Context-Based Strategies for Engaging Consumers in Using Public Reports. Dale Shaller Shaller Consulting Group September 20, 2011. Overview. The nature of engagement Why context matters Examples of choice contexts that can help engage consumers
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Shaller Consulting Group
September 20, 2011
Why don’t people pay more attention to the public reports out there today?
Why does context matter?
Elective use of services such as joint replacements, cosmetic surgery, and maternity care
Key strategies: consumers
Ad content and placement
Substantial increase in web traffic
Match medium/message to audience
Target diverse segments
Continuous monitoringCalHospitalCompare Maternity Site:Online Marketing Campaign
Moving to a new area, changing jobs, changing to a health plan with a different network, etc.
A large and growing segment of the U.S. population: half of all adults have at least one chronic illness
Almost 8% of Americans report switching doctors each year in response to some problem
“Meeting Consumers Halfway: Context-Driven Strategies for Engaging Consumers to Use Public Reports on Health Care Providers”
Dale Shaller, MPA
David Kanouse, PhD, RAND
Mark Schlesinger, PhD, Yale
Paper Commissioned for AHRQ Summit on Public Reporting
March 23, 2011