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Understanding consumer attitudes, barriers, and word-strings around advanced care
Eliza Corporation
June 2013
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OPPORTUNITIES AND CHALLENGES Who’s having advanced care conversations? How can we further engage them?
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The good news
68.3%
29.3%
2.3%
Have you ever had conversations about end-of-life wishes – either yours or someone’s you care about?
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The not-so-great news …
28.2%
55.6%
16.2%
If yes, did you complete any documentation about this conversation?
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Now if we could only find it
34.7%
65.2%
If you did document your preferences, is it stored somewhere that would be easy for a loved one or medical staff to quickly find?
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Opportunity knocks
43.6%
32%
24.3%
Do you wish there were a tool, like a conversation starter, that would make/would’ve made that conversation easier?
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People will engage with their health plan on this topic
24.3%
18.9%
13.9%
11.6%18.5%
5.8%7.9%
If your health insurer offered resources to help you think through and document your wishes, how likely would you be to use these kinds of resources?
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And it’s the government’s responsibility
6.1%1.5%2.7%
8.1%
15.4%10.8%
55.2%
How important do you think it is for the government to make sure all active duty military members have their end-of-life wishes documented so that in the case of a medical emergency or serious illness they get the care they want?
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Key considerations Targeting
o Health plan members
o Active duty military
Messagingo Record your preferences now – not when you’re sick
o Make sure others can find and honor your preferences
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WORD-STRINGS AND TERMINOLOGY What words do people use to describe advanced care planning?
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We asked for terms to describe roles: o “Loved ones who care for them at the end of their lives” – we expected CAREGIVER and
heard…
o “Person they designate to make healthcare decisions on their behalf” – we expected PROXY and heard…
Confusing, inconsistent terminology
Don't know Family Caregiver Caretaker Power of Attorney
% R
espo
nses
% R
espo
nses
48%
24% 21%
4% 3%
32% 30%
15% 11% 10%2%
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“Do you know what these terms mean?”
Depending on who you talk to
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“I’m concerned about final expenses”
“the way that the doctors worded it gave my father a lot
of false hope”
“different departments need to make sure that they are all
giving us the same message”
“have a regular conversation – not just for the patient but for the patient’s family as well”
“the doctor listened and wrote down all her wishes”
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Key considerations Targeting
o The caregiving experience
o Families and spiritual advisors
Messaging o Start simple, and define terms as you go along
o Acknowledge the tradeoffs — Being at peace ranks high for many key segments — Independence is a key theme for men, while comfort wins among women
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CAREGIVERS AND HEALTH DATA Connecting caregivers with the information they need
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Caregivers are eager to access online health data
60% of caregivers say it is important to their choice of health insurance to be offered easy access to PHI
Nearly 70% of caregivers say the ability to access their own PHI without asking their doctor is important
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Caregivers are eager to use online health data
Fewer than half of caregivers (48%) are concerned about the safety and privacy of the information in their online personal health record; nearly one-quarter say they are not concerned
Caregivers are more apt to take action on health information found online without speaking with a doctor
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Caregivers are more apt to be early adopters of technology
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Caregivers are more apt to access online and offline health records
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Key considerations Targeting
o Caregivers
o Early adopters
Messagingo Empower yourself to understand and honor loved ones’ values
o Empower your family to understand and honor your values
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QUESTIONS? LET ME ASK THE EXPERTS BACK HOME.