Person Centred Segmentation Sue Cumming, Insight & Social Marketing Manager

1. Person Centred Segmentation Sue Cumming, Insight & Social Marketing Manager Dimple  Vyas, Consultant Anaesthetist, CHFT

2. Conflict of Interest • None

3. Objectives • segmenting the population based on people's needs and aspirations • describe the concept of "persona," used in social marketing •  population selection for developing personas •  application

4. Peter’s Story

5. Ed Wagner’s Chronic Care Model

8. Four questions What do we need to know? How could we predict ? How could we plan ? How could we work together?

9. Definition • System designs that simultaneously improve three dimensions: • Improving the health of the populations; • Improving the patient experience of care (including quality and satisfaction); and • Reducing the per capita cost of health care.

10. Design of a Triple Aim Health System Enterprise

11. Purpose of segmentation Number of segments should be small enough Every one in the population should be included Individual segment should have similar set of needs for planning Segments should differ significantly enough from each other

12. Traditional Segmentation Approaches Medical conditions Utilization Predictive risk modeling Joanne Lynn’s Bridges to Health model

13. IDEO • Principles - Desirability - Feasibility - Viability

14. Definition of Personas personas are fictional characters created to represent the different user types within a targeted demographic, attitude, and/or behavior set that might use a site, brand, or product in a similar way.

15. Chronic Care Collaborative - C3N Project Inflammatory Bowel Disease population Parent and child personas Optimized model for all segments

16. Design Process • Principles - Desirability - Feasibility - Viability • Extensive input from patients and clinicians • Aim to reduce transactional costs

17. Healthy Foundations Life stage segmentation http://www.thensmc.com/sites/default/files/301846_HFLS%20Report%20No1_ACC.pdf • Healthy Foundations Life stage segmentation DoH, UK 1) Unconfident Fatalists 2) Live for Todays 3) Hedonistic Immortals 4) Balanced Compensators 5) Health Conscious Realists

18. Unconfident Fatalists Health Conscious Realists • Negative health behaviours • Don’t feel in control of their health • No motivation to improve health • Often fatalistic • Recognise the need to change • Highly motivated • Feel in control of life and health • Don’t take risks and have long-term view • Health very important HCR 18% UF 23% English population BC 17% Hedonistic Immortals Balanced Compensators HI 14% • Want to get the most from life • Taking risks is part of leading a full life • Know that health is important to avoid • getting ill in future, but do not really value • it right now • Positive outlook and behaviours • Health is important • Focused on looking and feeling good • If take health risks, use compensatory • mechanisms LFT 29% Live for Todays • Short-term view of life – don’t think they will get ill soon • Value health, but leading a healthy lifestyle does not appeal • Unhealthy behaviours • Don’t feel good about themselves • Do NOT recognise a need to change

19. Key findings - Liverpool Unconfident Fatalists Long Term Conditions Long Term Conditions & bad health • Needs of each segment differ : • services, communications and support they need for effective self management • The approach needed to motivate Unconfident Fatalist to self manage requires much greater resources (both financial and time) than other segments • With the ageing population and the number of patients with long term conditions increasing, this is significant problem for the NHS

20. Clubcard has enabled Tesco to understand their customers to increase the amount they spend Customer data Customer management Long term customer loyalty Customer insight to drive… to achieve… enables… Customer segmentation • Communication • strategy Increased customer lifetime value Business strategy

21. Healthy Foundations could enable the NHS to understand their patients to increase the amount they engage / self manage Patient management Long term patient satisfaction Patient insight Collecting patient responses to HF questions to drive… to achieve… enables… HF segmentation • Communication • strategy Increased patient engagement with their health • Commissioning strategy

22. Case Study: How Healthy Foundations can help tailor and target campaigns, leading to behaviour change Increasing early presentation of breast, bowel and lung cancer

23. Where are they? (bowel) Sue Cumming, Insight Manager, Liverpool Public Health

24. What do they look like?(bowel) Elderly reliant on state support / live in bungalows on social housing estates / resident wardens Single people of older working age or even pensioners Lower income workers / urban terraces / often diverse areas Most deprived in the city / dependant on the state Low income older couples in former council estates M57 I43 N61 K49 O69 067 Sue Cumming, Insight Manager, Liverpool Public Health

25. Marketing strategy • Objectives • Raise awareness of the signs and symptoms of bowel, breast and lung cancer • Increase early presentation to primary care 20-30% of eligible population • Unconfident Fatalists • Least likely to be aware of symptoms • Least likely to report symptoms • Recognise they have health problems • Make ‘excuses’ not to report symptoms (e.g. wasting doctor’s time) • Heaviest users of GPs • Strategy • Targeted campaign to raise awareness of symptoms and raise confidence in presenting to primary care • Training for primary care so they know best way to prompt discussions with this segment

26. Marketing strategy 23-25% of eligible population • Health Conscious Realists • Low maintenance – highly motivated • Already engaged with services • Most likely to become ‘ambassadors’ • for the campaign • Most likely to name symptoms • Strategy • Will be receptive to ‘noise’ around campaign and will need little more to raise awareness and prompt presentation • Encourage them to ‘spread’ the word and be ambassadors for the campaign Campaign live April – August 2011

27. How did we reach people?

28. INCREASE IN EARLY PRESENTATION Increase of GP presentations comparing April – Dec 2010 and April – Dec 2011

29. INCREASE IN 2 WEEK WAIT REFERRALS Increase in GP 2 week wait referrals between April – Dec 2010 and April – Dec 2011

30. CASE STUDY: Using insight & HF to inform commissioning, tailor service design and develop tailored communications Borderline Diabetes pathway Public Health Liverpool

31. Unconfident Fatalists Live for Todays Context Support • 1:1 tailored support away from medical • setting • Prefer group activities with peers • Mentoring to prevent them getting bored / distracted • Need reminders and often • Don’t like detailed information as they get bored easily • Wont seek out information – you need to go to them • 1:1 tailored support from known & • trusted sources (prefer GP) • • Don’t like group activities • • Mentoring to motivate • • Be careful not to patronise – they know they need to change, they want to know how • • Like detailed information to take away