the 2016 consumer health mindset: four consumer perspectives · source: 2016 consumer health...

The 2016 Consumer Health Mindset: Four Consumer Perspectives

Joann Hall SwensonPartner, Health Best Practices LeaderAon HewittMinneapolis, Minnesota

5A-1

Aon Hewitt | Consumer Experience | CommunicationProprietary & Confidential | September 19, 2016

Source: 2016 Consumer Health Mindset Survey: Aon Hewitt, the National Business Group on Health, and The Futures Company

About Today’s Session

Joann HallSwenson

Highlights

Practical Ideas

4 Key Finding Areas

SurveyBackground Insights

Action

5A-2



Anchor Study of Aon Hewitt’s Mindset Research

Workforce Mindset™ Study

Financial Mindset™ StudyConsumer Health

Mindset™ Study

5A-3



Background on the Study

12%

23–2

9

30–3

9

24%27%

40–4

9

25%

50–5

9

12%

60–6

5

2,320 Consumers

23%

3,000–4,999

5,000–9,999

10,000+

1,000–2,999

24%

26%

27%

5thAnnual

Employer SizeConsumersPartnersFrequency

5A-4



The Study Questions

Personalization

Resources

RelevanceGuidance

Incentives

What works?

Discouragement

Life

TimeMoney

Family

Whatsidetracks?

Millennials

Men

BoomersWomen

HDHPers

Who’sunique?

5A-5



Four Key Findings

MillennialsMatter

Ease IsEverything

The ExperienceEngages

Behaviors AreBuilding

5A-6



5A-7



Millennials Matter—Perspective

For Millennials, being healthy is about looking and feeling good, spending time with family and friends, and finding balance.

They see themselves as healthy now, but recognize that their current lifestyle and stress levels may create future health issues.“Help me look and

feel my best”

5A-8

Mil lennials Matter—Data

Looking good is asignificant motivator inimproving their health

64% 68%+Time with family and friends,

managing stress, and balance are most important

Health and wellness advice from family and

friends is more important to them than Boomers

41% vs. 23%


5A-9

Mil lennials Matter—Data

They’re more likely to say integrated well-being will influence their decision to

stay with employer

51% vs. 41%say their stress

level is high

52% 2 OUT OF 3believe health plan decision

tools and wellness information are most helpful


5A-10

Millennials are much more likely than their older counterparts to view nearly every source of stress as significant or moderate. Which of these stress sources is #1 for Millennials?


Mil lennials Matter—Quick Pol l

Financial situation

Personal relationships

Work (or school) changes

Control over how they do their work

1

2

3

4

5A-11



Millennials Matter—ActionsRELX Group

(formerly Reed Elsevier)

Activate behavior change with a “wikiHow-like” approach to well-being

Shape and share a well-being “story” that keeps them on the edge of their seats

Push mobile and personalized decision support tools into hyper-drive

CVS Health

5A-12



The Experience Engages—Perspective

What consumers experience on their health care journey impacts the choices they make and how they view health care.

While they see a positive shift in health culture and support from employers, they still lack the confidence to be savvy day-to-day health care consumers.

“Take me on aconnected journey”

5A-13

The Experience Engages—Data

of perceptions of astrong health culture

are priority andencouragement

TOP TWODRIVERS 425%

Strong health communication effectiveness is 425% more

prevalent in strongversus weak health cultures

Plan satisfaction issignificantly lower forconsumers in HDHPs

versus other plans

59% vs. 76%


5A-14

The Experience Engages—Data

know where to go forthe best health care

value (49%)

feel well equipped tomanage their health

care costs (45%)

LESS THAN 1/2Consumers value healthplan decision tools even

more versus 61% in 2014

68%

OR


5A-15


The Experience Engages—Quick Pol l

What one of these drivers has the highest impact on driving perceptions of a weak culture?

Leadership

Encouragement

Work Environment

Sharing

1

2

3

4

5A-16



EMC

Boost your organization’s health cultureby building and leveraging well-being ambassadors at all levels

Create a robust communication strategy built around consumer experiencemapping

Equip employees to make optimal “using” decisions at opportune moments

EnPro

The Experience Engages—Actions

5A-17



Behaviors Are Building—Perspective

Consumers are engaging in healthy behaviors more often and view employers’ health and wellness programs favorably.

But they still have an overly rosy impression of their own health; time and affordability get in the way of their making the best daily health choices.“Guide me to

the next step”

5A-18

Behaviors Are Bui lding—Data

Exercise orstrenuous physical

labor 3+ days in last 7

57% 45%2016 2011

66%had an annual physical

within the last yearversus 62% in 2011

toward health and wellnessprograms more prevalent with

men, established Millennials and those in strong health culture

POSITIVEATTITUDES


5A-19

Behaviors Are Bui lding—Data

of those who say they’rehealthy are actuallyoverweight or obese

3/5say a truly healthylife requires more

resources than they’rewilling to expend

30% 21%2016 2014

of eligible employees would never participate

in any wellness program because personally irrelevant (47%) or

inconvenient (29%)

41%


5A-20


Behaviors Are Bui lding—Quick Pol l

47% of consumers who work in weak health cultures say, “I do everything I can to promote and maintain my personal health and wellness.” What percentage of consumers who work in strong health cultures say the same thing?

62%

32%

47%

74%

A

B

C

D

5A-21



Zero in on one or two “marquee” behaviors or conditions that the company needs to address

Personalize and target communication so you can appeal to individuals’ uniqueness

Prioritize and promote bite-size, in-the-moment learnings and actions

Dell

Swift

Behaviors Are Building—Actions

5A-22



Ease Is Everything—Perspective

Make ithyper-relevant

to my life

While the health ecosystem becomes even more complex, consumers want the opposite—solutions that are simple, easy, and relevant.

They place even greater emphasis on emotional well-being and, in turn, they value approaches that speak to their personal life situations.“Make it

hyper-relevantto my life”

5A-23

Ease Is Everything—Data

rate health communicationeffectiveness from their

employer as strong

ONLY 32%view employer-provided

health information asclear and simple

ONLY 40%More people are doingbiometric screenings

“to get a reward”

56% 43%2016 2014


5A-24

Ease Is Everything—Data

of Boomers still wantclassic in-person meetings

Consumers’ interest intargeted communications

is increasing (withoutcompromising privacy)

INCREASINGNearly half believe employers should direct them to certain

providers for mostappropriate care/cost

45% 30%


5A-25


Easy Is Everything—Quick Pol l

Which generation is most open to employers directing them to certain providers for the most appropriate care and cost?

Millennials

Boomers

Gen Xers

Basically the same across all generations

1

2

3

4

5A-26



Boost the octane of your emotional and social well-being efforts

Incorporate human touch points and communication into the well-being experience

Create hyper-relevant and crystal-clear communication that draws consumers’ attention to what matters most

Lenovo

Ease Is Everything—Actions

PepsiCo

5A-27

Importance of These Attributes inMy Personal Life Today

Emotional/Mental 83%

Financial 71%

Social 45%

Physical 79%

Total Well -Being—It ’s a Wrap

of Emotional/Mental HealthTOP TWO ASPECTS

Managingmy stress

Take reasonabletime off from work;rest and relaxation


5A-28

Make ithyper-relevant

to my lifeCompelling Campaigns Personalized Statement Gamified Mobile Personalized Email

Experience Mapping 3-Year Integrated Plan Well-Being Strategy Integrated Branding


Apply the Insights

5A-29

Think About Your Next Steps


MillennialsMatter

How can we integrate our well-being offerings

more fully?

“Help me look andfeel my best”

The ExperienceEngages

Where are the breakdowns for our

employees and families in their health experience?

“Take me on aconnected journey”

Behaviors AreBuilding

How can we expand theway we use targeted,

personalized andguidance techniques?

“Guide me to the next step”

Ease IsEverything

How can we incorporate more emotional and social

components into our approach?

“Make it hyper-relevant to my life”

5A-30

Thank You

5A-31

the 2016 consumer health mindset: four consumer perspectives · source: 2016 consumer health...

Documents