About This Blog

 

Sherri Dorfman, CEO, Stepping Stone Partners, Health Technology Innovation & Patient Experience Strategist

My blog is designed to spotlight healthcare organizations with innovative uses of technology & data to drive Care Coordination, Collaboration, Patient Engagement & Experience.

These patient centric approaches may influence your product & service roadmap, experiences, partnerships and marketing strategies.

MY EXPERTISE:

While consulting, I leverage my extensive experience, knowledge and professional network to help companies make the right strategic product and marketing decisions. Services include:

> Strategic Planning: Conducts Market Review, Partnership Evaluation. Assesses current Plan with insight to drive product, partnership and marketing strategies

> Product Roadmap & Consumer Experience Planning: Conceptualizes, defines and validates solutions/experiences through Marketing Research and journey mapping.  Utilizes new innovative online and mobile research tools to co-create with target buyers and users, gathering input while understanding context to guide the development of personalized solutions & experiences.

> Strategic Product Marketing: Develops differentiated value proposition story to incorporate into marketing & sales assets and investor presentations.

Find out how I can help you. Email me at SDorfman@Stepping-Stone.net to set up an exploratory discussion.

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Geisinger’s mHealth Journey Down the Patient Engagement Path

Geisinger Health System launched its patient portal (MyGeisinger®) mobile app called MyChart, back in 2011. MyChart enables patients to use their smart phone to view medical information (i.e. meds, allergies, immunizations, test results, current health issues), communicate with the care team, view appointments and receive health reminders.

Following the MyChart app, Geisinger accelerated its mobile initiatives with text messaging pilots and a cardiac mobile app pilot. The mHealth team at Geisinger continues to learn how patient engagement can be increased by leveraging electronic health information to improve access, collaboration and care guidance. 

Mobile Patient Data Capture

One of Geisinger’s key mhealth projects entails the electronic capture of patient reported data. “We’re using a third party tool to gather information from our asthma patients about how effectively they are managing their condition. Patients answer the five to seven question asthma control survey on their computer or mobile phone. So far, 13% of our patients are using their smartphone to respond and we expect that percent to grow”, explains Chanin Wendling, Director eHealth at Geisinger. Patients with a poor asthma control test score, indicating that their asthma may not be under control, receive an intervention call from a nurse who will help them better manage their condition. “This used to be a paper based survey which made it impossible to provide needed clinical support. Now that it is electronic, the survey can be delivered outside of the clinic and alerts can be sent to the clinician to catch problems before the patient ends up in the ER”, describes Wendling. “With this technology, we are able to check in more often with the patient. We have implemented the national best practice to have persistent asthmatic patients complete the survey every 90 days.”

Geisinger is also using mobile electronic capture to identify patients with potential health problems. When checking in for their doctors’ appointment, patients are handed an iPad to enter their health information while in the waiting room. Patients are prompted to answer certain personalized questions based on their health profile. For example, patients 65 and over with a chronic condition receive depression screening questions. “We capture and integrate the patients’ responses into their EMR so that their care team can quickly address specific needs and concerns”, adds Wendling.

Three Mobile Texting Pilots

In six short months, Geisinger has planned and launched three text messaging pilot initiatives. Geisinger will be using the findings to expand and refine the project or move onto a new mobile texting opportunity.

Last September, Geisinger started with appointment reminders to 4,000 enrolled patients total across two services areas; Pediatrics and Women’s Health. “We are currently evaluating this pilot based on the reminder’s impact on the ‘no show rate’ and more importantly on patient satisfaction. Based on the results, we plan to ask patients if they would like to receive a reminder in the future”, Wendling explains.

In September, Gesinger also launched a medication reminder texting campaign in collaboration with Geisinger Health Plan. Less than 50 patients enrolled to receive the daily text. “We expected more patients to sign up and experienced a high opt- out rate from those patient who enrolled. We learned that the daily text with a simple message to take their medication was too frequent so we are reevaluating the program. We may use the text reminders for medications which are taken less often such as once a week or month”, shares Wendling. “We are also questioning if the text message alone is enough or can we deliver more value using a set of messages for the broader disease?”

In November, Geisinger began using text messaging to support an existing program, “Conservative Weight Loss”. During this12 -week program, 240 patients enrolled to receive three texts per week; a reminder to weigh in, an educational and a motivational message. To evaluate this text message program, Geisinger will be reviewing patient satisfaction rates and weight loss results.

Conservative Weight Loss Program: Text messages Week 1

>Monday (nutrition) 
“Take smaller bites and chew longer to savor food. Also eat slowly:it takes your brain   20 minutes to let your stomach know there is food in it. Text HELP 4help”
 
>Wednesday (self-monitoring)
“Think before you eat! Keeping food logs will help you with this. Keep honest, accurate food logs daily! Text HELP 4help”

>Friday (motivation)
“Reward yourself along the way with non-food rewards. Buy a smaller dress or a new pair of shoes, or take yourself out to see a movie. Text HELP 4help”

When texting for HELP, the patient receives a text response with the phone numbers for technical assistance and clinical assistance.  “We do not yet have the option for the patient to text a question to the provider and then have the provider text or call them back. The first attempt at that will likely be a medication program with our Pharmacy team. There are a lot of operational and support issues that we have to figure out first”, explains Wendling. 

Cardiac Mobile App Pilot 

During the last few weeks, Geisinger has started testing a mobile Cardiac Rehab app internally to monitor the clinical data to decide whether to pursue a12- week patient pilot. The Cardiac mHealth application is designed to guide and support the patient throughout recovery. Within the cardiac app, patients can access educational information, receive medication reminders, track activity through their smartphone and provide feedback to their care team about any concerns. “Our patients in Cardiac Rehab are onsite three days a week. This is too much for many patients. During the pilot, we want to see if we can use technology to support their participation in Cardiac Rehab Program without the extensive onsite requirement throughout the 12 weeks”, Wendling explains. 

Future Mobile Health 

Geisinger is exploring ways to bring mobile health to different parts of its provider and payer organizations to drive patient engagement. This innovative health system is most interested in mobile health initiatives that strengthen the patient – provider relationship through the capture and sharing of information and tools to support better care decisions.

In addition to expanding texting programs, Geisinger is developing a mobile app strategy and will likely target apps around chronic disease management, health and wellness and the patient experience.  In the area of chronic disease management, Geisinger is currently looking at an asthma app to connect in with care in their Pulmonary department. The app would help patients with reminders, tracking symptoms, alerts when at risk for an attack and general information about their condition.  Discussions are taking place with clinical leaders on other conditions where an app may help with patient care.  

“At Geisinger, we are always exploring new ways to better personalize care and empower patients.  mHealth can do both, but it is not an add on.  It is a complete reengineering of the health system and we are only beginning to scratch the surface of the potential for it to bring healthcare and wellness to the patient”, shares Dr Steven Steinhubl, Director of Cardiovascular Wellness at Geisinger. 

UnitedHealthcare Rewards Medicaid Moms for Healthy Behaviors; Baby Blocks & Community Rewards Programs

Baby Blocks Rewards
UnitedHealthcare has a track record of leveraging technologies to engage their members in their health through their OptimizeMe and Health4Me mobile initiatives. In addition to these broad based offerings, UnitedHealthcare has launched two programs targeting Medicaid moms, rewarding them for healthy choices throughout pregnancy and with their children. 

“Over 40% of U.S. births are to women on Medicaid. We wanted to use technology to empower these women to improve access to appointment information and provide incentives to motivate them to stay engaged”, explains Brett Edelson, VP, Product Strategy & Management, UnitedHealthcare Community & State (Medicaid). “We specially developed the Baby Blocks program to ensure that babies have a healthy start to life.”

"More and more Medicaid programs are looking to financial incentives to encourage Medicaid recipients to complete preventive screenings. These financial incentives have proven effective in the short term but longitudinal studies of other such programs show decreasing effectiveness over time. We created Community Rewards to build a relationship with the member beyond simply rewarding individual actions but encouraged life-long habits", describes Andrew Mackenzie, Chief Marketing Officer, UnitedHealthcare Community & State.

Although these programs target different life stages, both are designed to define a healthy path which informs and incentivizes the member to complete healthy actions over time. This creates awareness for these behaviors and reinforces them with rewards. “Our research shows that these moms feel more connected to the program when they earn points and then pick out an award because it creates an emotional bond. We decided to structure our program this way instead of just rewarding with money,” explains Mackenzie. “Unlike many other wellness programs which give gift cards to patients for going to appointments, we’ve decided to design our programs for ongoing engagement with cumulative points and continuous education.” 

The initial awareness and invitation for each program is through a direct mailing which explains how the program works and encourages them to enroll using their computer or smart phone. Additionally, Baby Blocks engages members through Ob/Gyn offices and outreach calls.

Baby Blocks Program

“The idea for Baby Blocks came from our focus groups with pregnant women who were overwhelmed with the 20+ doctor appointments they needed to keep track of during their pregnancy and the first 15 months of their baby’s life. We thought about our communication channels to support this group when one teen said ‘I never read my mail but I sleep with my cell phone’ ”, Edelson explains. 

The Baby Blocks Program guides the expectant mother throughout her pregnancy, providing educational information and reminders for essential doctor visits pre and post-delivery. On the program website, the expectant mom sees pregnancy milestones with the number of weeks (i.e. 24 weeks, 28 weeks, 30 weeks, etc) on a baby block and can unlock the educational information as well as track her doctor appointments. She actually earns rewards from enrollment through her baby’s 15 month post pregnancy wellness visit. 

Throughout her pregnancy, she sees health tips on her computer or mobile phone, for example: “It can be hard to wait for your baby to be born. It’s best to give birth after at least 39 weeks.  Your baby’s brain and lungs are still growing!” After birth, mom receives tips such as “Place your baby on its back to sleep. Don’t put a pillow in the crib until baby is over one year old. Ask your doctor about the shots your baby needs to prevent serious illness.”

“When we were developing this program for the Medicaid audience, we expected most moms would use their smart phones to access the Baby Blocks website based on consumer research. Currently, about 40% of all visits to the Baby Blocks website are from smart phones", shares Edelson.

UnitedHealthcare continues to hear very positive feedback from the program participants: 

No matter how many children you have, you can learn something new; each child is different and each pregnancy is different.
Expectant mom actively using Baby Blocks program during her second pregnancy

Life is so hectic with a 4 month old and a 3 year old. I like that the Baby Blocks program is so easy to use and I love the incentives that they offer. I have already picked out new books and toys for Athena 

Since the initial launch November 2011, the Baby Blocks program has enrolled 3,000+ members in Maryland, Ohio, Pennsylvania, and Rhode Island. The program expanded into additional states October 2012 (AZ, FL, TN, MI) increasing the program reach to new and expectant moms dependent on Medicaid from 12,000 to 50,000.

“We were excited to see over a 30% response rate across all markets. Our program results to date have been strong with 10,000+ doctor appointments recorded and over 1,500 births to Baby Blocks participants, representing a 63% member engagement rate through baby’s birth”, explains Edelson. “We are working on motivating the mother to get her post pregnancy care which typically falls off since she is focused on the care for her baby. We’ve heard some mothers say that with previous pregnancies they only attended some of their prenatal appointments but with Baby Blocks, they are attending more of them”. 

Community Rewards Program

Community Rewards is designed to educate and motivate a group of consumers with similar health needs. For their first pilot in August 2012, UnitedHealthcare selected Medicaid moms, incentivizing them to follow healthy habits with their children under 13 years old, such as eating a healthy breakfast, getting 8-10 hours of sleep or simply washing their hands. On the program website, mom can see the checkups and vaccine reward opportunities, learn what to expect at each appointment and can track where (i.e. doctor’s office or clinic) and when this was done. This tracking is especially important for this patient segment who may need another option outside of their doctor’s office to get vaccines. 

The program also rewards moms for “Knowing their Health Plan” (i.e. listening to a welcome call, reading newsletters and speaking with the Nurseline). Community Rewards “households” the points so mom can shop with the accumulated points that she and her child(ren) have earned. 

“We have received encouraging results to date. Typically with incentive programs, 15% are engaged after 6 months. We are seeing double that, 30% sustained engagement”, explains Mackenzie. Here is a comment from a program participant: 

Dear UHC Community Rewards, I want to say that I am appreciative of this program and the incentive it provides to make sure my child is consistent with healthy habits. 

“As we review program participation metrics, one big surprise for us is that 30% of the moms enrolled in the program were not invited. Through word of mouth, moms came to our Community Rewards program website and joined which shows us the tremendous value of talk for referrals”, emphasizes Mackenzie.
             
Expanding Engagement with Rewards Programs
               
UnitedHealthcare is evaluating potential ways to enhance both programs to reach and motivate members to engage in healthy behaviors on an ongoing basis. 

“The Baby Blocks Program will be rolled out to more states this year. We’re also considering extending the program to include well baby visits through age two”, Edelson shares. 

“For Community Rewards, we see an opportunity to extend the program on the social front where moms can post their accomplishments to friends and family on Facebook. On the health side, we are considering ways to customize our Community Rewards Program to support high risk populations such as patients with diabetes or asthma”, explains Mackenzie. “By educating and reminding them about what they need to do every day and providing an easy way for them to use our resources as support, we believe that we can see better outcomes.” 

Engagement Opportunities
               
Healthcare Technology and Health Plans are quickly learning about the benefits of creating “programs” to drive technology platform usage. 

Based on my review of UnitedHealthcare’s Baby Blocks & Community Rewards Programs, I see two key engagement drivers:  

Segment Specific: UnitedHealthcare has packaged educational content, health actions and incentives that are tailored to the needs of their target consumer segments. They’ve designed Community Rewards to address a set of consumers with similar needs, which gives them many opportunities to extend this motivational program to other segments of members. 

Health Rewards Program:  Although many rewards programs are focused on wellness, UnitedHealthcare is working on developing a program to support self-management and care management with incentives for engagement. Their approach will proactively lay out the care path instead of reactively delivering one off ‘gaps in care’ communications. Could this be the next frontier in population management? 

Mayo Pilots myCare iPad App for Cardiac Surgery Support, Engaging Patients & Families

A team of clinicians at Mayo Clinic designed an iPad app to help cardiac surgery patients and their families participate in the pre and post surgery process, creating a patient-sided driver of successful recovery. 

Dr. David J. Cook, a Mayo Clinic anesthesiologist leading the Discovery Project team had personal inspiration for this application. “My mother had cardiac surgery and shared her experiences. As a patient gets ready for surgery, there is a tremendous amount of anxiety and uncertainty. We ran focus groups with patients and heard about the frequent disconnect between patients and providers about what to they can expect during the hospital stay. Patients may be poorly informed about what will happen over the course of a hospitalization or what they can expect any given day and it is difficult for patients to manage information and learn when they are under stress. With this iPad application, we clearly communicate what is happening today, what to expect during your stay, what patients need to know, and what a normal recovery looks like.”
 
The Mayo myCare iPad application displays a personalized “Plan of Stay” showing patients and their families what is planned each day. Specifically, the patient’s Plan of Stay is organized into four sections each day; “Clinical Milestones, “Gaining strength”, “Education” and “Planning my Recovery”.  “In 'To Do' Lists, we give patients knowledge, self-assessments (i.e. pain level)  and self reporting tools to facilitate and document their participation in their recovery plan.  We can tell them how much to walk each day, ask them how much they walked and measure it remotely”, explains Dr. Cook. “We want to help our patients feel more in control and part of the process, as a partner with their care team. This significantly shifts the nature of the medical relationship as patients become more educated. They can now ask questions about any step in the surgery process because they are better informed”.  

While in surgery, the myCare iPad is used by the patient’s spouse, child or other family member to better understand what to expect that day, thru surgery and upon discharge. “We worked closely with our discharge planners, social workers and therapists to recognize the barriers that patients and families face and developed modules to help drive critical conversations, such as the who, how and when of preparing for the patient’s needs when they leave the hospital.  We identify barriers such as driving limitations or need for support with other daily activities. These are critical conversations to have and yet they often fly under the radar screen for physicians who typically focus on the specifics of surgical recovery,” emphasizes Dr. Cook.    

The myCare iPad application presents clinicians with a care population and an “individual recovery dashboard” to monitor the patient’s progress through recovery.  It aggregates data on the patient’s use of the education, recovery planning and self-assessment tools and provides alerts when patients did not, or were predicted to not, meet recovery expectations.  The direct patient input and data aggregation enables providers to get an earlier look at progress and allows for rapid mobilization of resources to address patient needs. This was an important factor in reducing hospital length of stay in the patients using the program.

Pilot Success Measures & Evaluation

The Mayo Clinic iPad Pilot was conducted with 149 cardiac surgery patients from early February 2012 and through mid-November. Pilot patients ranged in age from 52 to 85 years old, with an average age of 69 years old.

One important success measure for Mayo is patient and family satisfaction. Mayo sent separate surveys to patients and their families and received an over 90% satisfaction rate.  Questions were asked about the overall hospital experience, satisfaction with their care, but also how well informed they were and how easy it was for them to use the technology they were provided with. Even though this was an older population more than 80% of patients said felt very comfortable using the program after a day or two. Here are some of their comments: 
The IPad was a valuable addition to overall patient care and provided a more confident “going home” feeling for us.

I would strongly recommend the MyCare IPad, it helped me to understand each day what to expect instead of the high anxiety of wondering if what my husband was going through was normal.  

..is was very nice to see day to day what my Dad should be doing to recover from surgery so I can help him improve, also the knowledge that we had helped us figure out what step to take next

In addition to patient and family satisfaction, Mayo is measuring care quality, care cost and length of stay. “A principal driver in the care cost are the people resources required to support the patient. Acquiring and managing data in this way allows for the more appropriate and targeted use of personnel resources. One of our patient participants was a physician hospital administrator who indicated that his ability to do his own discharge planning assessment before surgery had the potential to more wisely use hospital resources and direct those valuable resources to other patients who needed them more. In fact he completed and scored his discharge planning assessment (with what is typically a provider tool) before he was ever seen by a discharge planner. This and other patient self-assessment tools such as daily mobility accomplishments, have implications about how we assign resources to patients based on their needs. With this app, we can now focus our personnel on patients with more need”, shares Cook. 

Future Engagement Opportunities with iPad App

The Mayo iPad application currently supports the patient while in the hospital. Mayo has not moved this outside of the hospital because they are “proceeding carefully” and working through the privacy and security issues that come with moving data outside their firewalls. “Over the year, we are planning to address those issues so we can extend the iPad recovery support program 30 days post discharge to prevent readmission and in two years we are looking to support longer term care management.

We developed this iPad solution with patient education, self assessment and reporting and we are planning to extend this solutions into 5 or 6 different care areas in the near term”, explains Cook.” On the tracking side, we have already built in FitBit integration so that we know how much our patients are moving. In the future, we will enable the solution to be configured with remote monitoring devices for patients who are obese or have diabetes for example”. 

Dr. Cook feels that this represents a new model for health care delivery. “Making patients knowledgeable, giving them the tools for self-assessment and setting expectations that they participate in their care is the model for managing health care in this country and bending the cost and quality curve.”

Central Indiana Beacon Community’s Pilots Leverage Remote Monitoring Technologies to Successfully Engage Patients

As 2013 begins, all seventeen Beacon Community initiatives are finishing up their pilot programs. In the coming months, these communities will be reporting on their results.

For my blog, I’ve focused in on one Beacon Community to share their story and insights about using technology to engage patients through two successful remote monitoring pilots. I also wanted to share their plans for expanding capabilities to engage patients in future pilots.  

Dr Alan Snell, CMIO at St Vincent Health was in on the grant writing for the Central Indiana Beacon Community back in early 2010. HHS Office of the National Coordinator for Health IT (ONC) awarded their Beacon Community over $16 million for several projects including remote home monitoring.

December 2010, Dr Snell and his team launched their first remote monitoring project designed to reduce the 30- day readmission rate for patients with a discharge diagnosis of CHF and/or COPD. January 2012, Dr Snell expanded the remote monitoring to include another pilot targeting patients with complex chronic management (i.e. 6+ chronic conditions) who were high risk and high resource utlizers. 

Pilot Remote Monitoring Technologies

Patients in both remote monitoring pilots used the same tools and resources but their access to them varied. Since the first pilot was designed to keep them out of the hospital based on CMS guidelines, patients were randomized after signing consents to participate in the remote monitoring program for 30 days. As a side note, since the Central Indiana Beacon Community is connected to the Indiana Health Exchange (IHIE), they will be able to effectively evaluate whether the patient was readmitted to any of the area hospitals. 

For the pilots, patients were given an electronic health guide to place in their home to help monitor and manage their health. On a daily basis, patients interacted with this small wireless mobile device to answer six questions (i.e. fatigue, pain level, shortness of breath, etc) and provide additional requested information based on their responses. Patients also measured their vitals using a Bluetooth scale and a blood pressure cuff and some were asked to use a Bluetooth pulse oximeter. Each patient participated in scheduled video conference calls with their assigned nurse to address questions and enable the nurse to see how the patient was really doing. 

Pilot Insights: Patient eHealth Engagement 

The Central Indiana Beacon Community chose the remote monitoring technology for their pilots back in 2010. The device they selected was essentially “first generation” and cost around $2,000 each. Today, similar devices cost around $500 each and have more functionality to support the patient with collecting their health data and communicating with their clinicians and care team. 

During the remote monitoring pilots, The Central Indiana Beacon Community gained insight into how technology supported and improved patient care: 

Impact of Video Conference with Nurse: The Central Indiana Beacon Community utilized a wireless device that delivered 3G video conferencing capabilities. “We were interested in testing more than just the conferencing technology in our pilot. We wanted to determine whether the technology enabled the nurse to create a personal connection with the patient and motivate them for better outcomes”, explains Dr Snell.

“The video conferencing capability helped our nurses build a trusted relationship with the patient”, adds Julia Smalley, MBA, RN, Director, Innovations Accelerator Team at Ascension Health Alliance. “During the video conference session, our nurse did a visual assessment and was to ask further questions to uncover why the patient didn’t look right. When the patient appeared confused, the nurse provided a more detailed explanation. We’ve noticed that this personal connection leads to a better relationship which means better compliance since the patient feels more compelled to do what is right”. 

Value of Patient Experience Information: The remote monitoring guide gathered information from the patient (e.g. six daily questions) about how they were feeling to both capture trending information as well as determine if an early intervention was needed. “We’ve found that collecting self reported experience data on a daily basis alerted us to respond faster than if we waited for problems to appear in their vitals”, emphasized Dr Snell.  

“We set up a flag to alert us when we received certain answers from the patient. This way we were able to reach out immediately before there was a further decline”, adds Smalley. She further stressed the strong value of using the patient’s experience information as a “teachable moment” to help the patient understand his trigger points and explain why he was feeling that way. 

Value of Patient Education Tools: Within the wireless guide, patients were able to view any of the seventeen imbedded videos to learn about how to better care for their chronic conditions, the importance of proper diet and exercise, when to contact their provider, etc. “Our nurses also directed the patient to a specific video when she saw out of range biometrics, concerning answers to the health questions or an education need during the scheduled video conferences,” shares Smalley. 

Future: Patient & Family eHealth Engagement 

The Central Indiana Beacon Community pilot has ended. However, St. Vincent Health and Ascension Health Alliance have formed a joint venture and are incorporating the pilot learnings into development of a Remote Care Management Program

“Although extensive analysis is underway, we are already planning our remote monitoring initiatives which will focus on the same two patient populations from the pilots (e.g. 30- day discharge, complex chronic patients). We are investing in a new care management platform which will enable us to capture and share patient monitoring information. Patients, their families and Providers will be able to log into a portal to view vital sign measurements, care plan compliance and communicate with the care team about any concerns,” explains Dr. Snell.

Since patient education is so important, the platform supporting the new Remote Care Management Program will have more content and capabilities including the ability for the patient to take teach back quizzes as well as notes to share with care givers. Physicians will be able to monitor their patient’s education and quiz results since it will be placed in the electronic medical record. This will guide the physician to have better conversations with their patients and provide needed support.  

During the pilot, the care team heard about the patient’s interest in getting their family members involved to support their daily lifestyle decisions such as helping them read food labels and understand how diet impacts their health. 
 
“We will be able to use our portal and mobile technologies to provide ongoing education to patients and their families and provide access to a skilled clinicians 24x7, which will significantly extend access beyond our pilot”, adds Dr Snell. 

“As we think about using mobile in future pilots, we are considering the ability of our patients to use technology. Some of our younger and tech savvy patients will be able to use a smart phone to record their measures and access educational content while our older patients will feel more comfortable using a mobile tablet to watch videos and respond to questions”, explains Smalley. 

Dr Snell and his team are using the pilot insights to define their care management platform requirements to support the Remote Monitoring Program. Based on what I’ve learned about their technology direction, they are incorporating three key engagement elements into the design of their platform. First, they are providing the patient with the tool set and skills to help them self manage with ongoing reinforcement from the care team. Second, they are developing a solution with integrated tools and information to support “connected health”. Their remote monitoring data will be connected into a care management platform to share information with across the care team and family members, which supports meaningful use. Third, they are planning to incorporate technologies to meet the needs of their different patient segments and are carefully considering how each will use the online and mobile capabilities. This will be an important engagement driver since patients need to feel comfortable using technology to collect their health data, and collaborate with their care givers on their personalized care plan. 

Premera Blue Cross Motivates Consumer Health Engagement with EveryMove

EveryMove Rewards for EngagementPremera Blue Cross’s subsidiary, LifeWise Health Plan of Washington has partnered with an innovative healthcare technology company, EveryMove to motivate and reward their members for being active.  

When the program launches early this year, members will be invited to join the EveryMove program and track their activity to receive points which accumulate for rewards. The EveryMove program gives members points when they are active in different ways; from walking, biking and swimming to playing the Wii Fit or Kinect to checking- in (i.e. gym, track, park, pool).

“By helping people be more active, EveryMove has the potential over time to lower costs and, in general, lower costs will lead to a positive effect on premiums,” Jeff Roe, CEO of LifeWise Health Plan of Washington recently shared in a Fox News interview.

Initially, Premera’s LifeWise will reward members for their physical activity with Amazon Gift Cards when reaching target point levels. “The great thing about EveryMove is that it applies to all of our members, whether they are part of an employer group or an individual plan. As part of our ongoing work with EveryMove, we are interested in becoming a companion in the day-to-day lives of our members”, explains Kent Marquardt, CFO at Premera Blue Cross.

EveryMove was launched last Fall at the Health 2.0 conference in San Francisco and is designed to make it easy for consumers to get both recognition and reward for their physical activity. EveryMove gives members credit for many different types of activity beyond the usual walking and running, such as biking, swimming and even dancing.

“Success for Premera, in terms of our relationship with EveryMove, is ultimately showing that our members’ healthy activities are reducing their healthcare costs and the healthcare costs for the entire system.  In the near term, our focus is on engagement. We want to make sure our members are responding to the opportunity to be recognized for their healthy lifestyle activities and that our members see us as a partner in obtaining better health”, adds Marquardt.

EveryMove Engagement

After reviewing the EveryMove program through the eyes of the consumer, here are some key engagement drivers that I see. Health Plans have the opportunity to customize these engagement capabilities to meet the needs of their specific members.   
Easy Tracking with Options for “Proof of Activity”: Consumers can automatically track and upload their activity on EveryMove with one of 10 different devices including FitBit, Nike+ and BodyMedia. Consumers are rewarded with additional points when using one of these “proof of activity” devices, although they also have the option to manually enter their activities.

Social Motivation & Gain: EveryMove gives users the option of tying into their Facebook network and inviting others via email for friendly competition. Currently, users can invite up to 50 friends with EveryMove to share their lifestyle changes with their select group. Unlike other wellness programs that I’ve seen, consumers can earn “Friends points” when their social network is active too. This is a positive spin on Christakis's “Connected” social influence.

Rewards for Reinforcement: Each participant can select the reward that she would like to work towards such as a gift card from the featured merchant or a donation to the Make a Wish Foundation.  When the member logs in, she sees an ongoing tracking of her points towards the selected reward for ongoing motivation.

Intensity- Driven Rewards: With EveryMove, users are given more points when completing a more intense workout. This differs from most wellness programs which reward consumers based on the number of steps regardless of their pace.

Milestone Rewards: EveryMove presents a Facebook like personalized page with a timeline format to display their activity information and that of their friends on EveryMove. Just by moving, the user can be rewarded with bonus points and thumbs up; for “moving for an hour”, an “active day” and the “4th active day this week”. EveryMove plans to introduce more milestone driven recognition in the coming year.  

Gamification & Unlocking Rewards: Within EveryMove, the user sees the opportunity to unlock a new reward which generates curiosity and motivation to continue coming back for more. (Notice the big lock in the picture above)

Health Plan Opportunity for Member Engagement

With health reform and insurance exchanges around the corner, health plans are actively searching for ways to build relationships with their members and to be viewed as a health partner and not just an insurance company. Health plans also want to provide wellness initiatives that will attract and support consumers who are interested in maintaining their health.

Although they can sign up online for EveryMove without going through their health plan, consumers have an opportunity to gain more value if their health plan incorporates rewards into a comprehensive wellness program. I can envision health plans using a platform like EveryMove to motivate and reward members for every type of healthy behavior including taking an assessment, getting a screening, participating in a social activity challenge with co-workers, going to the gym or working with a health coach to lose weight or manage diabetes.

This is in fact the direction that I see innovative health plans moving in this new year. Payers are most interested in engaging consumers in their health and are looking for ways to sustain engagement through motivation and rewards. A few enlightened health plans want to tap into and leverage their member’s social network to influence and reinforce healthy behaviors.  
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