Understand what consumers value most when managing their health and how much additional responsibility they’re willing to take on to reduce the cost of their healthcare.
2. Contents
• Study Introduction
• Major trends in healthcare we focused on
• What consumers told us: Survey results & insights
• What it means (payers/providers)
- Get smarter about consumers
- Offer next-gen services
• What it means (new entrants)
- Alternative care providers
- Wearable manufacturers
• Segmentation overview
• Comparing the plan groups
• Meet your plan members
- Private/Single
- Private/Family
- Medicare Advantage
- Exchange
• Appendix: Segment profiles
2Personal Health Management
3. Survey Method
Introduction
Understand what consumers value most when managing their health and how much
additional responsibility they’re willing to take on to reduce the cost of their healthcare
Study
Objective
4 Consumer
Groups Surveyed
~2300 people
Private Insurance
(Single People)
~690 respondents
Private Insurance
(Families)
~640 respondents
Medicare
Advantage
~560 respondents
Health Insurance
Exchange
~410 respondents
A B C D
Survey Section 1 (Standard)
Captured respondent’s demographic profile, health
behavioral tendencies, & current healthcare satisfaction
levels
Survey Section 2 (Conjoint)
Trade-off exercise to determine what features respondent’s
most value in their healthcare coverage, what those features
would cost
Understand the
Industry
Survey Healthcare
Consumers
Identify Experience
Improvements
Customer
Segmentation
Identify the major trends
currently shaping healthcare
Determine how these trends
are influencing consumer
approaches to healthcare
Using survey data,
recommend how to improve
the health CX & how new
entrants can be more
disruptive
1
Analyze each of the plan
groups to identify unique
customer segments
2 3 4
Analysis Framework
3Personal Health Management
4. ConsumerBehaviors
Care as commodity: A new generation of value-conscious consumers are treating healthcare like
any other purchase – seeking out the “best deal” w/ little loyalty to specific brands/providers
More empowered health consumers: They track their vitals, research symptoms online, and
self-diagnose rather than rely solely on providers to diagnose and treat illnesses
Higher share of cost burden: Healthcare is getting more expensive and consumers are paying
for more of it – changing healthcare from a given to a cost/benefit analysis for many consumers
Technology
Alternative care services from non-traditional players: Telemedicine start-ups, retail clinics,
at-home medical kits, etc. – consumers have more options than ever to handle their care
Proliferation of health-tracking technology: The exploding wearables industry is allowing
consumers to analyze their health with a level of precision traditionally reserved for doctors, and is
changing the definition/capabilities of Remote Patient Monitoring (RPM)
IndustryChange
The ACA: Millions of first-time customers are now buying insurance, creating an opportunity for
established payers/providers to grow their customer base, but also for non-traditional companies to
disrupt the industry by offering innovative services at compelling price points
Increased demand for primary care: As more new doctors choose specializations over general
medicine, the demand on PCPs’ time has never been higher, forcing states to expand PCP laws to
include RNs & Pharmacists who can now diagnose illnesses & prescribe treatments
Major trends in healthcare we focused on
1. Understand the Industry
4Personal Health Management
5. What consumers told us: Survey results & insights
Consumer health intelligence is rapidly increasing, and the traditional notion
of passive, qualitative “wellness” is being replaced by a proactive/quantitative
approach we call “Personal Health Management” (PHM), with data-
enabled consumers taking more responsibility in their healthcare.
83% weight
What do you track monthly?
55%
24% steps
blood
pressure
55%
caloric
intake
30%
sleep
patterns
Consumers like the people/institutions involved with their healthcare, but they’re unimpressed by the
advice they receive and the overall experience. Plus, brands get little credit for great care, but
most of the blame when it’s poor.
80%
69%
72%
75%
75%
59%
74%
41%
Primary Doctor
Specialists
Pharmacists
Drug Efficacy
Pharmacies
Hospitals
Insurance
Advice Received
Consumer Satisfaction w/ Healthcare
• Multiple key health statistics are now regularly monitored by consumers
• 3 in 5 push themselves with challenging health goals, and half (46%) frequently reach those goals
• Personal satisfaction (89%), being able to quantitatively track their progress (71%), and validation
from their doctor that they’re on the right track (69%) – these are what consumers value most
when trying to reach a health goal
KeyStatsKeyStats
• Nearly half (45%) have never had a great healthcare experience
• Positive experiences are overwhelmingly credited to the person who
administered care (63%), while poor experiences are blamed on the
institution – either the company itself (44%) or the fees charged (38%)
• Only 2 in 5 are satisfied with the actual medical advice they receive
Passive is out – proactive is in
Customer satisfaction is fragile and brands get blamed
2. Survey Healthcare Consumers
Impacting Trends:
Impacting Trends:
1
2
5
6. What consumers told us: Survey results & insights
Most consumers are cost-conscious when it comes to care (56%).
However, a sizable portion of the population is willing to pay
for the highest quality care they can get (38%).
When asked to create their ideal healthcare plan, consumers agreed on
the most important feature: being able to see a doctor within 24
hours of getting sick. However, they also showed a willingness to
take on more risk/responsibility in managing their health in
exchange for a lower premium (~5% average savings per consumer)
What they want…
See a doctor in 24 hrs
Get care in a doc office
from reputed health co.
Pick any doctor I want
Receive health advice
only when requested
What they don’t want…
Retail brands/facilities
replacing docs/hospitals
Limits on which docs
they can pick for care
Unsolicited health
alerts/warnings from
doc
Trend Watch: Care Apathy
9% of consumers don’t engage in preventative care, and 7% of
Exchange consumers avoid care altogether because of the costs
involved. As the cost of healthcare becomes increasingly prohibitive,
the care-apathetic population is likely to grow quickly.
KeyStat
• People are willing to accept more invasive diagnostic testing and virtual consultations
for follow-up appointments & prescription refill requests (in place of in-person visits)
in exchange for a discount on their insurance premium
KeyStat
• Consumers fall into two camps when handling a health issue: most go straight to their
doctor (48%), but nearly a third (32%) research their symptoms online first before
seeking medical care
Consumers agree on what they can/can’t accept in healthcare…
…but are split on how to approach it
2. Survey Healthcare Consumers
Impacting Trends:
Impacting Trends:
3
4
6
7. What consumers told us: Survey results & insights
Less than 10% of consumers surveyed own a wearable, but of those who don’t, 1 in 5 have
considered buying one, drawn to their fitness and overall self-improvement features. In
addition, while 84% of those interested would prefer a value-focused, sub-$100 model, 15% would
be willing to pay $200 for a more stylish model with advanced features.
Alternative care customers love the experience (most popular type: walk-in clinics), but more than
half the country (53%) has never used one. Awareness is the primary culprit as only 1 in 5
customers learn about alt care from marketing - word-of-mouth (40%) and online research (28%) were
by far the most commonly cited sources.
How many feel alternative care is the same or better than typical doctors/hospitals in these categories?
94%
Proximity
91%
Cust
Service
89%
Convenienc
e
82%
Cost
81%
Aesthetic
s
88%
Quality
Trend Watch: Digitally Savvy Public
83% of consumers say they have some comfort with mobile
technology, 74% are online multiple times a day, and a majority
consider themselves active mobile users (52%). Across all
demographics, public digital intelligence continues to rise.
Wearables & Alternative Care: Just outside the mainstream
2. Survey Healthcare Consumers
Impacting Trends:5
Alternative Care Services
Wearables
7Personal Health Management
8. Make their life easier
What it means (payers/providers): Get smarter about consumers
Learn from retail
Payers/Providers looking to create the next-
generation patient experience need look no further
than their local walk-in clinic for best practices on
how to engage and simplify life for customers
What
Although retail clinics have not yet gone
mainstream, consumers who’ve used them rave
about their value, quality, aesthetics, service, and
convenience
Why
Streamlined paperwork
Transparent costing
Upscale design/fixtures
Responsive cust service
Strong brand partners
How
B
Consumer satisfaction in healthcare is fickle and
doesn’t translate into loyalty towards a brand – so
focus less on winning loyalty and more on having
world-class tools and customer service
Consumers give little credit to healthcare
institutions for good experiences, but most of the
blame for bad ones. One poor interaction can ruin
their perception of an entire brand.
Care about each customer
Move away from a one-size-fits-all approach to care
and use our segment insights to identify the specific
needs of your individual customers
While some consumer segments have similar
healthcare preferences, the underlying motivations,
priorities, and decision-making rationale that
inform those preferences are often very different
What
Why
How
What
Why
How
A
C
3. Identify Experience Improvements
Related Findings
Related Findings
Provide tools for PHM
Automate common tasks
Simple issue resolution
Identify your segments
Understand priorities
Create relevant services
Tailor offers/marketing
Related Findings
8
9. Self-service: And not Or
What it means (payers/providers): Offer next-gen services
RPM 2.0
Leverage rise of PHM and increasing capabilities of
wearables to incorporate voluntary remote health
monitoring into treatment/wellness programs; let
early adopters drive mainstream adoption
What
More frequently engage patients, proactively
identify/manage issues before they become
chronic, more accurately track treatment
adherence, and create a more educated/informed
consumer base
Why
How
E
Consumers are NOT ready to accept a fully
automated/self-service driven care model even if it
saves them money; instead, offer self-service tools
as supplement to existing care options
Consumers want peace of mind of being able to
reach a person/doctor when needed, likely because
of the devastating potential consequences of poorly
administered care
What
Why
How
D
3. Identify Experience Improvements
Give consumers choiceF
Give consumers more customization options when
picking an insurance plan, specifically the ability to
decrease their coverage levels in exchange for a
discount
Consumers show a willingness to take on more
risk/responsibility in healthcare and lead a
healthier lifestyle in exchange for a premium
discount, when given the chance
What
Why
How
Insight on tracked data
Voluntary opt-in/out
Target PHM evangelists
Incentivize milestones
Subsidize devices
Related Findings
Related Findings
Related Findings
Automate basic tasks
Incentivize tools
Maintain human services
Prepare for new entrants
Diversify plan options
Create discount tiers
Enable plan customization
Promote cost savings
9
10. What it means (new entrants): Alternative care providers
Get the message right
Educate the public
Alternative care providers have a chance to become
the solution of choice for basic illnesses for a large
portion of the population if they can increase their
visibility in the market
What
Alternative care providers enjoy stellar reviews
from those who’ve used their services; however,
most consumers simply don’t know that these
services exist or what solutions they offer
Why
How
B
A value prop of doctor-quality service with retail-
quality convenience/value/support would prove
compelling to a large segment of the population,
especially those w/out chronic issues
Americans value speed & quality most in
healthcare, while things like location and brand
take on lesser importance (except for those on
Medicare Advantage)
Go beyond primary care
There are large potential customer bases for non-
industry players offering services that supplement
traditional care
Strong public interest in non-care health services:
tools to analyze personal health data, track progress
against health goals, share status with
friends/family, earn incentives for reaching
What
Why
How
What
Why
How
A
C
Related Findings:
3. Identify Experience Improvements
Improve marketing
Increase local presence
Tailor offers to segments
Partner w/ payers
Articulate value prop
Related Findings
Related Findings
Related Findings
Tout credentials of docs
Co-brand w/ health co’s
Emphasize cost savings
Address quality concerns
Remote health analysis
Progress tracking
Data sharing
Incentivize milestones
Integration w/ clinics
10
11. Price it right
What it means (new entrants): Wearable manufacturers
Look beyond Millennials
Wearables have the potential to be very attractive to
Gen X’ers and Baby Boomers if they are positioned
as essential personal health management tools –
align device marketing w/ priorities of generation
What
Many older consumers are digitally savvy, prioritize
managing their health, and regularly monitor
health stats like weight, steps taken, caloric intake
since they are at increased risk for chronic issues
Why
How
F
Offer budget devices at a sub-$100 price point t0
appeal to most consumers, but also higher-end
models w/ advanced features to appeal to early
adopters – they will drive mainstream adoption
Nearly a fifth of the country is interested in a
Wearable - 85% want a sub-$100 model, 15% want
an advanced model and are willing to pay for it
($200)
What
Why
How
E
3. Identify Experience Improvements
Millennials: Gamification
Gen X: Health Mgmt
Boomers: Disease Mgmt
Related Findings
Lower barrier to entry
Partner w/ payers
Integrate w/ treatment
Expand product line
Related Findings
11Personal Health Management
12. Segmentation overview
The four targeted plan
groups were compared
against each other to
identify group-specific
trends
Private Insurance
(Single People)
~690 respondents
A
Private Insurance
(Families)
~640 respondents
B
Medicare
Advantage
~560 respondents
C
Health Insurance
Exchange
~410 respondents
D
The groups were then
analyzed individually to
identify specific
customer segments
4 segments 5 segments 4 segments 4 segments
1
2
4. Customer Segmentation
3
For each segment, we determined how they currently
manage their health, what they value most in
healthcare, where they’re willing to take on more risk,
and what customer experience features would most
resonate with them
(See Segment Scorecards in Appendix section)
Example of Segment Scorecard
Demographic Profile
Key Statistics
Behavioral Tendencies
“How to reach them”“Willingness to Save”
12
13. 13
Comparing the plan groups
53
47
69
57
Median Age Likely Income
$25-$50K
$100K
$50-$75K
<$50K
While many of the groups had similar characteristics, subtle differences in demographic
profiles and healthcare management approaches emerged when the groups were compared…
4. Customer Segmentation
Chronic Illness Sufferers
46% 42% 61% 43%
Who are they?
How do they behave?
Likely Satisfaction w/ Current Care
Somewhat Satisfied
Ambivalent
Indifferent
Very Satisfied
Healthcare Approach
Cost
Conscious
Quality
Seeking
60%
52%
52%
63%
29%
44%
43%
33%
Private/Single
Private/Family
Medicare Advantage
Exchange
Own or Considering Wearable
31% 32%
21% 25%
13
14. Meet your plan
Members
Private/Single
Fitness-focused
Fey
Wary Walter
Trusting Terri Preoccupied
Paulo
27% 25% 24% 23%
Fitness-focused Fay Wary Walter Trusting Terri Preoccupied Paulo
Who are they?
• Age: 18-34 (Mil)
• Ethnicity: Black
• Education: Grad
Degree
• Makes: $50-$100K
• Lives In: Major
Metro/South
• Health: Healthy
• Gender: Female
• Age: 55+ (Boomer)
• Ethnicity: White
• Education: HS
Diploma
• Makes: $25-$50K
• Lives In: Rural
town
• Health: Chronic
Illness
• Gender: Male
• Age: Neutral
• Ethnicity: Asian
• Education: Grad
Degree
• Makes: $75-$150K
• Lives In:
Suburbs/West Coast
• Health: Healthy
• Gender: Neutral
• Age: 45-54 (X)
• Ethnicity: Hispanic
• Education: College
Degree
• Makes: $0-$50K
• Lives In: Midwest
• Health: Healthy
• Gender: Male
How do they behave?
Healthy & cost-
conscious
• Diligently tracks
health stats
• Digitally savvy &
uses wearable
• Enjoys current
healthcare
• Disappointed with
clinics
• Sets ambitious
fitness goals
• Wants cheapest care
possible
• Prefers to self-treat
health issues
Focused on
managing illness
• Tracks his vitals
periodically
• Uses web but not
mobile savvy
• Satisfied with
current care
• Clinics not suited for
his illness
• Sets reasonable
fitness goals
• Wants best care to
avoid issues
• Trusts and consults
doc always
Healthiness =
Happiness
• Monitors health
carefully
• Strongly considered
wearable
• Highly pleased w/
healthcare
• Not impressed w/
clinics
• Highly motivated to
reach goals
• Wants best care
insurance offers
Healthy but at risk
• Doesn’t monitor
health
• Doesn’t like current
healthcare
• Dissatisfied w/
insurance
• Uses clinics now for
most issues
• Doesn’t set health
goals
• Health/fitness not a
priority
How much less does their preferred plan cost than the base plan?
2.8%
4.4% 4.6%
4.2%
4. Customer Segmentation
14Personal Health Management
15. Meet your plan
Members
Driven Darin Conventional
Carl
Try-it-out
Tori
Savvy Sam
24% 23% 22% 17% 14%
Driven Darin
Conventional
Carl
Try-it-out Tori Savvy Sam Novice Natalie
Who are they?
• Age: 35-54 (X)
• Ethnicity: Asian
• Education:
Grad degree
• Makes: $150K
• Lives In:
Suburbs/South
• Health: Healthy
• Gender: Male
• Age: 55+
(Boomer)
• Ethnicity:
White
• Education:
Grad degree
• Makes: $25-
$50K
• Lives In: Small
town/Midwest
• Health: Chronic
(Easy)
• Gender: Male
• Age: 45-64 (X,
Boomer)
• Ethnicity: Black
• Education: 2 yr
college degree
• Makes: $25-
$75K
• Lives In:
Suburbs/West
Coast
• Health: Healthy
• Gender: Neutral
• Age: 25-34 (Mil)
• Ethnicity:
Asian, Black
• Education:
Neutral
• Makes: $25-
$50K
• Lives In:
Moderate City
• Health: Healthy
• Gender: Neutral
• Age: 18-24 (Mil)
• Ethnicity:
White
• Education:
College Degree
• Makes: <$25K
• Lives In:
Town/Northeast
• Health: Healthy
• Gender: Female
How do they behave?
Willing to pay for
quality
• Tracks health
stats closely
• Digitally savvy &
interested in
wearables
• Generally happy
with current care
• Finds alt care
better than doc
• For goals, key is
encouragement
• Wants best care
possible
• Prefers to lookup
issues online first
Tough & “Old
school”
• Doesn’t track his
vitals regularly
• Not tech savvy
• Extremely happy
with current care
• Very dissatisfied
with alt care
• Hardly ever sets
health goals
• For major issues,
seeks out best
care possible
• But for most
issues, will just
let them pass
Healthy but
apathetic
• Tracks health
sporadically
• Somewhat
digitally savvy
• Unimpressed
with current care
• Very happy w/
alt care services
• Not easily
motivated, sets
easy and
infrequent goals
• Wants cheapest
care possible
• Highly religious
Trend-setter
• Tracks stats that
effect appearance
• Uses wearable to
maintain fitness
• Mildly satisfied
with current care
• Ambivalent
about alt care
• Values “social”
aspects of fitness
– sharing,
incentives,
competition, etc.
• Isn’t sick often,
so approach is
unclear
Stressed student
• Only tracks
calories closely
• Digitally savvy,
uses wearable to
track fitness
• Fairly satisfied
w/ current care,
• Not thrilled w/
alt care services
• Sets easy goals,
values “social”
aspects of fitness
• Cost-conscious
w/ care, will
research illness
online first
How much less does their preferred plan cost than the base plan?
Novice
Natalie 4.2%
5.2%
5.8%
3.6%
4.2%
Private/Family
4. Customer Segmentation
15
16. Meet your plan
Members
Healthy Hogan Disengaged
Dani
Chronic-care
Cam
Spiritual Sai
41% 21% 20% 18%
Healthy Hogan Disengaged Dani Chronic-care Cam Spiritual Sai
Who are they?
• Ethnicity: White
• Education: College
Degree
• Makes: $50-$65K
• Lives In: Moderate
city suburb/Midwest
• Health: Healthy
• Gender: Neutral
• Ethnicity: White
• Education: Some
college (no degree)
• Makes: <$50K
• Lives In: Small
town/Northeast
• Health: Chronic
Illness (easy)
• Gender: Neutral
• Ethnicity: White
• Education: Some
college (no degree)
• Makes: $65-$95K
• Lives In: Moderate
city/South
• Health: Chronic
illness (difficult)
• Gender: Neutral
• Ethnicity: White
• Education: Neutral
• Makes: $95K+
• Lives In: Major
metro/West Coast
• Health: Neutral
• Gender: Neutral
How do they behave?
Low maintenance
• Diligently tracks
many health stats
• Digitally savvy
• Ambivalent about
current care
• Highly impressed by
alt care services
• Sets some goals,
values analyzing
data, encouragement
• Has simple health
needs, prefers to
self-treat issues and
avoid costs
Apathetic chronic
illness sufferer
• Doesn’t monitor
health at all
• Uses web, but not
mobile savvy
• Ambivalent about
current care
• Never used alt care
• Low motivation to
pursue health goals,
picks easy ones
• Wants cheapest care
option available
Focused on disease
• Track health stats to
manage condition
• Digitally savvy, see
value in Wearables
• Highly satisfied with
current care
• Alt care not suited
for their illness
• Health goals tied to
disease, value seeing
data, sharing status
• Cost-conscious with
healthcare, given
complexity of needs
Value quality to
ensure happiness
• Not big on tracking
stats except steps
• Love all aspects of
their current care
• Have no use for alt
care, go straight to
their doc for issues
• Highly religious, see
health as path to
happiness, set goals
accordingly
• Want high quality
care, will pay for it
How much less does their preferred plan cost than the base plan?
Medicare Advantage
8.7%
10.9%
8.2% 8.1%
4. Customer Segmentation
16Personal Health Management
17. Meet your plan
Members
Premium Paul Struggling
Sue
Restarting
Rita
Aspirational
Annie
31% 26% 24% 20%
Premium Paul Struggling Sue Restarting Rita Aspirational Annie
Who are they?
• Age: 55+ (Boomer)
• Ethnicity: White
• Education: Grad
Degree
• Makes: $80K+
• Lives In: Small
town/Northeast
• Health: Healthy
• Gender: Male
• Age: 18-34 (Mil)
• Ethnicity: White
• Education: College
Degree
• Makes: $35-$50K
• Lives In: Neutral
• Health: Chronic
Illness
• Gender: Female
• Age: 45-54 (X)
• Ethnicity: White
• Education:
Technical Degree
• Makes: $0-$50K
• Lives In:
Suburbs/Midwest
• Health: Healthy
• Gender: Female
• Age: 25-34 (Mil)
• Ethnicity: White
• Education: Grad
Degree
• Makes: $50-$100K
• Lives In: Near
moderate city/South
• Health: Healthy
• Gender: Female
How do they behave?
Successful in life,
wants the best
• Retired but not yet
eligible for Medicare
• Actively tracks
health stats
• Digitally savvy
• Paid for premium
coverage, loves his
current care
• No need for alt care
• Fitness-focused,
self-motivated
• Goes straight to his
doctor for any issues
Focused on
managing illness
• Tracks certain vitals
to manage condition
• Mobile user, has
considered wearable
• Satisfied with care
received, but dislikes
insurance
• Disappointed by alt
care services
• Sticks to easy health
goals due to illness
• Values sharing,
encouragement
Many competing
life priorities
• No time/energy to
track health stats
• No interest in
wearables
• Unimpressed by
current care, dislikes
insurance
• Never tried alt care
• Cash-strapped, so
will deal w/ most
health issues herself
• If care is needed,
wants cost-effective
option
Wants to improve
• Actively tracks
health stats
• Mobile power user,
very interested in
wearables
• Ambivalent about
current care
• Impressed w/ alt
care services
• Struggles to meet
health goals, values
encouragement
• Wants cheapest care
option, will research
symptoms first
How much less does their preferred plan cost than the base plan?
Exchange
5.9%
3.7%
2.8%
3.9%
4. Customer Segmentation
17Personal Health Management
19. For a discount, Fey would…
Fitness-
focused Fay
(27%)
Who she is…
Private/Single
4. Customer Segmentation
1.4X likely to be healthy w/
no chronic issues✜
20-50% more likely to be
somewhat satisfied w/ current
care
50% more likely to be
cost-conscious with care$
2.8%cost difference
between preferred plan and base★
How she behaves…
Race African American
Gender Female
Age Millennial (18-34)
Education Grad Degree
Region Major southern city
Employment Newly employed
Salary $50-$100K
Digital Literacy High
Religious No
Health
Tracking
• Passionate about maintaining a healthy lifestyle, good fitness
• Frequently tracks calories & steps taken, monthly sleep, BMI
Satisfaction w/
Current Care
• Generally happy with her doctor, specialists, pharmacists, and
local drug store (very happy with her hospital)
Alterative care
experience
• Tried a walk-in clinic on the recommendation of family, but
was disappointed by it’s cost and aesthetics
Reaching
Health Goals
• Sets challenging health goals and often reaches them
• Uses a wearable to track her health, likes it’s social features
Healthcare
Approach
• Very cost-conscious with care
• Prefers researching symptoms online before seeking care
How to reach her…
• Make it easier for her to track her fitness and know if she’s on track with her
goals – remote monitoring of her wearable data
• Empower her with self-diagnosis tools that help her determine if she needs
to seek in-person care for her illness (vs. her making that decision on her own)
• Give her more self-service & telemedicine options to perform common
health related tasks as simply/quickly as possible (Rx refills, follow-ups, etc.)
• Allow her to opt-in to more comprehensive/proactive disease testing in
exchange for a discount on her premium
Use telemedicine tools for follow-up
visits and Rx refills
Submit to more invasive, proactive
disease testing & lab work
19
20. For a discount, Walter would…
Wary Walter
(25%)
Who he is…
Private/Single
4. Customer Segmentation
3.1X likely to have a difficult
to manage chronic condition✜
40-90% more likely to be
very satisfied w/ current care
70% more likely to want
the highest quality care possible$
4.4%cost difference
between preferred plan and base★
How he behaves…
Race Caucasian
Gender Male
Age Baby Boomer (65+)
Education High School Degree
Region Rural Town
Employment Retired
Salary $25-$50K
Digital Literacy Low
Religious Yes
Health
Tracking
• Tracks weight, blood pressure every day to manage illness
• Occasionally tracks calories when urged by doctor
Satisfaction w/
Current Care
• Extremely satisfied with doctors, specialists, pharmacists,
drug efficacy, hospitals, health insurance, and advice received
Alterative care
experience
• Has never used them since they aren’t equipped to handle a
complex chronic condition like his
Reaching
Health Goals
• Focused on illness, only periodically sets/reaches health goals
• Values analyzing his vitals and encouragement from doctor
Healthcare
Approach
• Goes straight to the doctor when he has an issue
• Despite limited means, wants the best quality care possible
How to reach him…
• Make it easier for him to manage his chronic illness and know if his
tracked vitals are within healthy limits – possibly with simplified wearable tech
• Offer him more frequent check-ins with a doctor via telemedicine to
promote better adherence to treatment plans and provide positive encouragement
• Give him more self-service options to perform common health related tasks
as simply/quickly as possible (i.e., Rx refills)
• Offer him more comprehensive/proactive disease testing in exchange for
a discount on his premium in order to better prevent additional chronic issues
Use telemedicine tools for follow-up
visits and Rx refills
Submit to more invasive, proactive
disease testing & lab work
20
21. For a discount, Terri would…
Trusting Terri
(24%)
Who they are…
Private/Single
4. Customer Segmentation
1.5X likely to be healthy w/
no chronic issues✜
20-50% more likely to be
somewhat satisfied w/ current
care
20% more likely to want
the highest quality care possible$
4.6%cost difference
between preferred plan and base★
How they behave…
Race Asian
Gender Neutral
Age Neutral
Education Grad Degree
Region West coast suburb
Employment Neutral
Salary $75-$150K
Digital Literacy High
Religious Yes
Health
Tracking
• Track weight & calories weekly, steps & BMI regularly
• Carefully manage health, very interested in wearables
Satisfaction w/
Current Care
• Love/trust their doctor - satisfied with advice received,
treatments prescribed, specialists referred to
Alterative care
experience
• Tried on advice of doctor, but saw no difference in cost &
convenience and felt quality was worse than regular doc
Reaching
Health Goals
• Often reach their health goals - value the encouragement of
friends/family/doctor and being able to track their progress
Healthcare
Approach
• Their health has major effect on their happiness, so they seek
out best care available when faced with an issue
How to reach them…
• Subsidize wearables so that health tracking is integrated into their
regular fitness/wellness routine and the data is made available to their doctors
• Provide proactive health warnings/alerts based on their activity data so
they can prevent potentially damaging lifestyle choices
• Give them more telemedicine options so they can more conveniently/easily
connect with their doctors when needed and complete simple tasks (i.e., Rx refills)
• Offer them more comprehensive/proactive disease testing so they can
continue maintaining their healthy lifestyles
Use telemedicine tools for follow-up
visits and Rx refills
Submit to more invasive, proactive
disease testing & lab work
Accept proactive health warnings
from doc based on activity data
21
22. For a discount, Paulo would…
Preoccupied
Paulo
(23%)
Who he is…
Private/Single
4. Customer Segmentation
1.5X likely to be healthy w/
no chronic issues✜
60-100% more likely to
feel ambivalent about current care
66% are cost-conscious
with care$
4.2%cost difference
between preferred plan and base★
How he behaves…
Race Hispanic
Gender Male
Age Gen X (45-54)
Education 4 Year College Degree
Region Midwest
Employment Employed
Salary $0-$50K
Digital Literacy Low
Religious Neutral
Health
Tracking
• Doesn’t have the time/energy to track health (occasionally
checks weight) – focused on staying afloat financially
Satisfaction w/
Current Care
• Very ambivalent about people/institutions involved w/ care
• Dissatisfied w/ insurance, so reluctant to engage in care
Alterative care
experience
• Loves proximity & cost of urgent care clinics – uses them to
handle most issues after being recommended by family
Reaching
Health Goals
• Doesn’t have time or energy to set health goals, and doesn’t
value motivating tactics like encouragement, incentives, etc.
Healthcare
Approach
• Is healthy but generally avoids care b/c of costs involved
• Low priority of personal health could lead to chronic issues
How to reach him…
• Offer him cost-effective and simple options for engaging in preventative
care, possibly by offering coverage of his visits to walk-in clinics or remote support
• Give him low/no-cost self-service resources that improve his health
intelligence and help him manage his lifestyle w/ minimal time commitments
• Sell him on the cost/speed benefits of telemedicine so that he becomes a
more engaged customer and makes his a health a life priority
• Explain to him the long-term cost benefit of comprehensive/proactive
disease testing and avoiding complex chronic conditions
Use telemedicine tools for follow-up
visits and Rx refills
Submit to more invasive, proactive
disease testing & lab work
22
23. For a discount, Darin would…
Driven Darin
(24%)
Who he is…
4. Customer Segmentation
1.2X likely to be healthy w/
no chronic issues✜
20-30% more likely to be
somewhat satisfied w/ current care
30% more likely to want
the highest quality care possible$
4.2%cost difference
between preferred plan and base★
How he behaves…
Race Asian
Gender Male
Age Gen X (35-54)
Education Grad Degree
Region Southern suburb
Employment Employed
Salary $150K+
Digital Literacy High
Religious Ambivalent
Health
Tracking
• Often tracks weight, blood pressure, steps, sleep, calories
• Very interested in a wearable for self-improvement
Satisfaction w/
Current Care
• Fairly satisfied w/ total health experience – likes the doctors
he sees, the institutions he visits, and the advice he receives
Alterative care
experience
• Fairly satisfied w/ alt care – feels cost, convenience, and
customer service are better than typical doctor/hospital
Reaching
Health Goals
• Desires encouragement and ability to analyze health data
• Social incentives, progress sharing have little value
Healthcare
Approach
• Will research nonthreatening issues online, but when care is
needed he wants the highest quality available
How to reach him…
• Show him how to extract maximum value from a wearable as a tool to
help monitor his health stats and achieve his health goals
• Allow him to automatically share his activity data with his doctor for
more precise health coaching, feedback, & guidance and proactive/persistent alerts
• Give him robust self-service & telemedicine tools that make it
quicker/easier for him to access his PCP when needed and perform common tasks
• Offer him more comprehensive/proactive disease testing so that he feels
he is doing everything he can to maintain his health and avoid chronic issues
Private/Family
Use telemedicine tools for follow-up
visits and Rx refills
Submit to more invasive, proactive
disease testing & lab work
Accept proactive health warnings
from doc based on activity data
Allow his tracked activity data to be
automatically shared w/ doc 23
24. For a discount, Carl would…
Conventional
Carl
(23%)
Who he is…
4. Customer Segmentation
1.6X likely to have an easy-
to-manage chronic condition✜
20-30% more likely to be
very satisfied w/ current care
30% more likely to want
the highest quality care possible$
5.2%cost difference
between preferred plan and base★
How he behaves…
Race Caucasian
Gender Male
Age Baby Boomer (65+)
Education Grad Degree
Region Midwestern town
Employment Retired
Salary $25-$75K
Digital Literacy Low
Religious Ambivalent
Health
Tracking
• Not concerned with or interested in tracking health stats
• Occasionally tracks blood pressure to manage his condition
Satisfaction w/
Current Care
• Traditionalist – prefers using regular health care for issues
• Very satisfied w/ all aspects of care (doctors, hospitals, etc.)
Alterative care
experience
• Not surprisingly, finds alternate care to have worse quality
and customer service than traditional care
Reaching
Health Goals
• Doesn’t set many goals – if he does, it’s for his own personal
satisfaction, nothing else
Healthcare
Approach
• Old-school, prefers to let non-emergency issues pass
• If he needs medical attention, he seeks out the highest quality
How to reach him…
• Give him simple self-service tools and easily accessible telemedicine
support resources for managing his condition and reaching his doctor when needed
• Engage him in health education around the importance of maintaining his
fitness to avoid further complications from his chronic condition
• Make it easier for him to check if his vitals are within healthy limits,
possibly with simplified wearable tech
• Offer him more comprehensive/proactive disease testing in exchange for
a discount on his premium in order to better prevent additional chronic issues
Private/Family
Use telemedicine tools for follow-up
visits and Rx refills
Submit to more invasive, proactive
disease testing & lab work
24
25. For a discount, Tori would…
Try-It-Out
Tori
(22%)
Who they are…
4. Customer Segmentation
1.2X likely to be healthy w/
no chronic issues✜
20% more likely to be
satisfied w/ current care
30% more likely to be
cost-conscious with care$
5.8%cost difference
between preferred plan and base★
How they behave…
Race African American
Gender Neutral
Age X/Boomer (45-64)
Education 2 Year College Degree
Region Midwestern suburbs
Employment Employed
Salary $25-$75K
Digital Literacy Moderate
Religious Yes
Health
Tracking
• Check blood pressure sporadically and occasionally monitor
their sleep patterns, but don’t focus on tracking their health
Satisfaction w/
Current Care
• Are fairly ambivalent w/ their current care, and in some
cases, unsatisfied when compared to other segments
Alterative care
experience
• Love the experience, find the quality, cost, proximity,
aesthetics, and customer service all better than regular doctor
Reaching
Health Goals
• Don’t set many health goals, if they do they’re easy to achieve
and they don’t need any support to meet them
Healthcare
Approach
• When facing a medical issue, they seek out the most cost
effective treatment possible
How to reach them…
• Give them simple, low-cost self-service that will empower & encourage them
to more closely monitor their health – possibly w/ subsidized wearables
• Adopt the convenience and customer service features of retail clinics to
improve provide a compelling experience that can win them back as customers
• Give them more telemedicine options so they can more conveniently/easily
connect with their doctors when needed and complete simple tasks (i.e., Rx refills)
• Offer them more comprehensive/proactive disease testing in exchange
for a discount on his premium to help prevent chronic issues from developing
Private/Family
Use telemedicine tools for follow-up
visits and Rx refills
Submit to more invasive, proactive
disease testing & lab work
25
26. For a discount, Sam would…
Saavy Sam
(17%)
Who they are…
4. Customer Segmentation
1.2X likely to be healthy w/
no chronic issues✜
20-50% more likely to be
somewhat satisfied w/ current care
58% are cost-conscious
with care$
4.2%cost difference
between preferred plan and base★
How they behave…
Race Asian
Gender Neutral
Age Millennial (25-34)
Education 2 Year College Degree
Region Moderate-sized city
Employment Neutral
Salary $25-$50K
Digital Literacy High
Religious Neutral
Health
Tracking
• Track stats that effect appearance (weight, steps, BMI, etc.)
• Uses wearable to be precise w/ monitoring and for “coolness”
Satisfaction w/
Current Care
• Somewhat satisfied to ambivalent with current healthcare
experience – especially like their local pharmacy and hospital
Alterative care
experience
• Tried on recommendation of doctor - liked aesthetics of
facility, but otherwise indifferent about experience
Reaching
Health Goals
• Value incentives, peer competition, encouragement, and the
ability to analyze their wearable data when reaching goals
Healthcare
Approach
• No chronic conditions and rarely get sick, so their approach
to treating health issues is unclear
How to reach them…
• Allow them to automatically share activity data with their doctor for
more precise health coaching, feedback, & guidance and proactive/persistent alerts
• Provide simple tools for self-reporting key health metrics to their doctors
for improved wellness tracking and proactive issue resolution
• Give them robust self-service & telemedicine tools that make it
quicker/easier for them to access their PCP when needed and perform common
tasks
• Offer them more comprehensive/proactive disease testing in exchange
for a discount on their premium to better prevent future chronic conditions
Private/Family
Use telemedicine tools for follow-up
visits and Rx refills
Submit to more invasive, proactive
disease testing & lab work
Accept proactive health warnings
from doc based on activity data
Auto-share activity data w/ doc and
self-report key health stats weekly 26
27. For a discount, Natalie would…
Novice
Natalie
(14%)
Who she is…
4. Customer Segmentation
1.5X likely to be healthy w/
no chronic issues✜
20-30% more likely to be
somewhat satisfied w/ current care
20% more likely to be
cost-conscious with care$
3.6%cost difference
between preferred plan and base★
How she behaves…
Race Caucasian
Gender Female
Age Millennial (18-24)
Education Some college
Region Northeast
Employment Student
Salary <$25K
Digital Literacy High
Religious No
Health
Tracking
• Focuses on regularly tracking calories, checking weight/BMI
monthly to ensure healthiness – interested in a wearable
Satisfaction w/
Current Care
• Somewhat satisfied with her doctor and pharmacy, but
doesn’t have many comparison points given her age
Alterative care
experience
• Has used urgent care clinics after recommendation of
family/friends, but felt cost & aesthetics were worse than
regular doc
Reaching
Health Goals
• Sets easy fitness goals - values incentives, competition,
encouragement, sharing her progress to keep her motivated
Healthcare
Approach
• Researches her symptoms online before seeking care
• If she needs treatment, wants the cheapest option possible
How to reach her…
• Subsidize wearables so she can better track her fitness and allow her to
share that data with her doctor for better health coaching, proactive alerts
• Empower her with self-diagnosis tools that help her determine if she needs
to seek in-person care for her illness (vs. making that decision w/ online research)
• Give her more self-service & telemedicine options to perform common
health related tasks as simply/quickly as possible (Rx refills, follow-ups, etc.)
• Allow her to opt-in to more comprehensive/proactive disease testing in
exchange for a discount on her premium
Private/Family
Use telemedicine tools for follow-up
visits and Rx refills
Submit to more invasive, proactive
disease testing & lab work
Accept proactive health warnings
from doc based on activity data
27
28. Medicare Advantage
4. Customer Segmentation
For a discount, Hogan would…
Healthy
Hogan
(41%)
Who they are…
1.4X likely to be healthy w/
no chronic issues, but occasionally
sick
✜
20% more likely to be
somewhat satisfied w/ current care
54% are cost-conscious
with care$
8.7%cost difference
between preferred plan and base★
How they behave…
Race Caucasian
Gender Neutral
Age Baby Boomer (65+)
Education 4 Year College Degree
Region Midwestern suburb
Employment Retired
Salary $50-$65K
Digital Literacy High
Religious Neutral
Health
Tracking
• Focus attention on tracking their BMI, steps taken, and
especially caloric intake (which they monitor daily)
Satisfaction w/
Current Care
• Are ambivalent w/ their current care, and only somewhat
satisfied by their primary hospital and advice they receive
Alterative care
experience
• Have used Urgent Care Clinics and found the experience to
be the same or better than traditional doctors in all aspects
Reaching
Health Goals
• Want to meet their health goals and consider access to their
health data very important to confirm their goals
Healthcare
Approach
• Rely on online research to resolve non life-threatening issues
and avoid major medical costs
How to reach them…
• Make it easier for them to track key fitness metrics by subsidizing and
integrating wearables into their wellness program
• Give them low/no-cost self-service & telemedicine tools that make it easier
for them to access health resources, diagnose issues, and contact their doctor
• Consider offering coverage for walk-in clinics to help reduce their bill and
generate loyalty for covering a service they really enjoy
• Offer them more comprehensive/proactive disease testing in exchange
for a discount on their premium to prevent the development of chronic issues
Use telemedicine tools for follow-up
visits and Rx refills
Submit to more invasive, proactive
disease testing & lab work
28
29. Medicare Advantage
4. Customer Segmentation
For a discount, Dani would…
Disengaged
Dani
(21%)
Who they are…
1.2X likely to have an easy-
to-manage chronic condition✜
60% are generally satisfied
w/ current care
30% more likely to want
cheapest care option possible$
10.9%cost difference
between preferred plan and base★
How they behave…
Race Caucasian
Gender Neutral
Age Baby Boomer (65+)
Education Incomplete college
Region Northeast rural town
Employment Retired
Salary <$50k
Digital Literacy Moderate
Religious Yes
Health
Tracking
• Don’t invest much effort into monitoring their health as they
never track BMI, steps taken, sleep patterns, or weight
Satisfaction w/
Current Care
• Are ambivalent w/ their current care, and only somewhat
satisfied by their primary hospital and advice they receive
Alterative care
experience
• Given the low priority they give health, they have never tried
alternative health care services
Reaching
Health Goals
• Occasionally set and reach easy health goals
• Rely solely on personal satisfaction for motivation
Healthcare
Approach
• Typically deal with a chronic condition that is easy to manage
and look for the cheapest health care options available
How to reach them…
• Give him low/no-cost self-service resources that improve his health
intelligence and help him manage his condition w/ minimal time commitments
• Engage him in health education around the importance of maintaining his
fitness to avoid further complications from his chronic condition
• Sell him on the cost/speed benefits of telemedicine so that he becomes a
more engaged customer and makes his a health a life priority
• Explain to him the long-term cost benefit of comprehensive/proactive
disease testing to avoid further complications from his chronic condition
Use telemedicine tools for follow-up
visits and Rx refills
Submit to more invasive, proactive
disease testing & lab work
29
30. Medicare Advantage
4. Customer Segmentation
For a discount, Cam would…
Chronic-care
Cam
(20%)
Who they are…
1.2X likely to have a difficult
to manage chronic condition✜
20-60% more likely to be
somewhat satisfied w/ current care
20% more likely to be
cost-conscious with care$
8.2%cost difference
between preferred plan and base★
How they behave…
Race Caucasian
Gender Neutral
Age Baby Boomer (65+)
Education Incomplete college
Region Southern midsize city
Employment Retired
Salary $65-95K
Digital Literacy High
Religious Neutral
Health
Tracking
• Track their weight daily and make sure they stay active
• Use tech/mobile often and would be interested in wearables
Satisfaction w/
Current Care
• Happy with the care they receive to manage their illness
• Satisfied with both doctors/pharmacists and their advice
Alterative care
experience
• Do not use alternative care services since they need specialist
care to manage their chronic condition
Reaching
Health Goals
• Value being able to analyze their health stats to ensure
treatments are successful and share them with loved ones
Healthcare
Approach
• Given their expenses, they seek out the most cost-effective
treatment options covered by their insurance
How to reach them…
• Make it easier for them to manage their chronic illness and know if their
tracked vitals are within healthy limits – possibly with subsidized wearable tech
• Offer them more frequent, lower cost check-ins with a doctor via
telemedicine to check progress against health goals
• Give them more self-service options to perform common health related tasks
as simply/quickly as possible (i.e., Rx refills), and to share their progress w/ family
• Offer them more comprehensive/proactive disease testing in exchange
for a discount on their premium to prevent complications from their chronic issue
Use telemedicine tools for follow-up
visits and Rx refills
Submit to more invasive, proactive
disease testing & lab work
30
31. Medicare Advantage
4. Customer Segmentation
For a discount, Sai would…
Spiritual
Sai
(18%)
Who they are…
58% have a chronic condition
✜
20-30% more likely to be
very satisfied w/ current care
20% more likely to want
highest quality care possible$
8.1%cost difference
between preferred plan and base★
How they behave…
Race Caucasian
Gender Neutral
Age Baby Boomer (65+)
Education Neutral
Region Western metro region
Employment Retired
Salary $95K+
Digital Literacy Moderate
Religious Yes
Health
Tracking
• Do not actively track much health data, but they do ensure
they maintain an active lifestyle by monitoring steps monthly
Satisfaction w/
Current Care
• Very satisfied with their care, especially the quality of their
specialists, medical advice, and health insurance
Alterative care
experience
• Given how happy they are with their care, they go straight to
their doctors and do not use alternative care services
Reaching
Health Goals
• Value encouragement from their doctors and the ability to
analyze their health data to ensure they are on track
Healthcare
Approach
• Usually seek out the highest quality health care from their
doctors and don’t use alternative care services
How to reach them…
• Educate them on the value of regularly tracking health stats as a means
of better monitoring their chronic condition – possibly recommend wearables
• Offer them more frequent check-ins with their doctor via telemedicine
to check progress against health goals and encourage healthy behavior
• Give them more self-service options to perform common health related tasks
as simply/quickly as possible (i.e., Rx refills)
• Offer them more comprehensive/proactive disease testing in exchange
for a discount on their premium to prevent complications from their chronic issue
Use telemedicine tools for follow-up
visits and Rx refills
Submit to more invasive, proactive
disease testing & lab work
31
32. Exchange
4. Customer Segmentation
For a discount, Paul would…
Premium
Paul
(31%)
Who he is…
1.2X likely to be healthy w/
no chronic issues✜
20-50% more likely to be
very satisfied w/ current care
30% more likely to want
highest quality care possible$
5.9%cost difference
between preferred plan and base★
How he behaves…
Race Caucasian
Gender Male
Age X/Boomer (55+)
Education Grad Degree
Region Northeastern town
Employment Retired
Salary $80K+
Digital Literacy Moderate
Religious No
Health
Tracking
• Is comfortable with mobile technology and uses it to check
his weight and frequently monitor/log his steps taken
Satisfaction w/
Current Care
• Loves the hospital he visits, the doctors/specialists he sees,
the advice he receives, and the treatments they prescribe
Alterative care
experience
• Is content with the care he receives and sees no need to visit
an alternative care facility
Reaching
Health Goals
• Commits to his fitness and does not need much outside
motivation
Healthcare
Approach
• Goes straight to his doctor to determine the best treatment
option when any issues arise
How to reach him…
• Show him how to extract maximum value from a wearable as a tool to
help monitor his health stats and achieve his health goals
• Offer him more frequent check-ins with his doctor via telemedicine to
check progress against health goals
• Give him more self-service options to perform common health related tasks
as simply/quickly as possible (i.e., Rx refills)
• Offer him more comprehensive/proactive disease testing to help prevent
any future chronic issues
Use telemedicine tools for follow-up
visits and Rx refills
Submit to more invasive, proactive
disease testing & lab work
32
33. Exchange
4. Customer Segmentation
For a discount, Sue would…
Struggling
Sue
(26%)
Who she is…
1.2X likely to have an easy-
to-manage chronic condition✜
20-40% more likely to be
somewhat satisfied w/ current care
64% are cost-conscious
with care$
3.7%cost difference
between preferred plan and base★
How she behaves…
Race Caucasian
Gender Female
Age Millennial (18-34)
Education 2 or 4 Year Degree
Region Neutral
Employment Neutral
Salary $35-50K
Digital Literacy High
Religious Neutral
Health
Tracking
• Monitors blood pressure and weight given her condition
• Does not have time to track fitness-oriented metrics
Satisfaction w/
Current Care
• Happy with level of care she receives from her physicians
• Dissatisfied with her insurance plan due to limited coverage
Alterative care
experience
• Uses various walk-in clinics to alleviate costs but is
disappointed with the experience
Reaching
Health Goals
• Given her condition, she has to set simple/easy fitness goals
• Relies on family/friend encouragement for motivation
Healthcare
Approach
• Has limited options when trying to deal with health issues
due to small income and basic insurance means
How to reach her…
• Subsidize wearables so she can better and more easily track her fitness
and progress against health goals specific to managing her condition
• Offer her more frequent, lower cost check-ins with a doctor via
telemedicine to check the status of her condition
• Give her low/no-cost self-service tools that make it easier for her to access
health resources, diagnose issues, and determine if she needs to seek in-person care
• Offer her more comprehensive/proactive disease testing in exchange for a
discount on her premium to help prevent complications from her chronic issue
Use telemedicine tools for follow-up
visits and Rx refills
Submit to more invasive, proactive
disease testing & lab work
33
34. Exchange
4. Customer Segmentation
For a discount, Rita would…
Restarting
Rita
(24%)
Who she is…
1.2X likely to be healthy w/
no chronic issues, but occasionally
sick
✜
20-40% more likely to be
ambivalent about current care
20% more likely to be
cost-conscious with care$
2.8%cost difference
between preferred plan and base★
How she behaves…
Race Caucasian
Gender Female
Age Gen X (45-54)
Education 2 Year College Degree
Region Midwestern suburbs
Employment Employed
Salary $0-50K
Digital Literacy Moderate
Religious No
Health
Tracking
• Has little free time to actively track her health, so she tries to
at least track her weight monthly
Satisfaction w/
Current Care
• Very dissatisfied with her insurance coverage, the limited
options it provides, and the doctors she is forced to see
Alterative care
experience
• Never tries a walk-in clinic because it is not covered by her
insurance and she must limit out-of-pocket expenses
Reaching
Health Goals
• Given her economic condition, health and fitness goals are
not a priority right now and therefore, non-existent
Healthcare
Approach
• Wants to save money, so she either deals with the illness
herself or reaches out to friends/family
How to reach her…
• Engage her in health education around the importance of tracking her fitness
as she gets older and is at greater risk for chronic issues
• Give her low/no-cost self-service and telemedicine tools that make it
easier/cheaper for her to access health resources and diagnose issues on her own
• Consider offering coverage for walk-in clinics to give her a low-cost option
for seeking care for non-emergency issues (vs. avoiding care altogether)
• Offer her more comprehensive/proactive disease testing in exchange for a
discount on her premium to help prevent any future chronic issues
Use telemedicine tools for follow-up
visits and Rx refills
Submit to more invasive, proactive
disease testing & lab work
34
35. Exchange
4. Customer Segmentation
For a discount, Annie would…
Aspirational
Annie
(20%)
Who she is…
1.5X likely to be healthy w/
no chronic issues, but occasionally
sick
✜
30-80% more likely to be
ambivalent about current care
14% more likely to be cost-
conscious with care$
3.9%cost difference
between preferred plan and base★
How she behaves…
Race Neutral
Gender Female
Age Millennial (25-34)
Education Grad Degree
Region Southern city/suburb
Employment Neutral
Salary $50-100K
Digital Literacy High
Religious No
Health
Tracking
• Actively tracks weight, steps taken, and sleep pattern
• Estimates are imprecise so she is looking for a wearable
Satisfaction w/
Current Care
• Is unimpressed by the doctors and specialists she has seen
and the hospitals and pharmacies she has visited
Alterative care
experience
• Tried after seeing an ad and was impressed by the customer
service and value as compared to her regular doctor
Reaching
Health Goals
• Has historically struggled to meet her health goals
• Values encouragement from friends/family/doctor
Healthcare
Approach
• Extremely cost-conscious with managing her health
• Will try to handle it herself or will go to local clinic
How to reach her…
• Subsidize wearables so she can better and more easily track her fitness
and progress against her personal health goals
• Offer her more comprehensive/proactive disease testing in exchange for a
discount on her premium to help prevent any future chronic issues
• Give her low/no-cost self-service and telemedicine tools that make it
easier/cheaper for her to access health resources and diagnose issues on her own
• Give her the option of seeing a Nurse or PA as her primary care giver
for non-emergency issues in exchange for a discount on her premium
Use telemedicine tools for follow-up
visits and Rx refills
Submit to more invasive, proactive
disease testing & lab work
See a Nurse or Physician's Assistant
first before seeing a doctor
35
36. Personal health management: The rise of the empowered consumer is a consumer study prepared
by PwC to investigate how behavioral, regulatory, and technological disruptions are changing
consumers’ approaches to managing their health.
How we developed our insights
Our findings are based on an assessment of the needs and preferences of healthcare consumers
across the United States. Our methodology combined primary market research, conjoint-based
trade-off analysis, consumer segmentation analysis, and industry knowledge to gain insights into
what consumers value most when managing their health, and how much additional responsibility
they’re willing to accept in exchange for reducing the cost of their healthcare.
Who we surveyed
PwC surveyed approximately 2,300 consumers over the age of 18 across the United States. The
survey was administered online in June 2014.
Why these consumers?
Respondents were chosen based on their inclusion in one of four distinct consumer groups: Single
people who have private insurance plans, families with private plans, seniors with Medicare
Advantage plans, and individuals who purchased health insurance on an exchange such as
HealthCare.gov. The distribution of the respondent pool mirrors percentages drawn from the 2010
US Census in terms of age, income, education, region, urbanicity, and other demographic categories.
About our research
Rename “cohort” – it’s too wonky….need to call them “Groups” or “Plan Types”
Care as commodity: A new generation of value-conscious consumers are treating healthcare like any other purchase - shopping around for the best value, regardless of provider/brand
Alternative care pathways from non-traditional players – Telemedicine start-ups, retail clinics, at-home medical kits, etc. – consumers have more options than ever to receive care outside a doctor’s office that provides similar quality with “retail-level” convenience and experience features (less paperwork, shorter wait times, faster service, cheaper costs)
Escalating costs and higher share of cost burden – Consumers are bearing more and more of the cost burden in healthcare, creating a growing population of consumers who value cost over quality in healthcare/insurance coverage and, in some cases, forgo care altogether because of the cost implications
The ACA and its coverage mandates - Millions of new customers are entering the insurance market for the first-time, creating an opportunity for established payers to grow their customer base, but also for non-traditional companies and start-ups to disrupt the industry by offering innovative services at compelling price points to consumers who have no ties/loyalty to traditional healthcare
More empowered, informed health consumers – They track their vitals, research symptoms online, and self-diagnose rather than rely solely on providers to diagnose and treat illnesses
Proliferation of health-tracking technology – The exploding wearables/fitness tracking industry is allowing consumers to track their health and generate insight with a level of precision that used to be reserved for med professionals only and is changing the definition and capabilities of Remote Patient Monitoring (RPM); plus strong gameification features have increased the “fun” factor associated with health monitoring
Shrinking number of primary care doctors – As more new doctors choose the lucrative world of specialization over general internal medicine, existing PCPs are finding their schedules increasingly tight; thus, states are turning to RN’s and trained pharmacists to fill the gap and serve as PCPs that can diagnose and prescribe treatments for most common illnesses
A “how to read this” guide
“So what?” section – Payers, providers, Wearables industry
Our thoughts on major industry developments based on the data
Wearables
Alternative Care
Self-service
Telemedicine/Remote care
Non-traditional brands
- Look at final PDF for Grocery (SMI)
How does this matter to various industries?
Creating the marketing version of deck
“Two critical findings emerged that should affect every company’s customer service strategy. First, delighting customers doesn’t build loyalty; reducing their effort—the work they must do to get their problem solved—does. Second, acting deliberately on this insight can help improve customer service, reduce customer service costs, and decrease customer churn.” - http://hbr.org/2010/07/stop-trying-to-delight-your-customers
Add in data facts to support insight
88% think quality was same/better, 82% think cost was same/better (28% better), 94% think proximity was same/better (44% better), 89% think convenience was same/better (44% better), 81% think aesthetics were same/better, 91% think customer service was same/better
Learn from Retail:
What: Providers looking to create the next-generation patient experience need look no further than their local walk-in clinic for best practices on how to create a compelling customer experience
Why: Although retail clinics have not yet gone mainstream, consumers who’ve used them rave about their value, quality, aesthetics, service, and convenience
How: Providers can either look to incorporate the streamlined paperwork, transparent costing, and “creature-comfort” aesthetics of retail clinics into their existing offices, or partner with Payers/Retailers to open branded-clinics that meet the market’s demand for this type of a service and create new revenue streams for incumbent players
Don’t confuse satisfaction with loyalty:
What: While consumers are mostly satisfied with their current healthcare, that satisfaction is fragile and doesn’t translate into loyalty towards a given provider – so focus less on winning loyalty and more on improving experience
Why: Consumers credit good experiences in healthcare to the person who administered their care, while poor experiences are blamed on the provider/institution; thus, one poor experience can taint their perception of an entire brand
How: Providers need to train staff in retail-quality customer service principles, ensure effective mitigation strategies are in place to quickly resolve issues/complaints, and strive to streamline/automate the most common consumer tasks (booking appointments, completing paperwork, accessing health records, etc.)
Understand your customers’ values (they’re not all the same):
What: Move away from a one-size-fits-all approach to care and identify the specific needs of your customer segments
Why: While some consumer segments have similar healthcare preferences, the underlying motivations, priorities, and decision-making rationale that inform those preferences are often very different
How: Identify what customer segments you serve and use our behavioral insights to offer your customers relevant services that align with their priorities and needs (for example offering extended weekend hours for couples with kids)
Commit to cost transparency:
What: Providers that are fully transparent with consumers up front about the estimated cost of their services and enable them to better manage their personal budget will be best poised to earn their business
Why: Modern health consumers are empowered, digitally savvy, and treat healthcare just like any other purchasing decision – they shop online, compare prices, and seek out the highest-quality and/or most cost-effective care they can find
How: Create online pricing tools that allow consumers to easily research/compare the estimated costs of different services
Roll-out Next Generation Services
Hook customers with technology:
What: Take advantage of the public’s digital savviness, increased desire to quantify their fitness, and the growing capability of wearable technology, to incorporate continuous health tracking into treatment and wellness programs
Why: Payers/providers can more frequently engage their patients, proactively identify and manage issues before they become chronic, more accurately track treatment adherence, and create an overall more educated/informed consumer base
How:
Allow customers to voluntarily opt-in to continuous monitoring from their doctor – where their wearable data (or other regularly logged health data) is shared with their PCP in return for regular analysis and recommendations, either for general wellness or as part of specific treatment plans
Reaching specific treatment/wellness milestones could even be incentivized with rewards; however, the opposite is not true (for example, consumers reject the idea of receiving a discount up front on their medical bills and getting penalized with a fee every time they don’t reach a milestone (loss aversion))
Forge partnerships with manufacturers to potentially subsidize and distribute devices directly to patients, and ensure data tracking software/platforms are optimized to capture and report on the metrics providers care about
Sell consumers on the health/wellness benefits of this enhanced oversight to combat potential “invasion-of-privacy” complaints, and ensure that all messaging is couched in terms of “warnings” or “suggestions” to ensure consumers
Self-service cannot stand alone:
What: Consumers are NOT ready to accept a fully automated/self-service driven care model even if it saves them money
Why: They want the peace of mind of being able to interact with a doctor when needed, likely because of the devastating potential consequences of poorly administered healthcare
How:
Consumers will happily use self-service options for basic tasks (i.e. Rx refills), so introduce automated options for specific, basic use cases to get customers comfortable with the idea of doing health-related tasks on their own
Payers/providers will need to heavily incentivize self-service/remote care options if they want to replace any aspects of in-person care (i.e. telemedicine for check-ups)
More than likely, widespread adoption of self-service/telemedicine will come from disruptive non-industry players who focus solely on providing convenient options for basic care at a compelling price point, but stay away from complex conditions
Alternative Care Providers
Make your presence known:
What: Alternative care providers have a chance to become the solution of choice for basic illnesses for a large portion of the population if they can increase their visibility
Why: Alternative care providers enjoy stellar reviews from those who’ve used their services; however, most consumers simply don’t know that these services exist or what solutions they offer
How: Alt care providers need to educate the public on their value proposition, greatly increase their visibility in local communities, and effectively tailor their marketing according to their target segments; also, if alt care providers can partner with payers to get at least partial coverage under plans, adoption will surge
Get the message right:
What: A value proposition that offers doctor-quality service with retail-quality convenience, value, and support, could prove incredibly compelling, especially to those without complex, chronic conditions
Why: Americans value speed and quality most in their healthcare – they want to be able to interact with a doctor within 24 hours of getting sick – while things like location and brand take on lesser importance (except for those on Medicare)
How: Emphasize the credentials of doctors on staff in marketing, partner with well-known hospital/health groups to co-brand services, explicitly cite the cost savings of your services as compared to a typical doctor/hospital in marketing
To ease any concerns that cheaper costs mean inferior quality (especially for Private/Family group), possibly stress in marketing that doctors and hospitals are expensive because they have to be prepared to handle a wide range of issues (i.e. “a buffet” of medical services); alt care clinics, on the other hand, offer the same quality but for a specific set of use cases (i.e., “a la carte” services) – thus costs are lower because consumers only pay for what they need
Think beyond primary care:
What: There are large potential customer bases for non-industry players offering services that supplement traditional care
Why: Consumers have shown strong interest in complimentary health services like tools to analyze personal health data, tracking progress against health goals and sharing with friends/family, incentives for reaching milestones, etc.
How: Example – Offer health data monitoring services which allow customers to have their wearable/logged health data analyzed remotely by a medical professional who in turn sends regular reports with insights/recommendations, including if they have any issues that require in-person care; this could be offered as stand-alone service, perk of using company’s health consult services, etc. – plus, the health reports could be made available to clinic doctors when the customer visits
Wearables
Look beyond Millennials
What: Although millennials are often the marketing targets for wearables, wearables could potentially be very attractive to Gen X’ers and Baby Boomers if they are positioned as essential personal health management tools
Why: Many middle-aged and elderly consumers are digitally savvy, highly prioritize managing their health since they are at increased risk for chronic diseases, and regularly monitor health stats like weight, steps taken, and caloric intake to ensure they’re within healthy levels – thus, tools that help them monitor their stats more easily would be highly coveted
How: Leverage a deeper understanding of customer segments to improve the precision and intelligence of marketing (i.e. move beyond the one-size-fits-all approach of hawking wearables as “cool gadgets”):
Millennials: Continue to emphasize the gamification/social/community aspects of owning a wearable (sharing progress, earning incentives for hitting milestones, leaderboards and friend competitions, etc.)
Gen X: Position the devices as serious health management tools with powerful features that help track/analyze both fitness and lifestyle data (sleep patterns, eating habits, etc.) and improve your wellbeing; co-brand with established medical groups/health brands to further bolster health credentials (put their badges on product packaging); invest in fashion-forward industrial design to offer a line of premium/luxury devices that appeal to the 15% interested in a style-oriented device and willing to pay a premium for it
Baby Boomers: Emphasize the disease management capabilities of devices, their ability to monitor leading indicators for numerous chronic diseases (caloric intake, weight, steps taken, etc.); invest R&D in developing the next-generation of wearables capable of tracking health measures critical to this group like blood pressure, heart rate, etc.
Hit the pricing sweet-spot – for ALL consumers!
What: Manufacturers need to offer value-oriented devices at a sub-$100 price point t0 appeal to most consumers, but also higher-end models that appeal to early adopters who extract max value from the device and lead adoption for the gen public
Why: Nearly a fifth of the country is interested in a Wearable - 85% want a sub-$100 model, 15% want a style-model
How: Example – Strip out advanced sensors meant for niche use cases to lower component costs and offer models with the features most users care about (activity tracking, analytics tools, social tie-ins, etc.), but no unnecessary bells and whistles
Partner with payers, providers to incorporate wearables more closely into health/medical programs, and get them subsidized (or partially reimbursable) by insurance as a medical device
Leverage economies of scale to drive down overall component costs and lower barrier to entry for consumers
Who She Is
Fay is an ambitious, digitally savvy African-American millennial living in a major southern city. She’s new to the workforce, but her graduate-level education helped earn her an initially high salary ($50-$100K) as she starts her career.
Tracking her health: Fay is passionate about maintaining a healthy lifestyle, and is hyper-vigilant about ensuring she maintains good fitness. Thus, she tracks her food intake every day, and measures her steps taken at least weekly. She even looks at her sleep patterns and monitors her BMI to ensure she stays on track.
Current satisfaction: Fay is generally satisfied with her current healthcare, enjoying the service she receives from her doctor, specialist physicians, pharmacists, and local drug store, and has been very pleased with her local hospital.
Alterative care experience: Fay tried using an Urgent Care Clinic because it was recommended by her family and was closer to her home, but was disappointed by it’s cost-value and aesthetics.
Reaching her goals: Fay likes to push herself physically, setting challenging health goals and often reaching them. She uses a wearable to track her progress against those goals and likes the gameified rewards/incentives it offers. Plus, as an active mobile user, she likes that the wearable lets her easily share her progress online.
Facing health issues: Fay is healthy and rarely gets sick, so she prefers trying to solve any health issues on her own by researching her symptoms online. In the rare event that she needs care, she’ll seek out the cheapest option available.
Who She Is
Fay is an ambitious, digitally savvy African-American millennial living in a major southern city. She’s new to the workforce, but her graduate-level education helped earn her an initially high salary ($50-$100K) as she starts her career.
Tracking her health: Fay is passionate about maintaining a healthy lifestyle, and is hyper-vigilant about ensuring she maintains good fitness. Thus, she tracks her food intake every day, and measures her steps taken at least weekly. She even looks at her sleep patterns and monitors her BMI to ensure she stays on track.
Current satisfaction: Fay is generally satisfied with her current healthcare, enjoying the service she receives from her doctor, specialist physicians, pharmacists, and local drug store, and has been very pleased with her local hospital.
Alterative care experience: Fay tried using an Urgent Care Clinic because it was recommended by her family and was closer to her home, but was disappointed by it’s cost-value and aesthetics.
Reaching her goals: Fay likes to push herself physically, setting challenging health goals and often reaching them. She uses a wearable to track her progress against those goals and likes the gameified rewards/incentives it offers. Plus, as an active mobile user, she likes that the wearable lets her easily share her progress online.
Facing health issues: Fay is healthy and rarely gets sick, so she prefers trying to solve any health issues on her own by researching her symptoms online. In the rare event that she needs care, she’ll seek out the cheapest option available.
Who She Is
Fay is an ambitious, digitally savvy African-American millennial living in a major southern city. She’s new to the workforce, but her graduate-level education helped earn her an initially high salary ($50-$100K) as she starts her career.
Tracking her health: Fay is passionate about maintaining a healthy lifestyle, and is hyper-vigilant about ensuring she maintains good fitness. Thus, she tracks her food intake every day, and measures her steps taken at least weekly. She even looks at her sleep patterns and monitors her BMI to ensure she stays on track.
Current satisfaction: Fay is generally satisfied with her current healthcare, enjoying the service she receives from her doctor, specialist physicians, pharmacists, and local drug store, and has been very pleased with her local hospital.
Alterative care experience: Fay tried using an Urgent Care Clinic because it was recommended by her family and was closer to her home, but was disappointed by it’s cost-value and aesthetics.
Reaching her goals: Fay likes to push herself physically, setting challenging health goals and often reaching them. She uses a wearable to track her progress against those goals and likes the gameified rewards/incentives it offers. Plus, as an active mobile user, she likes that the wearable lets her easily share her progress online.
Facing health issues: Fay is healthy and rarely gets sick, so she prefers trying to solve any health issues on her own by researching her symptoms online. In the rare event that she needs care, she’ll seek out the cheapest option available.
Who She Is
Fay is an ambitious, digitally savvy African-American millennial living in a major southern city. She’s new to the workforce, but her graduate-level education helped earn her an initially high salary ($50-$100K) as she starts her career.
Tracking her health: Fay is passionate about maintaining a healthy lifestyle, and is hyper-vigilant about ensuring she maintains good fitness. Thus, she tracks her food intake every day, and measures her steps taken at least weekly. She even looks at her sleep patterns and monitors her BMI to ensure she stays on track.
Current satisfaction: Fay is generally satisfied with her current healthcare, enjoying the service she receives from her doctor, specialist physicians, pharmacists, and local drug store, and has been very pleased with her local hospital.
Alterative care experience: Fay tried using an Urgent Care Clinic because it was recommended by her family and was closer to her home, but was disappointed by it’s cost-value and aesthetics.
Reaching her goals: Fay likes to push herself physically, setting challenging health goals and often reaching them. She uses a wearable to track her progress against those goals and likes the gameified rewards/incentives it offers. Plus, as an active mobile user, she likes that the wearable lets her easily share her progress online.
Facing health issues: Fay is healthy and rarely gets sick, so she prefers trying to solve any health issues on her own by researching her symptoms online. In the rare event that she needs care, she’ll seek out the cheapest option available.
Who She Is
Fay is an ambitious, digitally savvy African-American millennial living in a major southern city. She’s new to the workforce, but her graduate-level education helped earn her an initially high salary ($50-$100K) as she starts her career.
Tracking her health: Fay is passionate about maintaining a healthy lifestyle, and is hyper-vigilant about ensuring she maintains good fitness. Thus, she tracks her food intake every day, and measures her steps taken at least weekly. She even looks at her sleep patterns and monitors her BMI to ensure she stays on track.
Current satisfaction: Fay is generally satisfied with her current healthcare, enjoying the service she receives from her doctor, specialist physicians, pharmacists, and local drug store, and has been very pleased with her local hospital.
Alterative care experience: Fay tried using an Urgent Care Clinic because it was recommended by her family and was closer to her home, but was disappointed by it’s cost-value and aesthetics.
Reaching her goals: Fay likes to push herself physically, setting challenging health goals and often reaching them. She uses a wearable to track her progress against those goals and likes the gameified rewards/incentives it offers. Plus, as an active mobile user, she likes that the wearable lets her easily share her progress online.
Facing health issues: Fay is healthy and rarely gets sick, so she prefers trying to solve any health issues on her own by researching her symptoms online. In the rare event that she needs care, she’ll seek out the cheapest option available.
Who She Is
Fay is an ambitious, digitally savvy African-American millennial living in a major southern city. She’s new to the workforce, but her graduate-level education helped earn her an initially high salary ($50-$100K) as she starts her career.
Tracking her health: Fay is passionate about maintaining a healthy lifestyle, and is hyper-vigilant about ensuring she maintains good fitness. Thus, she tracks her food intake every day, and measures her steps taken at least weekly. She even looks at her sleep patterns and monitors her BMI to ensure she stays on track.
Current satisfaction: Fay is generally satisfied with her current healthcare, enjoying the service she receives from her doctor, specialist physicians, pharmacists, and local drug store, and has been very pleased with her local hospital.
Alterative care experience: Fay tried using an Urgent Care Clinic because it was recommended by her family and was closer to her home, but was disappointed by it’s cost-value and aesthetics.
Reaching her goals: Fay likes to push herself physically, setting challenging health goals and often reaching them. She uses a wearable to track her progress against those goals and likes the gameified rewards/incentives it offers. Plus, as an active mobile user, she likes that the wearable lets her easily share her progress online.
Facing health issues: Fay is healthy and rarely gets sick, so she prefers trying to solve any health issues on her own by researching her symptoms online. In the rare event that she needs care, she’ll seek out the cheapest option available.
Who She Is
Fay is an ambitious, digitally savvy African-American millennial living in a major southern city. She’s new to the workforce, but her graduate-level education helped earn her an initially high salary ($50-$100K) as she starts her career.
Tracking her health: Fay is passionate about maintaining a healthy lifestyle, and is hyper-vigilant about ensuring she maintains good fitness. Thus, she tracks her food intake every day, and measures her steps taken at least weekly. She even looks at her sleep patterns and monitors her BMI to ensure she stays on track.
Current satisfaction: Fay is generally satisfied with her current healthcare, enjoying the service she receives from her doctor, specialist physicians, pharmacists, and local drug store, and has been very pleased with her local hospital.
Alterative care experience: Fay tried using an Urgent Care Clinic because it was recommended by her family and was closer to her home, but was disappointed by it’s cost-value and aesthetics.
Reaching her goals: Fay likes to push herself physically, setting challenging health goals and often reaching them. She uses a wearable to track her progress against those goals and likes the gameified rewards/incentives it offers. Plus, as an active mobile user, she likes that the wearable lets her easily share her progress online.
Facing health issues: Fay is healthy and rarely gets sick, so she prefers trying to solve any health issues on her own by researching her symptoms online. In the rare event that she needs care, she’ll seek out the cheapest option available.
Who She Is
Fay is an ambitious, digitally savvy African-American millennial living in a major southern city. She’s new to the workforce, but her graduate-level education helped earn her an initially high salary ($50-$100K) as she starts her career.
Tracking her health: Fay is passionate about maintaining a healthy lifestyle, and is hyper-vigilant about ensuring she maintains good fitness. Thus, she tracks her food intake every day, and measures her steps taken at least weekly. She even looks at her sleep patterns and monitors her BMI to ensure she stays on track.
Current satisfaction: Fay is generally satisfied with her current healthcare, enjoying the service she receives from her doctor, specialist physicians, pharmacists, and local drug store, and has been very pleased with her local hospital.
Alterative care experience: Fay tried using an Urgent Care Clinic because it was recommended by her family and was closer to her home, but was disappointed by it’s cost-value and aesthetics.
Reaching her goals: Fay likes to push herself physically, setting challenging health goals and often reaching them. She uses a wearable to track her progress against those goals and likes the gameified rewards/incentives it offers. Plus, as an active mobile user, she likes that the wearable lets her easily share her progress online.
Facing health issues: Fay is healthy and rarely gets sick, so she prefers trying to solve any health issues on her own by researching her symptoms online. In the rare event that she needs care, she’ll seek out the cheapest option available.
Who She Is
Fay is an ambitious, digitally savvy African-American millennial living in a major southern city. She’s new to the workforce, but her graduate-level education helped earn her an initially high salary ($50-$100K) as she starts her career.
Tracking her health: Fay is passionate about maintaining a healthy lifestyle, and is hyper-vigilant about ensuring she maintains good fitness. Thus, she tracks her food intake every day, and measures her steps taken at least weekly. She even looks at her sleep patterns and monitors her BMI to ensure she stays on track.
Current satisfaction: Fay is generally satisfied with her current healthcare, enjoying the service she receives from her doctor, specialist physicians, pharmacists, and local drug store, and has been very pleased with her local hospital.
Alterative care experience: Fay tried using an Urgent Care Clinic because it was recommended by her family and was closer to her home, but was disappointed by it’s cost-value and aesthetics.
Reaching her goals: Fay likes to push herself physically, setting challenging health goals and often reaching them. She uses a wearable to track her progress against those goals and likes the gameified rewards/incentives it offers. Plus, as an active mobile user, she likes that the wearable lets her easily share her progress online.
Facing health issues: Fay is healthy and rarely gets sick, so she prefers trying to solve any health issues on her own by researching her symptoms online. In the rare event that she needs care, she’ll seek out the cheapest option available.