On Oct. 18 and 19, executives of leading hospital systems, providers, payers and technology entrepreneurs will come together in San Diego to discuss the latest strategies and solutions to patient engagement, which has been called one of healthcare’s greatest challenges.
The event, sponsored by MedCity News, is called MedCity ENGAGE, and I’m honored to have been invited to speak there this year. On Oct. 18, I’ll be delivering a presentation titled “Advancing Beyond Patient Engagement to Behavior Change.”
MedCity News and others have recognized c2b solutions for pioneering the use of psychographic segmentation in healthcare to enhance patient engagement and drive behavior change, addressing such issues as hospital readmissions, reducing missed appointments and significantly increasing consumer response to healthcare marketing.
Psychographics pertain to people’s values, attitudes, personalities and lifestyles, and are a key to their motivations and priorities. Grouping people according to these shared characteristics (segmentation) allows for more efficient targeting and increases the likelihood of response to messaging. Each psychographic segment has its own, unique communication preferences regarding segment-specific keywords and messages, as well as media channels and message frequency.
My presentation will provide an overview of c2b solutions’ health and wellness psychographic segmentation model, evolved from years of work during my 20-year career at Procter & Gamble, and now being used by hospitals, health systems, insurance companies and employers to influence healthcare consumer behavior.
PatientBond uses the c2b psychographic segmentation model to classify patients according to their segments, and customizes automated communications respectively.
I’ll share case studies showing how psychographic segmentation can be operationalized and result in significant patient engagement and outcomes improvement. For example, we are working with TriHealth in Cincinnati and its health coaches to enhance their patient engagement, helping patients with diabetes to achieve their personal health goals.
The session will be interactive, allowing the attendees to discover their own psychographic segment (i.e., health personality) and understand how these insights can be applied in a medical or business setting. I’ll demonstrate how PatientBond automates communications (email, text, Interactive Voice Response) tailoring messages for the audience based on each participant’s personal psychographic segment.
Technology + Psychology
PatientBond is a cloud-based platform that connects seamlessly with an EMR/EHR or other database to target patients based on any variable captured by that database. PatientBond uses the c2b psychographic segmentation model to classify patients according to their segments, and customizes automated communications respectively.
During my presentation, I’ll also share a case study from work we are doing with a prestigious New England hospital system to reduce hospital readmissions for a form of spinal surgery. After eight months using PatientBond to send patients nine waves of pre-surgical and post-discharge education based on their psychographic segments, this hospital system experienced only one readmission and reduced nurse FTEs dedicated to patient follow-up >75 percent. Each communication included a patient response mechanism, such as a confirmation of reading educational material or answering a short survey, and 85 percent of patients were compliant to all nine waves.
This marriage of technology + consumer psychology clearly addresses the three themes for this year’s ENGAGE event:
• High Tech + High Touch: Using technology to help patients make informed decisions about treatment options and stay in control of their health. PatientBond is a highly configurable platform speaking with patients as they would like to be addressed.
• Beyond the Doctor’s Office: Testing new ways to deliver care and follow-up education to patients where they are, whether at home, the grocery store or the mall. PatientBond extends care and strengthens patient relationships beyond the walls of the practice through its multi-channel capabilities.
• Patient Perspective: Understanding health, wellness and illness from the patient’s point of view. Psychographic segmentation and insights allow PatientBond to customize messaging according to patients’ motivations and communication preferences.
At MedCity ENGAGE, stakeholders throughout healthcare seeking best practices and the latest trends in patient engagement and healthcare innovation will discover insights and solutions to benefit their companies and patients.
A Great Opportunity at a Discounted Price
MedCity ENGAGE (#mcENGAGE) will be held Oct. 18-19 at the San Diego Marriott La Jolla. Readers of this article can save over 50 percent when using my speaker code SpeakerReferral when registering for the conference. This discounted rate is only $395, compared to the full rate of $895.
To view the MedCity ENGAGE agenda, click on the following link: Agenda
To register for the MedCity ENGAGE, click on this link: Register today
I look forward to meeting you at MedCity ENGAGE!