personalized medicine - putting the 'mind' inside

Howard R Moskowitz**

Kenneth Rotondo

Bert Krieger

Mary Becker

Mind Genomics Advisors, LLC

White Plains, New York

**Presenter

Putting the ‘mind’ or the ‘me’ into

personalized medicine

Topics

People differ – what does that mean

People want pleasing experiences – even in

illness

What better things can do you say and do when

you knew what people want to experience

Examples of such knowledge

Does it really work

Outcome metrics – congestive heart failure

Scaling up for the future

People differ in how they respond

emotionally in a medical experience

Person to person differences

You don’t have to be a scientist or any type of

expert to know that there are differences

Just look around at the stores .. Not at the

products .. At the stores

People want different experiences Some want simple in and out

Others want entertainment

Others don’t even want to be there … use web

The same thing happens with the medical

experience

People differ in what they want

How do you get inside a person’s head?

And even if you could, what would you do?

Can science help?

People want ‘pleasant, positive’

experiences – even in medical

situations

Today it’s all about the customer

experience

Fred Reicheld developed the NPS .. Net promoter

score .. Would you recommend….

The NPS value is a placeholder for customer-

empowerment

Technology gives the customer the vote

Look at all the instant polls of experience

And in the medical world … the Press Gainey value

… just one

So when we talk personalized medicine…we

ought to remember the person, his/her MIND

A poor experience is a bad thing

financially

How do you create a pleasing

experience

Typical approach - questionnaire

Ask the respondent (e.g., patient) to describe the

experience

And then use that as a report card

Objective …. Improve the experience for the

patient using feedback

This isn’t personalization … it’s merely general

quality control

HCAHPS – Hospital Survey(32 questions)

Hospital level results are publicly reported on the Hospital Compare website 4 times a

year. HCAHPS results are based on 4 quarters of data on a rolling basis.

Composite topics

Nurse communication (questions 1, 2, 3)

Doctor communication (questions 5, 6, 7)

Responsiveness of hospital staff (questions 4, 11)

Pain management (questions 13, 14)

Communication about medicines (questions 16, 17)

Discharge information (questions 19, 20)

Care transition (questions 23, 24, 25)

Individual topics

Cleanliness of hospital environment (question 8)

Quietness of hospital environment (question 9)

Global topics

Overall rating of hospital (question 21)

Willingness to recommend hospital (question 22)

Examples from the Questionnaire

5. During this hospital stay, how often did doctors treat you with courtesy and respect?

1 Never

2 Sometimes

3 Usually

4 Always

12. During this hospital stay, did you need medicine for pain?

1 Yes

2 No If No, Go to Question 15

13. During this hospital stay, how often was your pain well controlled?

1 Never

2 Sometimes

3 Usually

4 Always

14. During this hospital stay, how often did the hospital staff do everything they could to help you

with your pain?

1 Never

2 Sometimes

3 Usually

4 Always

Point of view

The questionnaire is an evaluation of the

experience (bad to good)

There are NO SPECIFICS listed as being

desirable

There is NO WAY TO USE for an individual to

drive change..other than by guessing

There is NO TEACHING HERE, just a report card

Mind Genomics ----- Understanding

the patient’s ‘mind’ without years of

analysis on the couch

The reality of today pushes for

measureable experiences

The strive to measure makes ‘measurement’ the

end all and be all

ITRS (it’s the rating, stupid)

We behave according to the laws of reinforcement

Reinforcement scores..and whatever gets a high

score is important

And thinking…think about what will raise the score

Reminds us … of school…study for the exams, like

the SAT … rather than learning

An alternative idea

Let’s understand what the patient feels about

different touch points, experiences in a hospital

But without massive expenditures

Without masses of fairly expensive in-depth

interviews ..which are valuable but can’t cover the

full range

So I’ll talk about our approach

In the formative stages, with data

How we do it: S-R (stimulus

response)

Present vignettes of the experience .. Different

aspects

Get responses

Adherence – can you comply

Experience – do you find this pleasant

Use statistics to deconstruct vignettes into what

components ‘drive’ the response

Result – understanding the experience

We illustrate with data1. Understanding: Teens facing the hospital

2. Understanding: Talking to adolescents about weight

3. Understanding: What Afro Americans want for

health care

4. Convincing: Woman to select hospital in which to

give birth

5. Convincing: Communicating to the poorer Afro

American, for colo-rectal screening

6. Convincing: Congestive heart failure patients to

adhere to a healthier life style (and 70% DROP in

within-30-day-readmit)

The Process Flow

Strongest Messages Identified

Viewpoint Groups Segmented

Viewpoint Identifier Assigns

Consumers To Identified Groups

Mind Genomics

Analyzes Survey

Results

Target Clients

Distribute Online Survey

Conduct Online

Survey

Develop 6x6

Survey/Statistics

Matrix

Identify Target

Population

Case history #1– Understanding

The teen facing the hospital

Permanent Bond/Mentorship

38%

Messaging one group doesn’t appeal to the other…

Personal Attention

27%Honest/Open

communication

35%

Teens and doctors in hospital

The test stimulus: A vignette

Cannot be ‘gamed’ . No PC here

22

Structure of data – What you will see

What each messages delivers (estimated by regression)

Is it a relevant message, and to whom

Total Sample

Analytical

Subgroup #1

Analytical

Subgroup #2

Analytical

Subgroup #3

Base 522 219 149 154% of Base 100% 42% 29% 30%

Propensity to be interested in the product 36 36 39 34

Positive Messages Among Total Sample

F1 Category 2 Message #31 7 7 11 2

A2 Category 1 Message #2 6 8 -1 9

E2 Category 5 Message #26 6 -3 12 14

A4 Category 1 Message #4 5 4 -2 12

D3 Category 6 Message #21 5 5 -6 14

Neutral Messages Among Total Sample

B5 Category 4 Message #11 2 4 1 0

C4 Category 3 Message #16 2 8 7 -11

D2 Category 6 Message #20 1 2 -11 10

C3 Category 3 Message #15 0 5 6 -11

F3 Category 2 Message #33 -2 1 -3 -5

D1 Category 6 Message #19 -3 1 -16 4

Negative Messages Among Total Sample

F4 Category 2 Message #34 -6 -3 -8 -8

Data Example

<-- Not at all interested Very interested- ->

Sorted by Total Sample : Highlighted >+5 & <-5

“Propensity” score is the unexplained variance in the regression model. Represents motivation which cannot be attributed

to any single message but must be taken into account when assessing overall motivation of an analytical group.

Even scores

which appear

neutral for Total

Sample may

mask strong

differing opinions

among other

groups

Messages may

not have similar

impact across

analytical groups

Some messages

hold no appeal

regardless of target

Driver

Detractor

What these numbers mean

• Constant represents people’s initial propensity to say yes (rating 7-9) on the 9-point scale

• A baseline.. In the absence of elements

• Each element generates an estimated driving power

• We are looking for standout messages which break through the clutter

• These stand out messages are the ones to use

Mind Genomics revealed three mind-set

segments for teens facing hospital

25

Seg1 Seg2 Seg3

Base Size 43 55 59

Constant 42 56 71

Seg 1

Medical staff always have a smile on their face 18 -8 -3

Medical staff constantly checks up on teenage patients and insure their comfort 18 8 -4

Medical staff genuinely tries to help patients which makes teenage patients feel special 16 -1 -7

Seg2

Medical staff always speaks the truth to the teenage patient no matter how traumatizing as it will help in the long run 5 15 -5

Wittiness helps medical staff seem more human 2 15 -4

Medical staff communicates and gives advice to teenage patients for their present and future lives 3 15 -4

Seg 3

Medical staff develop a teacher-student bond and help teenage patients who want to be medical staff themselves 3 -8 25

Medical staff develops bond with teenage patient to make it easy for them to vent 7 0 14

Medical staff develop a permanent friendship with teenage patient that carries on even after their release -3 -7 14

Case history #2: Understanding

Teen girls with eating problems

Three Unique Segments Emerged

27

The Control Seekers

The Low Self-esteem Team

The ‘Aware, But Don’t

Care’

27

28

The Survey begins with an orientation screen

29

Each respondent evaluates unique combinations of elements

30

The Control Seekers- These are girls who are not necessarily overweight, but feel

as though they have little control over their lives, and therefore seem to seek this

control by limiting how much they eat.

How well does this screen describe you?

<-- Does not describe me at all... Describes me exactly-->

1 2 3 4 5 6 7 8 9

Sorted by Seg 1 : Highlighted >+9 winners & <-9 losers

Total

Sample

Seg1 of 3-

The Control

Seekers

Seg 2 of 3-

The 'Aware,

But Don’t

Care'

Seg 3 of 3-

The Low Self-

esteem Team

BASE SIZE: 102 32 46 24

CONSTANT: 16 24 22 -3

You don’t get along with your family because you think they are too controlling -3 11 -9 -11

You are a perfectionist, and do not tolerate failure 0 10 -7 0

Going on the scale depresses you 0 9 -9 3

You get extremely frustrated when things don’t go your way 1 9 -3 0

If you feel like you ate a lot one day, you will starve yourself the next day to compensate for it 4 8 1 3

You wish that you could look more like the actresses you see in movies 0 -7 6 -2

Many of your immediate and extended family members are overweight -1 -7 -4 14

You think if you were thinner, people would like you better, and you would be more popular 0 -8 3 3

Your mother or caregiver would cook, or does cook healthy, balanced meals for your family 3 -10 3 20

As a child your parent(s) or caregiver(s) encouraged you to be physically active 2 -11 4 15

You think that society places a great importance on being thin 1 -11 10 -1

Your immediate family members make an effort to keep in shape 1 -11 5 7

You were born with big bones or a big frame 1 -13 2 17

When you go shopping, you buy clothes a size smaller than you really are, hoping you will soon lose

weight and they will fit you -7 -14 -15 19

© 2011

31

The 'Aware, But Don't Care’-These girls are average in body weight and self-

esteem. They are aware of how much they eat, and know that it might not be the

healthiest way, but aren't motivated to change their habits out of stubbornness and/or

laziness.



1 2 3 4 5 6 7 8 9


Total

Sample

Seg1 of 3-

The Control

Seekers

Seg 2 of 3-

The 'Aware,

But Don’t

Care'

Seg 3 of 3-

The Low

Self-esteem

Team

BASE SIZE: 102 32 46 24

CONSTANT: 16 24 22 -3

If you were thinner you would be happier 6 -7 17 2

You have erratic eating habits 8 -2 12 12

You think that society places a great importance on being thin 1 -11 10 -1

You eat till you are full and don’t pay attention to portion sizes 9 7 8 12

You live to eat rather than eat to live 4 2 8 -1

You are very organized and hate surprises or spontaneity 5 7 7 0

You wish that you could look more like the actresses you see in movies 0 -7 6 -2

You get extremely frustrated when things don’t go your way 1 9 -3 0

You feel incompetent when compared to a lot of your friends -1 3 -4 -2


You are a perfectionist, and do not tolerate failure 0 10 -7 0

Going on the scale depresses you 0 9 -9 3


You feel ugly in comparison to your friends 1 1 -9 22

You weigh yourself every morning and get upset at yourself if you gain weight -4 -7 -11 15



© 2011

32

The Low Self-esteem Team- These girls have very low self-esteem, criticize

themselves frequently, and feel inferior to their peers due to their weight. Additionally,

many have some sort of family history of health related problems due to poor eating

habits.



1 2 3 4 5 6 7 8 9


Total

Sample

Seg1 of 3-

The Control

Seekers

Seg 2 of 3-

The 'Aware,

But Don’t

Care'

Seg 3 of 3-

The Low

Self-esteem

Team

BASE SIZE: 102 32 46 24

CONSTANT: 16 24 22 -3

You feel self-conscious about your appearance 4 -6 0 25

You feel ugly in comparison to your friends 1 1 -9 22

Your mother or caregiver would cook, or does cook healthy, balanced meals for your family 3 -10 3 20



You were born with big bones or a big frame 1 -13 2 17

Your family has a history of health-related problems as the result of unhealthy eating lifestyles 3 -6 3 17

You weigh yourself every morning and get upset at yourself if you gain weight -4 -7 -11 15

As a child your parent(s) or caregiver(s) encouraged you to be physically active 2 -11 4 15


You think people judge you based on how you look 2 -3 -1 12

You eat till you are full and don’t pay attention to portion sizes 9 7 8 12

You have erratic eating habits 8 -2 12 12

You skip breakfast in the mornings 6 7 3 10


You only eat when you are hungry -2 -1 5 -14

© 2011

Case history #3: Understanding

What Afro Americans want for health care from

the US government (election year platform)

The approach

Identify elements from key websites and

government information

Put them into the Mind Genomics format

Afro-American respondents

20 elements, combined into 25 different

combinations … standard Mind Genomics ‘torture

test’

Look at total panel, and identify interpretable

segments

Four segments emerge …different desires

35

Total – all Afro Americans –

No clear pattern of elements

Afro-Americans on Health Policy

Mind set segments 1 and 2

Afro-Americans on Health Policy

Mind set segments 3 and 4

Case history #4: Convincing

“Selling” a hospital for birthing

I’m expecting a baby…

What hospital do I choose for delivery?

39

What appeals to the majority of surveyed

women? What turns them off?

40

Sorted by

Total Sample

Base Size 304

Constant 66

Our Neonatal Intensive Care Unit, adjacent to our LDR Unit, is included every year in the national list of

"NICU's that achieve the best outcomes"9

Our highly trained staff of experts includes Board Certified Maternal-Fetal Medicine Specialists, Perinatal

Nurses and Imaging Technologists specializing in obstetrics and gynecology, plus we have the only fetal

surgery unit in the region

8

We encourage mom and partner to room together in the hospital after childbirth in order to adjust as quickly as

possible to the new family experience and encourage bonding6

We treat all patients and their families with compassion and consideration, and provide a physical environment

that is conducive to patient care and comfort6

Experienced physicians and nurses qualified to handle both high and low risk pregnancies 5

An anesthesiologist is present (and not just on call) at each delivery, from the very beginning to the very end5

We were the first hospital on Long Island to have certified midwives and today we continue to be bearers of

excellence in maternal/child care5

Nurse to patient ratio that guarantees someone is always aware of your needs 1

Immediate access on-site to the most advanced technology and skilled professionals in case of an emergency0

Free 24-hour TV channel available in English and Spanish on breastfeeding, parenting, postpartum, child

safety and sibling rivalry during your hospital stay-1

Have your favorite foods and drinks…a refrigerator is in your room! -2

Different women – different preferences

41

Seg 1: Professional Staff (33%)

Seg 3: Realistically Prepared (18%)

Seg 2: Family Utopia (33%)

Seg 4: Pamper Me! (16%)

Let’s look at the 4 different segments or

mind sets

42

Sorted by

Total

Sample

Seg1 of 4 Seg2 of 4 Seg3 of 4 Seg4 of 4

Base Size % 100% 33% 33% 18% 16%

Base Size 304 101 99 56 48

Constant 66 69 75 51 62

Our Neonatal Intensive Care Unit, adjacent to our LDR Unit, is included every year in the

national list of "NICU's that achieve the best outcomes"9 13 9 -1 13

Our highly trained staff of experts includes Board Certified Maternal-Fetal Medicine Specialists,

Perinatal Nurses and Imaging Technologists specializing in obstetrics and gynecology, plus we

have the only fetal surgery unit in the region

8 16 7 1 2

We encourage mom and partner to room together in the hospital after childbirth in order to

adjust as quickly as possible to the new family experience and encourage bonding6 -2 6 13 14

We treat all patients and their families with compassion and consideration, and provide a

physical environment that is conducive to patient care and comfort6 1 5 12 10

Experienced physicians and nurses qualified to handle both high and low risk pregnancies 5 13 2 -4 6

An anesthesiologist is present (and not just on call) at each delivery, from the very beginning to

the very end5 4 6 6 3

We were the first hospital on Long Island to have certified midwives and today we continue to be

bearers of excellence in maternal/child care5 6 6 -6 10

Nurse to patient ratio that guarantees someone is always aware of your needs 1 2 5 -1 -10

Immediate access on-site to the most advanced technology and skilled professionals in case of

an emergency0 1 -9 14 1

Free 24-hour TV channel available in English and Spanish on breastfeeding, parenting,

postpartum, child safety and sibling rivalry during your hospital stay-1 -7 3 1 1

Have your favorite foods and drinks…a refrigerator is in your room! -2 4 -8 -4 -1

Segment 1 (33% of population) – interested primarily in

professionalism of staff. Not concerned with atmosphere.

43

Sorted by

Seg1 of 4

Professional

staff

Base Size 101

Constant 69

Our highly trained staff of experts includes Board Certified Maternal-Fetal Medicine Specialists, Perinatal Nurses and

Imaging Technologists specializing in obstetrics and gynecology, plus we have the only fetal surgery unit in the region

16

Experienced physicians and nurses qualified to handle both high and low risk pregnancies 13

Our Neonatal Intensive Care Unit, adjacent to our LDR Unit, is included every year in the national list of "NICU's that

achieve the best outcomes"13

Private spacious room with extra bed and your own bathroom 11

All of our postpartum nurses are certified lactation specialists 10

Board certified obstetricians are polite, supportive and do not rush from one patient to another 9

Nearby waiting rooms for your family and loved ones to welcome your new baby 8

We were the first hospital on Long Island to have certified midwives and today we continue to be bearers of excellence

in maternal/child care6

We appreciate that women need and deserve special care and special treatment in a family centered environment-4

We'll help you ease your way into the responsibilities of a growing family with our parenting workshops and classes

such as childbirth preparation, breastfeeding and sibling big brother/big sister day camp-4

During your labor and delivery, your family may wait in a spacious waiting area, which has comfortable furnishings for

adults and children-6

Quiet and peaceful atmosphere to help maintain your ideal relaxation state -6

Free 24-hour TV channel available in English and Spanish on breastfeeding, parenting, postpartum, child safety and

sibling rivalry during your hospital stay-7

Segment 2 (33% of population) – looking for family-friendly

atmosphere. Not concerned with private rooms or emergency

care.

44

1) Would you deliver your baby at this hospital?

<-- Definitely NO Definitely YES -->

1 2 3 4 5 6 7 8 9

Sorted by Total Sample : Highlighted >+5 winners & <-5 losers

Sorted by

Seg2 of 4

Family

utopia

Base Size 99

Constant 75

We'll help you ease your way into the responsibilities of a growing family with our parenting workshops and

classes such as childbirth preparation, breastfeeding and sibling big brother/big sister day camp9



Our family centered care is designed to help the entire family adjust to a whole new life when a new baby

arrives7

Our highly trained staff of experts includes Board Certified Maternal-Fetal Medicine Specialists, Perinatal

Nurses and Imaging Technologists specializing in obstetrics and gynecology, plus we have the only fetal

surgery unit in the region

7

To enhance your parenting skills, several classes, including "Baby Care" and "Breastfeeding", are offered

by a "Baby Friendly" designated hospital7

Friendly, helpful and caring nurses provide a supportive atmosphere for you and your family 7

Friendly, supportive and understanding environment that makes you feel at home 6

We encourage mom and partner to room together in the hospital after childbirth in order to adjust as quickly

as possible to the new family experience and encourage bonding6

Immediate access on-site to the most advanced technology and skilled professionals in case of an

emergency-9

Our hospital is equipped with specialists to treat premature and sick newborn babies -9

Private spacious room with extra bed and your own bathroom -9

Segment 3 (18% of population) – wants to be prepared for any

outcome. Not too concerned with luxury care for moms.

© 201345

1) Would you deliver your baby at this hospital?

<-- Definitely NO Definitely YES -->

1 2 3 4 5 6 7 8 9

Sorted by Total Sample : Highlighted >+5 winners & <-5 losers

Sorted by

Seg3 of 4

Realistically

prepared

Base Size 56

Constant 51

Our care extends to women anticipating both normal and high-risk pregnancies and delivery 19

Our hospital is equipped with specialists to treat premature and sick newborn babies 17

We encourage mothers to have skin-to-skin contact with their baby and those who wish to breastfeed to

begin immediately after delivery - it will benefit your baby and help you relax14

Immediate access on-site to the most advanced technology and skilled professionals in case of an

emergency14

We encourage mom and partner to room together in the hospital after childbirth in order to adjust as

quickly as possible to the new family experience and encourage bonding13

We treat all patients and their families with compassion and consideration, and provide a physical

environment that is conducive to patient care and comfort12

All of our labor and delivery nurses are certified in advanced life support and trained in electronic fetal

monitoring12

You’re greatly involved in any decision-making regarding the hospital where you are going to have your

baby12

Have your favorite foods and drinks…a refrigerator is in your room! -4

Moms can make an appointment with a licensed massage therapist during their stay -5

We were the first hospital on Long Island to have certified midwives and today we continue to be bearers

of excellence in maternal/child care-6

Board certified obstetricians are polite, supportive and do not rush from one patient to another -8

All of our postpartum nurses are certified lactation specialists -9

Segment 4 (16% of population) – wants to be pampered.

Looking for Mommy-centered experience.

© 201346

Seg4 of 4

Pamper me!

48

Constant 62

Moms can make an appointment with a licensed massage therapist during their stay 17

Private spacious room with extra bed and your own bathroom 15

We encourage mom and partner to room together in the hospital after childbirth in order to adjust as quickly

as possible to the new family experience and encourage bonding14

Meals are served to you in a room-service fashion, giving you a variety of wonderful meal selections as well

as the flexibility to dine at your leisure13



State of the art “rooming in” facilities for mother and baby to enhance your new family experience 12

Private rooms (birthing suites) to have your labor, delivery, and recovery in one place 10

We treat all patients and their families with compassion and consideration, and provide a physical

environment that is conducive to patient care and comfort10

To enhance your parenting skills, several classes, including "Baby Care" and "Breastfeeding", are offered by

a "Baby Friendly" designated hospital-8

You’re greatly involved in any decision-making regarding the hospital where you are going to have your

baby-8

Nurse to patient ratio that guarantees someone is always aware of your needs -10

Guided tours through the facility to help future parents feel familiar and comfortable -12

Nearby waiting rooms for your family and loved ones to welcome your new baby -12

Four segments for ‘giving birth’

Different women – different preferences

47

Seg 1: Professional Staff (33%)

Seg 3: Realistically Prepared (18%)

Seg 2: Family Utopia (33%)

Seg 4: Pamper Me! (16%)

Case History #5: Convincing

Communicating to poor Afro Americans

need for colo-rectal screening

Short background

Goal – how to motivate poor Afro-Americans to

get regular colo-rectal screening

Early detections saves hundreds of thousands of

dollars

Results – Four mind-sets

Create viewpoint identifier – four questions to

identifier which mind-set, to give correct

messages

50

Colo-rectal screening

The four mind-sets or viewpoints (segments)

Viewpoint 2

Screening and Prevention

15% of sample

This viewpoint is motivated when the messages relate to a

personal perspective and early detection to stop cancer.

Viewpoint 3

Personal Appeal and Early Detection

For A Cure

14% of sample

Viewpoint 1

I Am Convinced

57% of sample

Talk about the benefits of screening…early detection prevents

death from colorectal cancer and why without screening

symptoms appear to late to cure. Also encourage the client

with concerns about the procedure to speak to someone they

trust.

This viewpoint is motivated to get a screening test to prevent

colon cancer. There is no discrimination across the test

messages because all of the messages are motivating.

Viewpoint 4

I Am Convinced…Don’t Talk About

Risks and Consequences

14% of sample

This group is highly motivated to get a screening test. Avoid

discussing risk factors, death and concerns related to colon

screening because these messages are behavioral barriers.

51

The 30 second Viewpoint Identifier identifies segment

affiliation when administered to a client

Click to See Live

Demo of Typing Test.

Click Here

http://addressableminds.com/vpi.php?sid=baaaagLw&m=d&uid=2016-01

52

Questions asked in the Viewpoint Identifier for colon cancer

screening among poverty level African-Americans

Case History #6: Convincing

Communicating to discharge patients with

congestive heart failure to ‘adhere’

What do you say to drive adherence?

The statistics suggest that at least 1/3 of

prescriptions are just not filled

And of those that are filled, many are not taken

long enough

Not to mentioned when the doctor tells you to

stay off certain substances

Let’s focus on understanding the

experience and personalizing

• Go through the drill

• Present vignettes about the experience

• Ask whether you could live with the regimen

• Develop individual models

• Identify segments

• Create the viewpoint identifier

• Implement it in an A/B study

To Review … the process flow

Strongest Messages Identified

Viewpoint Groups Segmented

Viewpoint Identifier Assigns

Consumers To Identified Groups

Mind Genomics

Analyzes Survey

Results

Target Clients

Distribute Online Survey

Conduct Online

Survey

Develop 6x6

Survey/Statistics

Matrix

Identify Target

Population

Knowing the mind of the patient can reduce readmissions

dramatically …presumably through adherence

Compliance Messages – ‘raw material’ (1 of 2)

Compliance Messages – ‘raw material’ (2 of 2)

Overall:Positive numbers indicate that message encourages the user to comply;

Negative numbers indicate that message discourages people from taking the medications

63

Three Unique Mind Set Segments For Compliance

Segment 1:

It’s My Decision

Segment 2:

It Takes a

Support Group

Segment 3:

Faith in the

Medical Field

31%

27%

42%

Different cohort groups require different,

segment-appropriate messaging

Three distinct Mind Sets or Viewpoints

Light – drives compliance Dark – detracts from complianceOut of 36 elements, more than half show that compliance may occur for some

segments, not others

65

It’s My Decision (Segment One – 31%)

Messages which encourage medication compliance

•Your doctor has fully informed you of the benefits and side effects of taking

your medication

•You believe that your medication is helping your condition

•You understand the benefits of taking your medication

•You believe that not taking your medication can be harmful in the long run

•You believe that taking your medication helps you to live longer

66

It Takes a Support Group (Segment Two – 27%)

Messages which encourage medication compliance:

•Your healthcare plan makes your medication affordable

•You can feel or see the benefits of taking your medication as prescribed

•You have been taught why taking your medication is important

•You believe that your medication is helping your condition

•You believe that taking your medication helps you to live longer

•You have a support group that encourages you to take your medication

67

Faith in the Medical Field (Segment Three – 42%)

Messages which encourage medication compliance:

•You believe your condition warrants taking your medication

•You believe that taking your medication helps your condition

•You understand the benefits of taking your medication

•You trust your physician to prescribe the correct medication

•You trust your choice of physician, pharmacist and healthcare provider

6

8

Identifying the mind-set of this NEW person

Feedback & Action Page

When a person’s pattern suggests Seg 1

7

2

So..what happened

• Step 1 – Apply viewpoint identifier

upon discharge … instructions to

read the discharge instructions

each day

• Step 2 - Measure re-admission

rates in an A/B test

• Step 3 – Look for commonalities of

those readmitted (most Segment

or Viewpoint #2 …It takes a

support group)

• Step 4 – Pay careful attention for

Segment 2 discharges

Knowing the mind of the patient can reduce readmissions

dramatically …presumably through adherence

Moving our patient understanding

to ‘industrial strength’

Up to now and forward We presented different studies, done for different

groups, at different times

We have good data, and when applied, meaningful outcomes

There are many touchpoints in in the health/wellness continuum?

What about creating a series of these studies (20+), to provide us foundational data

Then create the corresponding 20+ viewpoint identifiers

And type people all over the country, putting the information in their medical record!

In other words Can we know the person, the way we know the

person in our CHF?

And then create a knowledge base of the health/wellness/illness EXPERIENCE

Then…mind-type millions of people

Ensuring local, nation-wide, and then world-wide optimal health messaging, and optimal experience with the health-care systems?

Here is an example for the business

A retrospective from 2018

Identified 20 ‘health touch-points’

For each touch-point, did Mind Genomics for the US

population ….Identified the mind-set segments

Created a ‘typing wizard’ of 3-4 simple questions which

assigns a person to the segment

Created a set of 20 such 4-6 question viewpoint

identifiers

Used that to sequence the health-mind of the US customer

Now that sequenced health-mind is part of a patient’s

electronic health record

Any doctor or hospital know show to make the experience

exceptionally positive for that individual

For more information

Howard R Moskowitz, PhD

Founding Partner & Chief Scientist, Mind Genomics Advisors, LLC

President, Mind Genomics Associates, Inc.

11 Sherman Ave

White Plains, NY 10605

Email: [email protected]

Skype: hmoskowitz62

Mob: 914 572 1673

Web: www.MindGenomics.com

Mind Genomics DropBox & Mentoring:

https://www.dropbox.com/sh/vlyiqp6p5eom0m1/AAC1WRPuHOGpax6T

Lq-md824a?dl=0

mailto:[email protected]

https://www.dropbox.com/sh/vlyiqp6p5eom0m1/AAC1WRPuHOGpax6TLq-md824a?dl=0

personalized medicine - putting the 'mind' inside

Documents