Shaping the Multi-Generational Health Experience

Shaping the Multi-Generational Health Experience

Richmond ISCEBS Conference

June 22, 2017

2 Aon | Strategic Advisory | Communications

Proprietary & Confidential | June 22, 2017

Boomers 51-69 YO

Gen Xers 37-50 YO

Millennials 19-36 YO

A NEW GENERATIONAL MAJORITY IS EMERGING

53.5M 52.7M

44.6M

Source: Pew Research Center tabulations of monthly 1995-2015 Current Population Surveys, Integrated Public Use Microdata Series(IPUMS)



GENERATIONAL IMPORTANCE OF REWARDS

Boomers Gen Xers

Millennials

Base Pay

Workplace Flexibility

Medical/Prescription Coverage

85% 77% 63%

32% 34% 45%

71% 63% 49%

Source: 2016 Workforce Mindset Study

Work/life & Wellbeing Programs 20% 24% 40%

PTO Programs 54% 56% 54%



11%

23

–2

9

30

–3

9

24%

27%

40

–4

9

27%

50

–5

9

11%

60

–6

5

2,503 Consumers

G E N E R A T I O N S A G E S

F R E Q U E N C Y P A R T N E R S

T H E C O N S U M E R H E A LT H M I N D S E T S T U D Y

7

A N N U A L

TH

C O N S U M E R S

Source: 2017 Consumer Health Mindset™ Survey: Aon Hewitt, the National Business Group on Health, and Kantar Futures

Boomers 33%

Millennials 31%

Gen Xers 36%

Millennials

Emerging Millennials 10%

Established Millennials 21%



S T U D Y Q U E S T I O N S

WHAT

WORKS?

Personalization

Relevance Guidance

Incentives

Resources

Discouragement

Life

Time

Money

Family

Millennials

Men

Boomers

Women

Patients

WHO’S

UNIQUE?

WHAT

S IDETRACKS?


6

Source: 2017 Consumer Health Mindset ® Survey: Aon Hewitt, the National Business Group on Health, and Kantar Futures

Aon | Strategic Advisory | Communications


2

S A V V Y

C O N S U M E R I S M

I S S T I L L A

C H A L L E N G E

1

W E L L B E I N G

I S H A V I N G

A B I G G E R

I M P A C T

5

M U L T I -

C H A N N E L

E X P E R I E N C E

I S V I T A L

4

M E N T A L

H E A L T H

I S I N T H E

S H A D O W S

3

F R U S T R A T I O N

A N D

C O N F U S I O N

P L A G U E

P A T I E N T S

TOP INSIGHTS 5



WELLBEING IS HAVING A BIGGER IMPACT I N S I G H T

1

8




W E L L B E I N G I S H AV I N G A B I G G E R I M PA C T –

CONSUMER REALITIES

46% Concerned that unhealthy habits

will soon catch up with them 4x

More likely to be

engaged at work if in a

strong health culture 54% Say they do all they

can to be healthy

A L L W E L L B E I N G

D I M E N S I O N S A R E U P

I M P O R T A N C E I S D O W N

Diet

65% | 58% Exercise

59% | 53%

B U T

W H I L E

9





GENERATIONAL NUANCES

Concerned that their unhealthy

habits will soon catch up with them

Of those in other

generations

V S .

view social wellbeing

as important

V S .

54% Millennials

42%

53% Millennials

Of those in other

generations

43%


Proprietary & Confidential | June 22, 2017 10 Aon Hewitt | Consumer Experience

Consumer Health Mindset™ Study 2017 | Proprietary & Confidential


“ C O N S I D E R M Y O V E R A L L W E L L B E I N G

A N D B U I L D A N E N V I R O N M E N T T H AT

H O L I S T I C A L LY S U P P O RT S I T. ”


ADVICE OVERALL








“ M A K E S U R E T H E R E ’ S

A S O C I A L C O M P O N E N T. ”


ADVICE FROM MILLENNIALS







ACTION

Brand and market

wellbeing within

total rewards

Refresh efforts related

to diet and exercise

Build a strong health

culture focused on

“business decisions”

and “recognition”

Provide high-impact

decision-making tools,

personalized reporting,

and clear direction

AON




SAVVY CONSUMERISM IS STILL A CHALLENGE I N S I G H T

2

14




S AV V Y C O N S U M E R I S M I S S T I L L A C H A L L E N G E –

CONSUMER REALITIES

77% Of consumers

have regretted a

health care decision!

1 IN 5 Say high costs have led

them to decline other

coverage, stop taking meds,

or avoid care

ONLY 40% Know where to go to figure

out what a health service

they need or want will cost

D O W N 7 P O I N T S

15




60% Millennials

49% Those in other generations

V S .



38% Emerging Millennials

22% Boomers

V S .

Say healthy living requires

too much investment Seek an online view of health usage





“ U P Y O U R G A M E , B E C A U S E I T ’ S A S H A R D

A S E V E R TO S TAY H E A LT H Y A N D B E C O N F I D E N T

I N M Y H E A LT H C A R E D E C I S I O N S . ”


ADVICE OVERALL








“ K N O W T H AT I M AY H AV E H E A D K N O W L E D G E

A B O U T M Y H E A LT H , B U T I ’ M N O T N E C E S S A R I LY

A C T I N G O N I T C O N S I S T E N T LY. ”






18





ACTION

Go back to basics with

health care and insurance

terms and tools

Develop mobile contact

cards and related “grab

and go” content

for health appointments

Hyper-personalize based

on demographics, health

care use, and more

Offer “how to” sessions on

comparison tools, finding

providers, and EOBs

AON ACTIVE

HEALTH

EXCHANGE

19




NAVIGATING HEALTH IN REAL L IFE



FRUSTRATION AND CONFUSION

PLAGUE PATIENTS I N S I G H T

3

21




F R U S T R AT I O N A N D C O N F U S I O N P L A G U E PAT I E N T S –


44% of Emerging Millennials

give up and hope

for the best…

But so do 32% of all consumers*

41% Millennials

37% Gen Xers

28% Boomers

“I have stopped trying

to figure out what I should

pay for medical services

and just pay the bill

when it comes.” *

* Among higher health care users * Among higher health care users

22






Welcome service to help

review EOBs & make health

care appeals


75% All Consumers

V S .

I N T E R N E T S E A R C H

S E E K I N G G U I D A N C E

& I N F O R M A T I O N

F A M I L Y O R F R I E N D S

75% Emerging

Millennials

37% Boomers

72% Emerging

Millennials

32% Boomers

* Among higher health care users




“ C O A C H M E I N U S I N G T H E H E A LT H S Y S T E M ,

B E C A U S E I D O N ’ T H AV E T I M E TO B E

A N E N G A G E D PAT I E N T. ”


ADVICE OVERALL






“ U S E R E A L H U M A N S TO H E L P M E B E C A U S E I ’ M

L O O K I N G F O R H E L P &

I WA N T I T TO B E P E R S O N A L . ”


ADVICE FROM EMERGING MILLENNIALS



25





ACTION

Build a creative strategy to

simplify the health navigation

process with connections

and tech

Aggressively

promote “high touch”

advocacy programs,

concierge services, and more

Provide super-simple

steps to shorten the road to

success with the health

care system

Rearrange core wellbeing

website around what matters

most to consumers

RELX



MENTAL HEALTH IS IN THE SHADOWS I N S I G H T

4

27




M E N TA L H E A LT H I S I N T H E S H A D O W S –

CONSUMER REALITIES

TOP 3 most helpful

resources from employer:

① 1-on-1 assistance

② Appointment flexibility

③ Expanded provider network

54% Report high stress

37% Report stress increase over past year

S T R E S S I S O N T H E R I S E 1 IN 5 Sought mental health

counseling or related

services in the past year

74% Had 1+ obstacles

in getting treatment

U P 5 P O I N T S

U P 4 P O I N T S

28






Cite social, technological,

economic or political changes

as stressors

31% Millennials

23% Those in other generations

V S .

64%

51%

51%

40%

S t r e s s /

R e s i l i e n c e

T r a i n i n g

M e d i t a t i o n /

M i n d f u l n e s s

C l a s s e s

51%

41%

E m o t i o n a l

H e a l t h Ap p s

47%

36%

M e n t a l H e a l t h

Aw a r e n e s s

C a m p a i g n

Emerging Established

Emerging Millennials

Nearly

2X More likely than

Gen Xers & Boomers

Want communication on

what’s available*

Millennials

* Among those who sought counseling in past year



“ R E D U C E T H E S O C I A L S T I G M A A R O U N D

M E N TA L A N D E M O T I O N A L H E A LT H

S O I ’ M M O R E O P E N TO S E E K I N G H E L P. ”


ADVICE OVERALL






“ A C K N O W L E D G E T H AT W H AT ’ S G O I N G O N I N T H E

W O R L D I S TA K I N G M O R E O F A TO L L O N M E , B U T

I ’ M A L S O M O R E O P E N TO G E T T I N G H E L P. ”






31




M E N TAL H E ALT H I S I N T H E S H AD O W S

– ACTION WITH EMOTIONAL HEALTH

Create an emotional fitness

strategy to reduce stigma and

address stressful,

top-of-mind issues

Evaluate work environment to

assess emotional health &

elevate the conversation

among employees

Train leaders and managers

to spot the subtle warning

signs of a struggling

employee

Promote on-site classes

where employees can learn

coping skills to stay

emotionally fit

BAYLOR

UNIVERSITY

32




MENTAL ILLNESS IN REAL L IFE



MULTI-CHANNEL EXPERIENCE IS VITAL I N S I G H T

5

34




M U LT I - C H A N N E L E X P E R I E N C E I S V I TA L –

CONSUMER REALITIES

“ I N - T H E - M O M E N T

I N F O R M A T I O N ” ( I M I )

Most Likely to Opt In

68% Managers

& Supervisors

61% Other Employee

Groups

76% High Health

Care Users

49% Low Health

Care Users

VS. N O T A S M U C H

64% Personal Email

44% Text Message

P R E F E R R E D I M I

C H A N N E L S

20% Work Email

11% Mobile Phone

13% Postal Mail

6% Land Line

VS.

Social media, app,

and wearable use

UP 10 PTS.

IN 3 YEARS ( O N A V E R A G E )

35






73% Boomers

Care about the IMI source but only


“ I N - T H E - M O M E N T

I N F O R M AT I O N ” ( I M I )

Most Likely to Opt In

72% Millennials

53% Boomers

VS.




“ C A P T U R E M Y AT T E N T I O N , A N D P R O M P T M E

TO A C T T H R O U G H A N A R R AY

O F C O M M U N I C AT I O N C H A N N E L S . ”


ADVICE OVERALL






“ F I N D A N Y WAY Y O U C A N TO G I V E M E

‘ I N T H E M O M E N T ’ I N F O R M AT I O N . ”





38





ACTION

Personalize IMI and make it

timely to guide consumers

Allow employees to control

and customize IMI to their

personal needs

Provide IMI via trusted

sources—like medical

professionals and

wellness providers

Deliver IMI through consumers’

preferred sources: personal

emails and texts

TARGET

39




TURNING STRUGGLE INTO SAVVY

aon.com/consumerhealthmindset2017

S A V V Y

C O N S U M E R I S M

I S S T I L L A

C H A L L E N G E

W E L L B E I N G

I S H A V I N G

A B I G G E R

I M P A C T

M U L T I -

C H A N N E L

E X P E R I E N C E

I S V I T A L

M E N T A L

H E A L T H

I S I N T H E

S H A D O W S

F R U S T R A T I O N

A N D

C O N F U S I O N

P L A G U E

P A T I E N T S



Time to Shape the Multi-Generational Health Experience!

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Shaping the Multi-Generational Health Experience

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