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Real Appeal brought to you by UnitedHealthcare
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America’s weight problem is dangerous and expensive
Weight issues have reached epidemic proportions: 69% of U.S. adults are overweight or obese1 Being overweight can drive significant medical costs: Overweight and obese workers have medical claims that were seven times higher than their fit coworkers2 Health care cost directly related to excess pounds are estimated to double each decade, reaching $957 billion in 20303 Being overweight increases the risk of developing diseases: heart disease, Type 2 diabetes, hypertension, high blood pressure, sleep apnea4 For years, science has told us that a moderate weight reduction of 5 percent can have a material impact on health. Despite that rather simple science, developing a solution that empowers, informs and motivates a population to make that change has proven remarkably challenging. Employers across the country want to help their employees become healthier and reduce the risk of the onset of disease; however, both groups are disappointed with the options available to them to lose weight and improve health. The net result is that obesity and obesity-related illnesses such as diabetes, cardiovascular disease, stroke and cancers continue to dominate the top medical expense categories for large employers. Yet the onset and/or progression of diabetes and other disease states can be lowered if we can simply find a way to help people embrace a series of small steps proven to result in lasting lifestyle behavior changes. 1. Flegal et al., “Prevalence of obesity and trends in the distribution of body mass index among U.S. adults”; Journal of American Medical Association; Finklestein et al., “Obesity and Severe Obesity Forecast through 2030”; American Journal of Preventative Medicine; American Heart Association; “Overweight and Obesity: 2012 Statistical Fact Sheet”; January Centers for Disease Control and Prevention (CDC); “Vital Signs: Adult Obesity”; August 2010 2 © 2013 United HealthCare Services, Inc. Do not distribute or reproduce without express permission from UnitedHealth Group.
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Introducing Real Appeal
Proven Science Top-notch Entertainment Partnership in Communication Real Appeal combines science with direct-to-consumer marketing principles, including high quality entertainment that may help members lose weight, feel good and help prevent weight-related health conditions. A Real Appeal program empowers people, focuses on the individual, applies proven science in the real world, maximizes the power of the Internet with a human touch, and manages outcomes for success. We are dedicated to offering truly revolutionary healthcare programs for corporations and their employees. Our mission is to prevent and treat diseases related to lifestyle habits. We accomplish this by balancing clinically-proven science with engagement tactics in ways that are scalable for employers and inspiring for participants. Simply put, it is long-term behavior modification that results in disease prevention—and Real Appeal specializes in knowing how to get people to join in and stay with a program. We began with a deep understanding of what was needed, optimized what worked, removed everything that didn’t, and invented what was missing. Scalable Disease Prevention Goals Lasting Behavior Change Medical Savings Proprietary Information of UnitedHealth Group. Do not distribute or reproduce without express permission of UnitedHealth Group.
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Consumer approach to support weight loss
Invitation Universally applicable and empowering messaging engages the willing and captures those at risk. Enrollment Participants pre-enroll online and schedule a time for their personalization session. 1 2 Community Participants meet online for 52 weeks to watch, learn and laugh with their coach and private success group. Camaraderie helps drive sustained weight loss. Personalization A Real Appeal expert assesses appropriateness, readiness to commit, barriers and goals then tailors the program to each participant’s unique needs. More detail on how the program works, once they are enrolled: Weekly group sessions, delivered live over the internet by a coach Interactive, online group discussion with other participants One-on-one meetings weekly, or more often, if needed, with coach Specially trained weight loss coach tailors program to needs, preferences, attitudes and more of the participant Watch weekly internet TV mini-series featuring celebrities and health experts High-quality entertainment: tips on how to eat healthy and exercise in a sustainable and rewarding way. Printed books are available if online mini-series aren’t accessible Receive gadgets to help support personalized needs of participant (e.g. wireless scale, pedometer, measuring cups) Tools, based on participant need, to help achieve sustainable long-term weight loss Nutrition guide: meal plans, recipes, shopping lists, and tips to dine at home or at restaurants with healthy, sustainable eating habits Video workouts and fitness guide: cardio, resistance, balance, and stretching Track nutrition and exercise online or through mobile device Changing moods, cravings, feelings of satiety, exercise, food intake 4 3 5 6 7 Kit Participants receive tools to help them succeed. Coaching A coach is available to participants for one-to-one interactions. Tools A comprehensive suite of digital tools is available to support and track progress. Proprietary Information of UnitedHealth Group. Do not distribute or reproduce without express permission of UnitedHealth Group. 4
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Real Appeal Program Tiers
At-Risk Intensive Lifestyle Intervention (ILI) Not At-Risk Self-Directed Definition An intensive lifestyle intervention experience for individuals who will benefit from clinically relevant weight loss. Participate in up to 52 weeks of engaging, intensive, customized lifestyle support. A self-directed experience for individuals who are primarily healthy and do not medically qualify, but looking to lose a few pounds and maintain a healthy weight. Qualifications BMI ≥ 30 OR * BMI 25 to 29.9 with qualifying comorbidity BMI with no qualifying comorbidity Coaching 1:1 Customization call Group sessions with a live virtual coach and videos (20-30 class size) Customized 1:1 live coaching, telephone, secure messaging Real Appeal Answer Center Group sessions with a live virtual coach Messaging with coach View videos in the online library or DVD Supporting Tools 24/7 access to the secure portal Tips and tools for healthier living Online tracking tools (syncs with RA app, Jawbone, Fitbit) Box of supportive tools – Blender, scale, food scale, pedometer, portion plate, water bottle, measuring cups and spoons, session guide, nutrition guide, workout DVD Proprietary information of UnitedHealth Group. Do not distribute or reproduce without express permission of UnitedHealth Group.
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Results In the initial 6 months, Real Appeal enrolled more than 30,000 participants Our current cohort study is made up of about 10% of the enrolled participants within the initial 6 months. So far, after completion of the first phase of the program (16+ Weeks), this cohort has the following statistics*: 89% of the enrolled at risk participants have attended at least 1 session 60% of the at risk population are engaged 46% of engaged participants are on track for greater than 5% weight loss 92% of the engaged have lost weight 7.1 average pounds lost 4.84 Average consumer satisfaction on a scale out of 5 Real Appeal launched in July of 2015 and in the initial 6 months, enrolled more than 30,000 participants in the program. Following a cohort of 3,000 participants who medically qualified as at risk and who have completed the first 16+ weeks of the program 89% have attended at least 1 session 60% have attended at least 4 sessions 46% are on track for 5% or greater weight loss (of those that attended 4 sessions) Of the total population of at-risk participants: 92% that attended 4 sessions lost weight 7.1 average pounds lost 4.84 out of 5 consumer satisfaction score *We continue to monitor participants as they progress through the 52 week program. Definitions: Enrolled =Complete a personalization session and assigned a group. Engaged=Attended 4+ sessions. At Risk=Participant’s risk level according to USPSTF guidelines (BMI >30 or BMI or with a comorbidity) Proprietary Information of UnitedHealth Group. Do not distribute or reproduce without express permission of UnitedHealth Group.
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Pick up posters, handouts, etc at Real Appeal booth
Next Steps Connect with Bryan Engleson to develop a promotional plan for your agency Pick up posters, handouts, etc at Real Appeal booth Talk with everyone you know about the program!! Proprietary information of UnitedHealth Group. Do not distribute or reproduce without express permission of UnitedHealth Group.
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How is this different? Intensive multi-component intervention
Covers pre-diabetes and those with cardiovascular risk Entertaining and aspirational messaging versus academic or fear-based Science meets direct to consumer marketing techniques Intensive multi-component intervention is built to fulfill the United States Preventive Services Task Force (USPSTF) guidelines addressing diet, exercise, behaviors and willingness to change Qualification criteria includes both pre-diabetes and recent recommendations by USPSTF for obesity and overweight with cardiovascular risk Messaging is entertaining and aspirational, unlike many programs where content is academic and/or fear-based Program is designed using science and direct-to-consumer marketing techniques to create a program that engages participants Fully immersive and interactive experience through gadgets, entertainment, group sessions, 1:1 coaching and robust online tools Programs covering weight loss and management are often 6-month in length. This year-long program ensures we support people through holidays, season changes and help them ensure lifestyle changes stick Pay for results versus pay for session attendance Fully immersive and interactive experience Year-long program Proprietary Information of UnitedHealth Group. Do not distribute or reproduce without express permission of UnitedHealth Group.
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