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Written by Lisa Kiene, Operations Leader, Health Navigation
Do you treat everyone the same? Did everyone receive the exact same message about the same subject? Often referred to as "1 to Many" communications, these types of non-personal generic messages are certain to be less and less effective as your wellness program matures. Participants will start to ask, “Do they even KNOW me?”
On April 27, Cerner hosted our KC Health Initiative Employer/Provider Collaboration Session, with discussions centered around the importance of moving wellness program and health plan strategies and initiatives from the generic (1:many) member engagement orientation that most companies use today to the more personalized (1:1 segmentation) of Advanced Member Engagement.
What's the Approach and Academic Validation?
With the explosion of “big data” (Did you know the world produces 2.5 Exabytes of data each day? That means Facebook users share nearly 2.5 million pieces of content, Twitter users tweet nearly 300,00 times and Apple users download nearly 50,000 apps...EVERY MINUTE), Cerner is working with our academic validation partners from the KU Center for Integrated Customer Experience (CICE) to uncover significant patterns and generate insights for action from the massive amount of data collected.
To get to KNOW members better, Cerner collects health beliefs and motivational data of members from different employers which includes the following: Internal Focus; Luck Focus; Preventative Focus; Pathways to Success; and Energy Levels. And we've found that regardless of the employer, those with preventative orientation and those that believe they have multiple pathways to success are consistently those with statistically significant better clinical outcomes.
Let us Explain: Advanced Member Engagement
As we move forward, the engagement model will continue to become increasingly personalized and focus around three key categories of information: Health Beliefs, Navigation and Behavior. Specifically on the Navigation front, we've integrated our portal with several devices (including Apple Watch and HealthKit, Fitbit, FitLinxx, Nike, Garmin, etc.) Real-time data uploads highlight members' consistent engagement (or lack thereof) and proactively enables them to manage their health and identify opportunities for improvement.
Health Beliefs will continue to provide insight on those who are the best targets for engagement as it relates to the correlation between health beliefs and clinical states. The behavior piece of the engagement puzzle will take into consideration the actions and behaviors needed in order to achieve recommended health outcomes based on conditions or risks identified using our Personal Health Assessment and/or completing a lab draw.
So, once you KNOW your members better, you're able to ENGAGE in a more meaningful manner where communications introduce the right messages, at the right time, encouraging them to take the appropriate actions by using the right resources available.
Here's an Example
Take two diabetic members... While both are part of the sample population and look clinically and demographically similar, their health beliefs, navigation and behaviors are quite different. And that means they're in two totally different micro-segments and as such, should receive different programming options through targeted marketing and communications.
The diabetic member who is classified as “Disengaged Sick” is a very costly member to your organization since they aren't engaged and aren't proactively managing their condition. A Cerner Health Navigator can construct a program for this member that includes several foundational interactions to get them connected to the right high-performing primary care physician and health coach to create a care team. Together, the care team can help insure that the member takes the correct, preventative actions outlined, such as yearly eye and foot exams or record daily glucose levels in the wellness portal. In addition, the coach can recommend an online diabetic wellness workshop, send a personalized invitation to tour their grocery store with a dietician, and share information about a local diabetic support group lunch & learn nearby. Each of these opportunities will help that member understand the multitude of resources and options at their disposal in the workplace or in the community. It creates multiple pathways to success to help not only manage their health and wellness, but also the associated health care costs. It's a win-win, right?
In contrast, your other diabetic member is proactively managing their health and achieving terrific results. As such, the programming, marketing and communications for this “Active Well” member need to be entirely different than the “Disengaged Sick” member. A Cerner Health Navigator will continue to congratulate them on their successes and reinforce positive behavior. They'll check-in multiple times a year, send reminders about upcoming diabetic-related events that may be of interest and maybe even encourage him or her to become a role model for other diabetic members by providing a testimonial or becoming a wellness champion/ambassador.
Having the comprehensive data sets enables the development of Advanced Member Engagement programming that adds relevant value to the members and the sponsors. Advanced Member Segmentation modeling will further enhance the member experience, help drive better outcomes and reduce overall costs.
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