Consumer Reports Health Impact Empowering Consumers to Make Smart Decisions

1. 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

3. 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 15-20 years to get it right for 90% of people.

4. 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

5. 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 7

8. Medical Specialty Societies (CR Relationships/Contracts) 8 www.consumerhealthchoices.org

9. 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

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

11. Communications Strategy

12. 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).

13. 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

14. 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?

15. 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 email newsletter. • Must be willing to send us some level of metrics. • Licensees: • For profit organizations which we sign license agreements with.

17. Partnerships June 2013

18. Communications Tools and Channels

19. 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

20. ConsumerHealthChoices.org

21. ConsumerHealthChoices.org

22. ConsumerHealthChoices.org • Best Buy Drug Reports (PDF) • Money Saving Guides for Prescription Drugs • What’s a Fair Price? Pamphlets in English • Choosing Wisely pamphlets in English (PDF) • Choosing Wisely pamphlets in Spanish (PDF) • High Value Care pamphlets in English/Spanish (Diabetes/Back Pain) • Special reprints of CR magazine health articles (PDF) • Special report “What to Reject When You’re Expecting” • Consumer Health Choices on YouTube • Consumer Health Choices Facebook page • @ConsumerDavid on Twitter for smart health consumers • Monthly Impact email newsletter—contact Pamela Austin

23. Health Impact on Wikipedia

24. Health Impact on Univision.com

25. Health Impact on YouTube

26. Health Impact on Facebook

27. Health Impact on Twitter Consumer David: Consumers/Providers Tara CR Health: Partners/Influentials

28. Email Newsletter to Partners & Influentials

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

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

31. Health Impact Partner Landing Pages

32. Health Impact for Employers/Employees

33. National Business Coalition on Healthand PBGH Employer Toolkithttp://consumerhealthchoices.org/for-employees/ • 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 Care • Getting the Most Out of Your Preventive Care • New 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

34. Special Reports: “What’s A Fair Price?” • Brain MRI (Healthcare Blue Book) → • Breast Augmentation (Healthcare Blue Book) → • Breast Reduction (Healthcare Blue Book) → • Breast Reduction (Healthcare Blue Book) • Chest X-Ray (Healthcare Blue Book) → • Colonoscopy (Healthcare Blue Book) → • Complete Blood Count (Healthcare Blue Book) → • Comprehensive Metabolic Panel (Healthcare Blue Book) → • Fetal Ultrasound (Healthcare Blue Book) → • Hip Replacement (Healthcare Blue Book) → • Hysterectomy (Healthcare Blue Book) → • Knee Arthroscopy (Healthcare Blue Book) →

35. Special Reports: Safe Maternity Care

36. The most popular output so far:5 Questions to Ask Your Doctor New video! http://www.youtube.com/watch?v=8bAccWMfyHo 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? 36

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 2013. • 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, NY tmontgomery@consumer.org @TaraCRHealth www.ConsumerHealthChoices.org