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All information contained herein is confidential and/or proprietary information of LoyaltyOne, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.
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Peter Meyers
wellQ LoyaltyOneTMInc.
[email protected]
wellQ • • • • > motivating good health
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All information contained herein is confidential and/or proprietary information of LoyaltyOne, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.
• Why are patients disengaged?
• What does it take to re-engage patients and
motivate healthy choices?
• How can analysis, tools and integrated program
elements drive margin for pharmacy retail?
Using Rewards and Reminders for Healthy Lifestyles,
and Margins
All information contained herein is confidential and/or proprietary information of LoyaltyOne, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.
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Successful health extension of loyalty
With Safeway, initiative drove 172% increase in
purchase of Health Check products and 13%
increase in purchase of produce. 5% response
rate for risk assessment completions; in 3 days
initiative drove more participation than all other
marketing efforts drove over the past 2 ½ years
Hit target of 43,000 sign-ups in 48 hours, 80%
reduction in cost per lead
78% chose AM as an incentive to quit smoking vs
a more expensive alternative
Doubled sign-ups to the study within first month
All information contained herein is confidential and/or proprietary information of LoyaltyOne, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.
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Patients are disengaged
• Many are off track
– Forget their meds
– Customize their Rx
– Little support
• The few that are on track,
sign-up and engage
All information contained herein is confidential and/or proprietary information of LoyaltyOne, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.
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The Engagement Gap Costs Us All
• Rising costs
• Little interaction at the pharmacy
• Loss of trips, renewals, cross-shop
All information contained herein is confidential and/or proprietary information of LoyaltyOne, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.
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Clever Strategies are Pointless
Where Do Well Known Health Strategies Fail?
• Provide tools & support to drive self-efficacy
• Educate patient about disease and medications
• Help the patient to develop a list of goals
• Plan for regular follow-up
… these all depend on an engaged patient
Source: Optimizing Adherence to Pharmaceutical Care Plans ; G Nichols-English, S Poirier; J Am Pharm Assoc 40(4):475-485, 2000.
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All information contained herein is confidential and/or proprietary information of LoyaltyOne, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.
Loyalty Health Framework
Millions of Americans are stuck in a rut
They want to live better lives
They have the tools, they have ability…
What’s missing?
Inspiration
Information
Motivation
Reinforcement
All information contained herein is confidential and/or proprietary information of LoyaltyOne, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.
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Triggers of Behavior Change
Behavioral
Targeting &
Relevant Content
The trusted
partner: The
Pharmacist
Technology:
Convenient & timelymobile, web
PLATFORM TO BUIILD ADHERENCE/LOYALTY
Inspiration
Information
Motivation
Reinforcement
All information contained herein is confidential and/or proprietary information of LoyaltyOne, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.
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Case Study – wellQ Dose Reminders
• Applied Loyalty Framework in Health
• One year pilot
• APhA as development partner
Profile
Invite
Daily Txt
Support
Profile
Web
All information contained herein is confidential and/or proprietary information of LoyaltyOne, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.
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Three-dimensional success story
❶ Adherence - 13.6%
increase
❷ Incremental gains from all
patients
❸ Satisfaction with pharmacist moved 57% to 79%!
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All information contained herein is confidential and/or proprietary information of LoyaltyOne, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.
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Retail pharmacy platform
• Across chronic conditions
• Automated information and motivation
• Patient education, adherence and loyalty
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All information contained herein is confidential and/or proprietary information of LoyaltyOne, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.
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Integrate communication to reinforce
InStore
E-Mail
Patient
Web
Site
Mobile
Device
All information contained herein is confidential and/or proprietary information of LoyaltyOne, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.
Building a Tactical Response Plan
Simple, popular, interactive
1. Content (41%)
2. Offers (33%)
3. Mini-Polls, Web Tools (10%)
All information contained herein is confidential and/or proprietary information of LoyaltyOne, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.
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Integrated Tactics Work
Patients engaging in all elements of program
•
Rate of sign-up and consent
•
Beat industry average
•
Meet industry average
•
Drive pharmacy service sign-up
All information contained herein is confidential and/or proprietary information of LoyaltyOne, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.
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Program mix driving change in attitudes
Focus: Significant Improvement across key measures
20% to
25%
boost
on
loyalty
All information contained herein is confidential and/or proprietary information of LoyaltyOne, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.
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Use data to inspire action
Understand the barriers to front store visits
Launching offers that directly target additional trips
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All information contained herein is confidential and/or proprietary information of LoyaltyOne, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.
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When I get my prescriptions filled ….
Leave and
come back
17%
51%
31%
Call ahead
Stay in the
store
Source – LoyaltyOne Research; grocery customers who frequent the pharmacy
All information contained herein is confidential and/or proprietary information of LoyaltyOne, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.
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Stay in store & wait (31%)
Do not
call
ahead stay in
the…
Did they purchase
additional items (on
the same trip)?
(n=209)
Types of items purchased
Type of grocery trip
(n=161)
Planned vs. spontaneous
(n=148)
Base = P3M grocery store pharmacy shoppers who went in person to drop
off their prescription and waited in the store
% frequency of mentions
All information contained herein is confidential and/or proprietary information of LoyaltyOne, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.
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Call ahead (51%)
Did they purchase
additional items (on
the same trip)?
(n=336)
Types of items
Type of grocery trip
(n=243)
Planned vs.
spontaneous purchase
When purchased (n=243)
(n=209)
Base = P3M grocery store pharmacy shoppers who called ahead to pick up
their prescriptions
% frequency of mentions
Source - Q8b1, Q8b2,
Q8b3, contained
Q8b4, Q8b5,
All information
herein is Q8b6
confidential and/or proprietary information of LoyaltyOne, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.
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Leave and come back (17%)
Did they purchase
additional items (on
their return)? (n=119)
Types of items
Type of grocery trip
(n=74)
Planned vs.
spontaneous purchase
When purchased (n=74)
(n=68)
Base = P3M grocery store pharmacy shoppers who went in person to
drop off their prescription and came back for pick up
% frequency of mentions
Source – Q8e1, Q8e2,
Q8e3, contained
Q8e4, Q8e5,
All information
herein is Q8e6
confidential and/or proprietary information of LoyaltyOne, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.
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In market to shape new behavior
All information contained herein is confidential and/or proprietary information of LoyaltyOne, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.
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Summary
• Leverage the Loyalty Framework in Health:
– Inspiration, Motivation, Information, Reinforcement
• Simple, Popular, Interactive elements
– Content
– Offers
– Mini-polls, Web tools
• Analyze available data for opportunity
All information contained herein is confidential and/or proprietary information of LoyaltyOne, Inc. and any unauthorized use and/or any disclosure is strictly prohibited.
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