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Consumer Reports Health ImpactEmpowering Consumers to Make Smart Decisions
Digital Strategies for Health Communication
July 18th, 2013Tara Montgomery, Director, Health Partnerships & Impact
Getting the Right Amount of Care• The Challenge we all have:
– Multiple studies, multiple experts agree that our current health care system wastes 30% of our resources--and it is our resources--not our employers, not our government.
– Some experts believe that death from health care errors and safety problems is the third leading cause of death in the US.
– It is rare for anyone to be able to tell you how much your care will cost--you, your insurer or the government.
– Ironically good studies show that care that all agree is good care is usually only provided 60% of the time and it usually takes the health care system 15-20 years to get it right for 90% of people.
What Consumers Can Do
• Play a role in changing the culture of care– More is not better– More expensive is not better– Don’t believe any health advertisement
• Understand how dollars are spent on their care• Insist on alignment: Dollars must be spent on
care that is good for you, not care that makes money for your doctor or hospital or drug company
Messages for Consumers
• Become better informed– ConsumerHealthChoices.org– Wikipedia
• Talk to your physician– If they refuse, find another physician
• Insist on all the information possible—before, during and after care
• If an error occurs insist it be corrected for others, don’t pay for it or anything associated with it
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Choosing Wisely is an initiative of the ABIM Foundation to help physicians and patients engage in conversations about the overuse of tests and procedures and support physician efforts to help patients make smart and effective care choices.
Consumer Reports leads consumer communication efforts for this campaign.
Choosing Wisely
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Medical Specialty Societies (CR Relationships/Contracts)
www.consumerhealthchoices.org 8
Societies which have released a Choosing Wisely list: Societies releasing a list in the Fall 2013
American Academy of Allergy, Asthma & Immunology
American Academy of Family Physicians*
American Academy of Hospice and Palliative Medicine
American Academy of Neurology
American Academy of Ophthalmology
American Academy of Otolaryngology–Head and Neck Surgery
American Academy of Pediatrics
American College of Cardiology
American College of Obstetricians and Gynecologists
American College of Physicians
American College of Radiology
American College of Rheumatology
American Gastroenterological Association
American Geriatrics Society
American Society of Clinical Oncology
American Society for Clinical Pathology
American Society of Echocardiography
American Society of Nephrology
American Society of Nuclear Cardiology
American Urological Association
Society of Cardiovascular Computed Tomography
Society of Hospital Medicine
Society of Nuclear Medicine and Molecular Imaging
Society of Thoracic Surgeons
Society for Vascular Medicine
*Releasing a second list
**Releasing a third list
American Academy of Clinical Toxicology
American Academy of Dermatology
American Academy of Family Physicians**
American Academy of Orthopaedic Surgeons
American Association for Pediatric Ophthalmology and Strabismus
American College of Chest Physicians
American College of Emergency Physicians
American College of Medical Toxicology
American College of Rheumatology*
American College of Surgeons
American Geriatrics Society*
American Headache Society
AMDA – Dedicated to Long Term Care Medicine
American Psychiatric Association
American Society of Anesthesiologists
American Society of Clinical Oncology*
American Society of Hematology
American Society for Radiation Oncology
American Thoracic Society
Commission on Cancer—a multidisciplinary program of the American College of Surgeons
The Endocrine Society
Heart Rhythm Society
North American Spine Society
Society of Cardiovascular Magnetic Resonance
Society of Critical Care Medicine
Society of General Internal Medicine
Society of Gynecologic Oncology
Choosing Wisely Consumer Topics
• Allergy tests• Antibiotics• Bone density tests• C-Sections• Cancer tests &
treatments• Cardiac imaging• Chest x-rays• Colonoscopy
• EKGs/Stress tests• Heartburn & GERD• Imaging tests• Kidney disease• Painkillers• Pap tests• Spirometry for asthma• Sinusitis• +dozens more
CR Health Impact Program• The CR Health Impact team was established 18
months ago to develop and disseminate resources for consumers to engage them in their health decision-making, educate them about their options, and empower them to lead healthier lives.
• We partner with leading health organizations to develop and package content in plain English and Spanish and distribute it free to 100 million consumers a year beyond CR readership (through employer groups, unions like SEIU, AARP, Wikipedia, and other partnerships).
Goals: Health Impact Program• Use Consumer Reports’ strength in providing Ratings Center content
and expertise to help consumers make better health care decisions…– Focus on themes of cost and appropriate use– Focus on Ratings for hospitals, doctors, drugs, preventive
services, insurance plans, healthy living strategies & diets– Support grant-funded projects and related outreach
• Implement new business models including partnerships and social media to support distribution of Consumer Reports Health Ratings Center content beyond Consumer Reports’ traditional audiences and media products.
• Collaborate with selected partners on broad dissemination to mass market consumers, media, health-care opinion leaders, providers, nonprofits, and employers
• Innovate to reach and ENGAGE new audiences (women, lower-income, lower-literacy, Spanish-speaking, people ages 30-45—our traditional audiences are 45-65!)
• Innovate to compete in a rapidly changing marketplace and take advantage of newer channels, e.g. mobile, video, social media
CR’s Role in Health Decision-Making• Consumer education
How to choose What to look for What to look out for Shared decisions in health Empowerment (smart shopper, smart patient)
• Comparisons (Ratings & Recommendations) Features Effectiveness Quality Safety Performance
• Personalization/Localization (Digital Tools & Capabilities)
What’s right for me? What is the experience of people like me?
CR Brand Promise and Health Impact
• Expert, independent, nonprofit: “Trust lives here”• Our work is unbiased and science-based: “No one tests like we do”• We serve only consumers: “We are on your side”• We care about your health• We have no commercial interests• We take no ads• We respect your privacy• We help you save money• We help you stay safe• We help you find value• We help you compare options• We help you with actionable information• We empower you to make the right choices for you• We help you plan a better quality of life
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Health Impact Consumer Partner Network • Collaborators:
– Create content, invent campaign, provide data.– Some samples: AARP, ABIMF, ACP, Healthcare Blue Book, NCQA, STS
• Partners:– Content distributors, assist in developing dissemination strategies, discuss
methods of content development.– Choosing Wisely Partner Breakdown:
• Founding Partners: original partners from the launch• National Partners and Specialty Societies: must have national reach, ability to reach 1
million consumers or be a specialty society• Regional Partners: represent a regional distribution network
• Affiliates:– Organizations or others willing to distribute our content.– Must be willing to sign up for email newsletter.– Must be willing to send us some level of metrics.
• Licensees:– For profit organizations which we sign license agreements with.
Partnerships June 2013
Health Impact in CR Media Products
ConsumerReports.org:Choosing Wisely andBest Buy Drugs
Consumer Reports Magazine, CR on Health:Choosing Wisely and Best Buy Drugs
ConsumerHealthChoices.org1. Best Buy Drug Reports (PDF)2. Money Saving Guides for Prescription Drugs3. What’s a Fair Price? Pamphlets in English4. Choosing Wisely pamphlets in English (PDF)5. Choosing Wisely pamphlets in Spanish (PDF)6. High Value Care pamphlets in English/Spanish
(Diabetes/Back Pain)7. Special reprints of CR magazine health articles (PDF)8. Special report “What to Reject When You’re Expecting”9. Consumer Health Choices on YouTube10.Consumer Health Choices Facebook page11.@ConsumerDavid on Twitter for smart health consumers12.Monthly Impact email newsletter—contact Pamela Austin
1. Best Buy Drug Reports (PDF)2. Money Saving Guides for Prescription Drugs3. What’s a Fair Price? Pamphlets in English4. Choosing Wisely pamphlets in English (PDF)5. Choosing Wisely pamphlets in Spanish (PDF)6. High Value Care pamphlets in English/Spanish
(Diabetes/Back Pain)7. Special reprints of CR magazine health articles (PDF)8. Special report “What to Reject When You’re Expecting”9. Consumer Health Choices on YouTube10.Consumer Health Choices Facebook page11.@ConsumerDavid on Twitter for smart health consumers12.Monthly Impact email newsletter—contact Pamela Austin
Health Impact and Partner Events• Wikimania
• Patient Expo with ACP
• Choosing Wisely launch with ABIMF
• Social Media Summit for Health Partners
• Selling Sickness
• Etc.
Health Impact and Share Your Story• Stori.es page
launched June 2013
• Promoted by CU by email to e-activist list
• Promoted on Consumer Health Choices
• Promoted on CRO
• Over 100 stories already
National Business Coalition on Healthand PBGH Employer Toolkit
http://consumerhealthchoices.org/for-employees/
Articles from your employer• More Equals Better? Not When it Comes to Your Health• Caring for Others: Tips to Help You and Your Loved Ones• Choosing Wisely: New Resources and New Information for Your Health• Four Things that Would Surprise You About Health Care• Getting the Most Out of Your Preventive Care• New Resources for You and Your Family’s Health• Three Health Care Treatments you May Not Need• Three Reasons to Take a Notepad to Your Next Doctor Visit
Tip sheets from Consumer Reports• Asking Questions About Imaging Tests• Asking Questions About Medical Tests• Building Healthy Habits• Communicating With Your Doctor• Coping With Serious Illness• Doctor-Patient Relationships• Preventive Care• Ten Ways to Reduce Your Drug Costs
Articles from your employer• More Equals Better? Not When it Comes to Your Health• Caring for Others: Tips to Help You and Your Loved Ones• Choosing Wisely: New Resources and New Information for Your Health• Four Things that Would Surprise You About Health Care• Getting the Most Out of Your Preventive Care• New Resources for You and Your Family’s Health• Three Health Care Treatments you May Not Need• Three Reasons to Take a Notepad to Your Next Doctor Visit
Tip sheets from Consumer Reports• Asking Questions About Imaging Tests• Asking Questions About Medical Tests• Building Healthy Habits• Communicating With Your Doctor• Coping With Serious Illness• Doctor-Patient Relationships• Preventive Care• Ten Ways to Reduce Your Drug Costs
Special Reports: “What’s A Fair Price?”
1. Brain MRI (Healthcare Blue Book) →2. Breast Augmentation (Healthcare Blue Book) →3. Breast Reduction (Healthcare Blue Book) →4. Breast Reduction (Healthcare Blue Book)5. Chest X-Ray (Healthcare Blue Book) →6. Colonoscopy (Healthcare Blue Book) →7. Complete Blood Count (Healthcare Blue Book) →8. Comprehensive Metabolic Panel (Healthcare Blue Book) →9. Fetal Ultrasound (Healthcare Blue Book) →10. Hip Replacement (Healthcare Blue Book) →11. Hysterectomy (Healthcare Blue Book) →12. Knee Arthroscopy (Healthcare Blue Book) →
1. Brain MRI (Healthcare Blue Book) →2. Breast Augmentation (Healthcare Blue Book) →3. Breast Reduction (Healthcare Blue Book) →4. Breast Reduction (Healthcare Blue Book)5. Chest X-Ray (Healthcare Blue Book) →6. Colonoscopy (Healthcare Blue Book) →7. Complete Blood Count (Healthcare Blue Book) →8. Comprehensive Metabolic Panel (Healthcare Blue Book) →9. Fetal Ultrasound (Healthcare Blue Book) →10. Hip Replacement (Healthcare Blue Book) →11. Hysterectomy (Healthcare Blue Book) →12. Knee Arthroscopy (Healthcare Blue Book) →
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The most popular output so far:5 Questions to Ask Your Doctor
• New video!
http://www.youtube.com/watch?v=8bAccWMfyHo
• Before you have any medical test or procedure, use these questions to start a conversation with your doctor about the tests, treatments, and procedures you need—and don ’t need
1. Do I really need this test, treatment, or procedure?
2. What are the downsides?
3. Are there simpler, safer options?
4. What happens if I do nothing?
5. How much does it cost?
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Health Impact Results
• In the past 12 months, Consumer Reports Health Impact content and messages have reached a verified 100 million consumers (not including billions of earned media impressions).
• Choosing Wisely was hailed as one of the top 10 health events of 2013.
• After 5 years of experimentation and learning, our impact on consumers and decision-makers is growing and our work is being recognized and put into practice.
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Health Impact Innovation• RWJ Foundation Grant to expand Choosing Wisely reach to patients
through health systems, regional health collaboratives, specialty societies
• Securing new partners to reach vulnerable populations (children, African-American, other communities)
• Pursuing opportunities with other unions and faith-based organizations
• PSA video (to launch in Maine and available elsewhere on request)
• Developing new ways to engage consumers (requesting grant funding to support this)—brainstorming in progress for infographics, posters, apps
• Ongoing message testing, materials testing, concept testing
• New opportunities to reach consumers: Health Exchanges, EMR systems
• COLLABORATING WITH PEOPLE LIKE YOU!
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Thank You!
Tara MontgomeryDirector, Health Partnerships & ImpactConsumer ReportsYonkers, NY
@TaraCRHealth
www.ConsumerHealthChoices.org