Tufts University Medical School Summer Institute Digital Strategies for Health Communication

1. Tufts University Medical SchoolSummer InstituteDigital Strategies for Health Communication July 24th, 2014

2. Tara Montgomery Senior Director, Health Impact

3. Consumer Reports Health Health at Consumer Reports Health Impact Program • Consumer Reports’ founding charter in 1936 emphasized quality of life and a goal to "maintain decent living standards for ultimate consumers.” • Health has been an integral part of how the organization has served consumers ever since. • 2003: Consumer Reports begins expansion of health • 2008: Consumer Reports starts health service Ratings • 2011: Consumer Reports launches Health Impact program to reach and empower diverse consumers • 2014: Health Impact Partner Network reaches over 100M consumers per year

4. Consumer Reports Health Health Organization Health Initiatives • Chris Meyer, VP of External Affairs • Tara Montgomery, Senior Director • John Santa, Medical Director (outgoing) • Doris Peter & Health Ratings team (Lisa Gill, Steve Mitchell, Teresa Carr, Ginger Skinner, Lisa Luca, Kathleen Person, Kristina Mycek, Matthew Van Voorhis) • Dominic Lorusso & Health Partnerships team (Beccah Rothschild, David Ansley, Pamela Austin, Lane Rasberry) • Lesley Greene, Health Programs • Claudia Citarella, Health Impact • Ellen Kunes & Health Content team • DeAnn Friedholm & Health Advocacy team • Health Advocacy & Policy: • Reform; Patient Safety; Costs • Health Content Development: • Consumer Reports; CR on Health; ShopSmart; CR.org • Health Impact: • Health Ratings Center • Health Partnerships • Health Impact Campaigns • Projects with grant support: • Best Buy Drugs • Choosing Wisely • Patient & Family Engagement • Delivery System Reform

5. Health Impact Partner Network

6. Consumer Reports Health Health Vision • Consumer Reports aspires to be the consumer champion of high value (safe, high-quality, affordable) and sustainable food, wellness, health-care and medical products and services that support optimal physical, mental and community well-being.

7. Consumer Reports Health CR Health Role CR empowers a movement of diverse consumers by educating them about the risks and costs of today’s complex and costly health and food marketplaces and enabling them to become effective advocates for their own well-being as both patients and shoppers. CR’s experts collaborate with other trusted organizations to develop and provide independent, evidence-based, personalized information, resources, Ratings and tools to activate consumers to participate in their health care at relevant points in their decision journey. CR supports consumers in identifying and choosing high-quality, high-value, products and services, and optimizing their health and wellness. CR advocates for public policies and marketplace changes that allow and promote fair, just, and high-value health and food systems.

8. Helping Consumers Become “Health Consumers”

9. Consumer Experience Changing Landscape • Acute need for paradigm shift • Compliant patients > Informed health consumers • Affordable Care Act expansion of coverage = inexperienced consumers entering marketplace and navigating the system • Doctor-patient relationships weakening • Consumers vulnerable—without strong advocate in the system

10. Consumer Experience Changing Landscape • Rising costs, providers consolidating, insurers transferring more costs to consumers • Shift to greater out-of-pocket costs… consumers have to better evaluate budget tradeoffs for their care • Consumers face very high up-front and out-of-pocket costs…barrier for both insured and uninsured to access medical system • Consumers becoming more involved in their own decision-making--relying on self-diagnosis, self-care, alternative approaches (providers, medicine, supplements)

11. Consumer Experience Lack of Transparency

12. Meeting Consumer Needs

13. Consumer Needs Information, Tools, Regulation, Access Access to: •  Adequate networks of providers •  Insurance or single-payer •  A safe food supply •  High quality, high value providers, services, products, and foods •  Safe providers, services, products, and foods

14. Consumer Needs Information, Tools, Regulation, Access Regulation to protect them from: •  Faulty or ineffective dietary supplements •  Safety hazards in foods •  Unsafe doctors, hospitals, and products •  Manipulation of cost and price •  Conflicts of interest

15. Consumer Needs Information, Tools, Regulation, Access Timely, actionable, accessible, and objective information about: •  Costs of insurance, services, products, treatments •  Quality and safety of health treatments and services and food •  Conditions and treatment options and their risks & benefits •  Doctor and hospital quality •  How to use all aspects of the health care system •  Claims made in advertising and on labels •  Nutrition and food safety •  What is, and is not, regulated •  Whom to trust

16. Consumer Needs Information, Tools, Regulation, Access Tools to help them make decisions or take action: •  Make choices about providers, services, insurance, and food •  Access and manage their health records •  Decide when to see a doctor and when to access other avenues for diagnosis and treatment •  Maximize the effectiveness of interactions with providers

17. Consumer Engagement Awareness • We’re on the cusp of major change •  Patients used to be “patients”! •  Consumers want to be safe! •  How can they be effective consumers when they are misinformed and confused? • Where is the community of health consumers, conscious of cost/quality? • Who is making them aware of what’s changed, what this means, and why they should care? • What does it take to raise awareness?

18. Consumer Engagement Activation • Aware consumers are activated to take control of navigating the system and getting what they need • What questions to ask and how to ask them • How to get the right care (not too much/little) • How to protect themselves e.g. stay safe • How to choose the right products and services • How to save money by shopping smartly • What you can do to advocate for change • Few independent players are on their side

19. Consumer Engagement Action • Activated consumers can play a more effective role in decision-making • Comparison-shopping for products and services • Using Ratings of doctors etc. • Evaluating quality, cost, and value • Considering prices • Finding the best value products and services • Choosing safer products and services • Shopping for healthy lifestyles that actually work •  Individual consumer willingness to pay is limited • Intermediaries (payers/providers) recognize value of tools • Players building tools have data and reach but lack trust and engagement, creating partnership opportunities • Advocacy is key to driving transparency and better value

20. Consumer Reports Health Impact Awareness, Activation, Action • Health Reform Guide • Summary of Benefits • Getting Healthcare Right (delivery system reform) • Choosing Wisely • What To Reject When You’re Expecting • Engage With Health (Doctor-Patient communications) • Best Buy Drugs & Drug Fact Boxes • Health Law Helper • Tax Credit Tool • What’s A Fair Price? • Doctor Ratings • Hospital Ratings • Insurance Ratings • Preventive Services Ratings

21. Consumer Reports Health Impact Awareness, Activation, Action • Brochures • Article reprints • Custom publishing • English • Spanish • Posters • Wallet cards • Social media • Microsites • Videos & PSAs • Infographics • Messages • Webinars • Events

22. Choosing Wisely 5 Questions Poster

23. Choosing Wisely 2-Page Brochures

24. www.nbch.org/Choosing-Wisely-Employer-Toolkit Consumer Reports Health Tools Choosing Wisely: NBCH & PBGH Employer Toolkit

25. Consumer Reports Health Tools Choosing Wisely: NBCH & PBGH Employer Toolkit Employer Materials (Creating strategy; planning campaign) Employee Materials (Ready for use by employers) Consumer Reports tip sheets (New set of Choosing Wisely Tips!) All Consumer Reports resources (Over 150 articles and tip sheets)

26. Consumer Reports Health Tools Consumer Resources to Engage Employees www.ConsumerHealthChoices.org

27. Consumer Reports Health Messages Literacy, Communication & Storytelling • Entertainment and humor • Relatable stories • Safety first • 7th grade literacy • Visuals and infographics • Self-monitoring and games • Cultural relevance • Trusted messenger • Avoid being boring • Avoid being depressing • Push awareness messages • Use relevant tools at point of decision-making • Aim for personalization

28. Consumer Reports Lessons About Consumer Engagement • They don’t necessarily trust their employer • They might not trust you • Some people will never be engaged • Practice what you preach • It’s about the conversation • Measurement is hard • Clinical, economic, behavioral • Behavior change interventions • Cultural relevance • Be patient with culture change • Experiment

29. Consumer Reports Challenges Increasing our Impact through Partnerships • Collaborating with partners • Sustaining our mutual commitment • Meeting real consumer needs • Being where consumers are • Innovating and creating • Refining our messaging • Optimizing new outreach opportunities • Exploring new business opportunities • Sustaining and funding our work • Reaching new audiences • Maximizing reach • Measuring impact

30. Consumer Reports Action Items Things HR Leaders Can Do NOW!! • We want to learn from you! Tara Montgomery @TaraCRHealth tmontgomery@consumer.org Facebook: Consumer Health Choices Learn More: ConsumerHealthChoices.org