how aurora health care engages thousands of members for insight
TRANSCRIPT
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Aurora Health Care(Vision Critical
customer spotlight)
ANNE MARTINO
Vice President,
Consumer Insights & Innovation
Aurora Health Care
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What is Aurora Health Share?
Health Share is a patient-based
online forum through which Aurora
Health Care can ask consumers
question and solicit their feedback.
It is a market research tool and it
offers opportunity to be a
relationship marketing tool.
Vision Critical provides the
software framework and platform
for the community.
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Health Share Demographic Profile
Female
71%
Male
29%
18-24 yrs 2%
25-34 14%
35-44 17%
45-54 22%
92% White
20% Aurora Employees
94% Aurora Primary
Care Patients
55-64 25%
65-74 15%
75+ 4%
Age
GenderRace
Patient Status
Employees
5000 members
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The Importance of Customer Understanding
Health Share helps Aurora Health
Care:
Strengthen its patient understanding
Create a community platform to
capture valuable insights and allow
patient concerns to be heard
Develop a tool to gather ongoing
community insights that drive
improvements in patient care
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Shifting Consumer Expectations
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Diverse Consumer Segments
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Activity and Digital Engagement at a Glance
Not Active Highly ActiveModerately Active
Very Tech-savvyModerately Tech-savvy
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Delivering Better Products and Enhanced Services
Insight from Health Share helps Aurora deliver more patient-centric offerings
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Consumer Insight Drives Investment
Make smarter
media purchases.
Write content that
speaks her language.
Select appropriate channels
email, social media, etc.
Communicate directly and
build lasting relationships.
The insight community helps Aurora do the following:
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Consumer Insight Drives Investment
TelevisionsTop Social Media Sites
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Lifestyle Initiative Project: Primary Care Health Coaching
The community helped Aurora
develop a differentiated health
coaching program targeting
patients with Hypertension
and Type 2 Diabetes.
Patient insight helped the
organization understand
preferences for when, where
and how this program should
be delivered.
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Concept Test
Personal Health Coach Virtual Health Coach Digital Health Manager
Insight from the community helped influence health coaching options.
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Concept Test: Health Coaching Options
Hypertension (High Blood Pressure) Type 2 Diabetes
Digital Health Manager Digital Health ManagerPersonal Health Coach
Aurora Health Care discovered that consumers want an easy, convenient, on-
demand solution.
Motivating features:
Weight Management, Sleep and Stress Management
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Communicating change
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Inspiring people to think about the customer in a new way
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Insight enables consumer-focused health care
Clinical Operations Medical Group Marketing
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© Aurora Health Care | 17
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Three takeawaysThe consumer point of view informs transformation.
Understanding consumer needs allows for more
effective use of resources.
Embracing consumer perspectives impacts the
organization cross-functionally.
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© Aurora Health Care | 19
Learn how successful healthcare insurers and providers gather the best, most
reliable patient insight. Download the ebook Symptoms of Change.
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© Aurora Health Care | 20
Watch a four-minute demo to learn how the Vision Critical customer
intelligence platform can help you connect and engage with your patients.
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