Consumer Reports Health Impact Empowering Consumers to Make Smart Decisions Digital Strategies for Health Communication July 18th, 2013 Tara Montgomery, Director, Health Partnerships & Impact

2 The Problem We’re Trying To Solve

Getting the Right Amount of Care The Challenge we all have: –Multiple studies, multiple experts agree that our current health care system wastes 30% of our resources--and it is our resources--not our employers, not our government. –Some experts believe that death from health care errors and safety problems is the third leading cause of death in the US. –It is rare for anyone to be able to tell you how much your care will cost--you, your insurer or the government. –Ironically good studies show that care that all agree is good care is usually only provided 60% of the time and it usually takes the health care system years to get it right for 90% of people.

What Consumers Can Do Play a role in changing the culture of care –More is not better –More expensive is not better –Don’t believe any health advertisement Understand how dollars are spent on their care Insist on alignment: Dollars must be spent on care that is good for you, not care that makes money for your doctor or hospital or drug company

Messages for Consumers Become better informed –ConsumerHealthChoices.org –Wikipedia Talk to your physician –If they refuse, find another physician Insist on all the information possible—before, during and after care If an error occurs insist it be corrected for others, don’t pay for it or anything associated with it

6 Our Flagship Campaign: Choosing Wisely

7 Choosing Wisely is an initiative of the ABIM Foundation to help physicians and patients engage in conversations about the overuse of tests and procedures and support physician efforts to help patients make smart and effective care choices. Consumer Reports leads consumer communication efforts for this campaign. Choosing Wisely

8 Medical Specialty Societies (CR Relationships/Contracts) 8 Societies which have released a Choosing Wisely list:Societies releasing a list in the Fall 2013 American Academy of Allergy, Asthma & Immunology American Academy of Family Physicians* American Academy of Hospice and Palliative Medicine American Academy of Neurology American Academy of Ophthalmology American Academy of Otolaryngology–Head and Neck Surgery American Academy of Pediatrics American College of Cardiology American College of Obstetricians and Gynecologists American College of Physicians American College of Radiology American College of Rheumatology American Gastroenterological Association American Geriatrics Society American Society of Clinical Oncology American Society for Clinical Pathology American Society of Echocardiography American Society of Nephrology American Society of Nuclear Cardiology American Urological Association Society of Cardiovascular Computed Tomography Society of Hospital Medicine Society of Nuclear Medicine and Molecular Imaging Society of Thoracic Surgeons Society for Vascular Medicine *Releasing a second list **Releasing a third list American Academy of Clinical Toxicology American Academy of Dermatology American Academy of Family Physicians** American Academy of Orthopaedic Surgeons American Association for Pediatric Ophthalmology and Strabismus American College of Chest Physicians American College of Emergency Physicians American College of Medical Toxicology American College of Rheumatology* American College of Surgeons American Geriatrics Society* American Headache Society AMDA – Dedicated to Long Term Care Medicine American Psychiatric Association American Society of Anesthesiologists American Society of Clinical Oncology* American Society of Hematology American Society for Radiation Oncology American Thoracic Society Commission on Cancer—a multidisciplinary program of the American College of Surgeons The Endocrine Society Heart Rhythm Society North American Spine Society Society of Cardiovascular Magnetic Resonance Society of Critical Care Medicine Society of General Internal Medicine Society of Gynecologic Oncology

Choosing Wisely Consumer Topics Allergy tests Antibiotics Bone density tests C-Sections Cancer tests & treatments Cardiac imaging Chest x-rays Colonoscopy EKGs/Stress tests Heartburn & GERD Imaging tests Kidney disease Painkillers Pap tests Spirometry for asthma Sinusitis +dozens more

Dozens of 2-Page Brochures (in plain English & Spanish)

11 Communications Strategy

CR Health Impact Program The CR Health Impact team was established 18 months ago to develop and disseminate resources for consumers to engage them in their health decision-making, educate them about their options, and empower them to lead healthier lives. We partner with leading health organizations to develop and package content in plain English and Spanish and distribute it free to 100 million consumers a year beyond CR readership (through employer groups, unions like SEIU, AARP, Wikipedia, and other partnerships).

Goals: Health Impact Program Use Consumer Reports’ strength in providing Ratings Center content and expertise to help consumers make better health care decisions… –Focus on themes of cost and appropriate use –Focus on Ratings for hospitals, doctors, drugs, preventive services, insurance plans, healthy living strategies & diets –Support grant-funded projects and related outreach Implement new business models including partnerships and social media to support distribution of Consumer Reports Health Ratings Center content beyond Consumer Reports’ traditional audiences and media products. Collaborate with selected partners on broad dissemination to mass market consumers, media, health-care opinion leaders, providers, nonprofits, and employers Innovate to reach and ENGAGE new audiences (women, lower- income, lower-literacy, Spanish-speaking, people ages 30-45—our traditional audiences are 45-65!) Innovate to compete in a rapidly changing marketplace and take advantage of newer channels, e.g. mobile, video, social media

CR’s Role in Health Decision-Making Consumer education  How to choose  What to look for  What to look out for  Shared decisions in health  Empowerment (smart shopper, smart patient) Comparisons (Ratings & Recommendations)  Features  Effectiveness  Quality  Safety  Performance Personalization/Localization (Digital Tools & Capabilities)  What’s right for me?  What is the experience of people like me?

CR Brand Promise and Health Impact Expert, independent, nonprofit: “Trust lives here” Our work is unbiased and science-based: “No one tests like we do” We serve only consumers: “We are on your side” We care about your health We have no commercial interests We take no ads We respect your privacy We help you save money We help you stay safe We help you find value We help you compare options We help you with actionable information We empower you to make the right choices for you We help you plan a better quality of life

16 Health Impact Consumer Partner Network Collaborators: –Create content, invent campaign, provide data. –Some samples: AARP, ABIMF, ACP, Healthcare Blue Book, NCQA, STS Partners: –Content distributors, assist in developing dissemination strategies, discuss methods of content development. –Choosing Wisely Partner Breakdown: Founding Partners: original partners from the launch National Partners and Specialty Societies: must have national reach, ability to reach 1 million consumers or be a specialty society Regional Partners: represent a regional distribution network Affiliates: –Organizations or others willing to distribute our content. –Must be willing to sign up for newsletter. –Must be willing to send us some level of metrics. Licensees: –For profit organizations which we sign license agreements with.

Partnerships June 2013

18 Communications Tools and Channels

Health Impact in CR Media Products ConsumerReports.org: Choosing Wisely and Best Buy Drugs Consumer Reports Magazine, CR on Health: Choosing Wisely and Best Buy Drugs

ConsumerHealthChoices.org 20

ConsumerHealthChoices.org

1.Best Buy Drug Reports (PDF) 2.Money Saving Guides for Prescription Drugs 3.What’s a Fair Price? Pamphlets in English 4.Choosing Wisely pamphlets in English (PDF) 5.Choosing Wisely pamphlets in Spanish (PDF) 6.High Value Care pamphlets in English/Spanish (Diabetes/Back Pain) 7.Special reprints of CR magazine health articles (PDF) 8.Special report “What to Reject When You’re Expecting” 9.Consumer Health Choices on YouTube 10.Consumer Health Choices Facebook page on Twitter for smart health consumers 12.Monthly Impact newsletter—contact Pamela Austin

Health Impact on Wikipedia

Health Impact on Univision.com

Health Impact on YouTube

Health Impact on Facebook

Health Impact on Twitter Consumer David: Consumers/ProvidersTara CR Health: Partners/Influentials

Newsletter to Partners & Influentials

Health Impact and Partner Events Wikimania Patient Expo with ACP Choosing Wisely launch with ABIMF Social Media Summit for Health Partners Selling Sickness Etc.

Health Impact and Share Your Story Stori.es page launched June 2013 Promoted by CU by to e-activist list Promoted on Consumer Health Choices Promoted on CRO Over 100 stories already

Health Impact Partner Landing Pages

Health Impact for Employers/Employees

National Business Coalition on Health and PBGH Employer Toolkit Articles from your employer More Equals Better? Not When it Comes to Your Health Caring for Others: Tips to Help You and Your Loved Ones Choosing Wisely: New Resources and New Information for Your Health Four Things that Would Surprise You About Health CareFour Things that Would Surprise You About Health Care Getting the Most Out of Your Preventive Care New Resources for You and Your Family’s HealthNew Resources for You and Your Family’s Health Three Health Care Treatments you May Not Need Three Reasons to Take a Notepad to Your Next Doctor Visit Tip sheets from Consumer Reports Asking Questions About Imaging Tests Asking Questions About Medical Tests Building Healthy Habits Communicating With Your Doctor Coping With Serious Illness Doctor-Patient Relationships Preventive Care Ten Ways to Reduce Your Drug Costs

Special Reports: “What’s A Fair Price?” 1.Brain MRI (Healthcare Blue Book) →Brain MRI (Healthcare Blue Book) → 2.Breast Augmentation (Healthcare Blue Book) →Breast Augmentation (Healthcare Blue Book) → 3.Breast Reduction (Healthcare Blue Book) →Breast Reduction (Healthcare Blue Book) → 4.Breast Reduction (Healthcare Blue Book)Breast Reduction (Healthcare Blue Book) 5.Chest X-Ray (Healthcare Blue Book) →Chest X-Ray (Healthcare Blue Book) → 6.Colonoscopy (Healthcare Blue Book) →Colonoscopy (Healthcare Blue Book) → 7.Complete Blood Count (Healthcare Blue Book) →Complete Blood Count (Healthcare Blue Book) → 8.Comprehensive Metabolic Panel (Healthcare Blue Book) →Comprehensive Metabolic Panel (Healthcare Blue Book) → 9.Fetal Ultrasound (Healthcare Blue Book) →Fetal Ultrasound (Healthcare Blue Book) → 10.Hip Replacement (Healthcare Blue Book) →Hip Replacement (Healthcare Blue Book) → 11.Hysterectomy (Healthcare Blue Book) →Hysterectomy (Healthcare Blue Book) → 12.Knee Arthroscopy (Healthcare Blue Book) →Knee Arthroscopy (Healthcare Blue Book) →

Special Reports: Safe Maternity Care

36 The most popular output so far: 5 Questions to Ask Your Doctor New video! Before you have any medical test or procedure, use these questions to start a conversation with your doctor about the tests, treatments, and procedures you need—and don’t need 1. Do I really need this test, treatment, or procedure? 2. What are the downsides? 3. Are there simpler, safer options? 4. What happens if I do nothing? 5. How much does it cost?

37 Poster and Wallet Card

38 What’s Next?

39 Health Impact Results In the past 12 months, Consumer Reports Health Impact content and messages have reached a verified 100 million consumers (not including billions of earned media impressions). Choosing Wisely was hailed as one of the top 10 health events of After 5 years of experimentation and learning, our impact on consumers and decision-makers is growing and our work is being recognized and put into practice.

40 Health Impact Innovation RWJ Foundation Grant to expand Choosing Wisely reach to patients through health systems, regional health collaboratives, specialty societies Securing new partners to reach vulnerable populations (children, African- American, other communities) Pursuing opportunities with other unions and faith-based organizations PSA video (to launch in Maine and available elsewhere on request) Developing new ways to engage consumers (requesting grant funding to support this)—brainstorming in progress for infographics, posters, apps Ongoing message testing, materials testing, concept testing New opportunities to reach consumers: Health Exchanges, EMR systems COLLABORATING WITH PEOPLE LIKE YOU!

41 Thank You! Tara Montgomery Director, Health Partnerships & Impact Consumer Reports Yonkers,