
7
Branded Emails
Targeted emails to
subscribed lists via
relevant brands
CALIFORNIA HEALTHCARE FOUNDATION
www.chcf.org
8
Results
1
•
Visits per month to Bay Area hospital maternity pages
went from 153 (prior month) to 1,170 (subsequent
seven months) – but ended with campaign
•
Cost per click-through ranged from $1.14 to $17.70;
G
Google
l and
dY
Yahoo
h b
beatt b
branded
d d emails
il
2
3
4• Call to action most effective at generating traffic
•
More details in “From Here to Maternity” issue brief at
www.chcf.org
g
CALIFORNIA HEALTHCARE FOUNDATION
www.chcf.org
CALIFORNIA HEALTHCARE FOUNDATION
www.chcf.org
10
Communicating
g about Evidence-Based Care
1 • Research conducted by American Institutes for
Research ((focus g
groups,
p , cognitive
g
interviews))
2
3
•
Development of Toolkit to help employers and
unions communicate with employees about
evidence-based health care
•
Publicly available on website of National Business
Group on Health
•
Support for a collaborative of California-based
p y
to implement
p
Toolkit
employers
4
CALIFORNIA HEALTHCARE FOUNDATION
www.chcf.org
www.businessgrouphealth.org/usinginformation
1
2
3
4
CALIFORNIA HEALTHCARE FOUNDATION
www.chcf.org
What We Learned -- Research
1 • Disconnect -- consumers’ knowledge, beliefs and
2
3
values at odds with tenets of evidence-based care
o
More, costly, newer is better
o
All medical
di l care meets
t minimum
i i
standards
t d d
4 • Findings published in Health Affairs July 2010
(Carman et al): Evidence that Consumers are
Skeptical about Evidence-Based Health Care
CALIFORNIA HEALTHCARE FOUNDATION
www.chcf.org
What We Learned -- Toolkit
1
•
Strong interest – in use with insurers,
insurers purchasers
purchasers,
unions
2 • Message and communication channel needs to be
tailored to workforce
3
4
•
Requires an initial window of relevance and
continuing,
g, repeated
p
exposures
p
•
Lead with meeting patient needs, NOT with cost
•
Get past “quick fix” and move toward “do and learn”
•
Bit i d chunks
Bite-sized
h k off iinformation
f
ti tto avoid
id overload
l d
CALIFORNIA HEALTHCARE FOUNDATION
www.chcf.org
Opportunities
pp
and Challenges
g
1 • Comparative effectiveness research
2 • Shared decision-making for preference sensitive
conditions
3
4
•
Value-based benefit design
•
Wild card:
d millions
illi
off newly
l iinsured
d
CALIFORNIA HEALTHCARE FOUNDATION
www.chcf.org