Leigh Calabrese-Eck, Director of Marketing, Eliza Corporation and Engage With Grace

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Understanding consumer attitudes, barriers, and
word-strings around advanced care
Eliza Corporation
June 2013

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OPPORTUNITIES AND CHALLENGES
Who’s having advanced care conversations? How can we further engage them?

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The good news
68.3%
29.3%
2.3%
Have you ever had conversations about end-of-life wishes
– either yours or someone’s you care about?

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The not-so-great news …
28.2%
55.6%
16.2%
If yes, did you complete any documentation
about this conversation?

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Now if we could only find it
34.7%
65.2%
If you did document your preferences, is it stored
somewhere that would be easy for a loved one or medical
staff to quickly find?

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Opportunity knocks
43.6%
32%
24.3%
Do you wish there were a tool, like a conversation
starter, that would make/would’ve made that
conversation easier?

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People will engage with their health plan on this topic
24.3%
18.9%
13.9%
11.6%
18.5%
5.8%
7.9%
If your health insurer offered resources to help you think
through and document your wishes, how likely would you
be to use these kinds of resources?

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And it’s the government’s responsibility
6.1%
1.5%
2.7%
8.1%
15.4%
10.8%
55.2%
How important do you think it is for the government to
make sure all active duty military members have their
end-of-life wishes documented so that in the case of a
medical emergency or serious illness they get the care
they want?

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Key considerations
 Targeting
o Health plan members
o Active duty military
 Messaging
o Record your preferences now – not when you’re sick
o Make sure others can find and honor your preferences

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WORD-STRINGS AND TERMINOLOGY
What words do people use to describe advanced care planning?

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 We asked for terms to describe roles:
o “Loved ones who care for them at the end of their lives” – we expected CAREGIVER and
heard…
o “Person they designate to make healthcare decisions on their behalf” – we expected
PROXY and heard…
Confusing, inconsistent terminology
Don't know Family Caregiver Caretaker Power of Attorney
%Responses
Family Don't Know Power of AttorneyBeneficiary/ Executor Caregiver Guardian
%Responses
48%
24% 21%
4% 3%
32% 30%
15% 11% 10%
2%

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 “Do you know what these terms mean?”
Depending on who you talk to

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“I’m concerned about final
expenses”
“the way that the doctors worded it
gave my father a lot of false hope”
“different departments need to
make sure that they are all giving
us the same message”
“have a regular conversation – not
just for the patient but for the
patient’s family as well”
“the doctor listened and wrote
down all her wishes”

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Key considerations
 Targeting
o The caregiving experience
o Families and spiritual advisors
 Messaging
o Start simple, and define terms as you go along
o Acknowledge the tradeoffs
— Being at peace ranks high for many key segments
— Independence is a key theme for men, while comfort wins among women

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CAREGIVERS AND HEALTH DATA
Connecting caregivers with the information they need

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Caregivers are eager to access online health data
60% of caregivers say it is important to their
choice of health insurance to be offered easy
access to PHI
Nearly 70% of caregivers say the ability to
access their own PHI without asking their
doctor is important

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Caregivers are eager to use online health data
Fewer than half of caregivers (48%) are
concerned about the safety and privacy of the
information in their online personal health
record; nearly one-quarter say they are not
concerned
Caregivers are more apt to take action on
health information found online without
speaking with a doctor

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Caregivers are more apt to be early adopters of technology

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Caregivers are more apt to access online and offline health
records

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Key considerations
 Targeting
o Caregivers
o Early adopters
 Messaging
o Empower yourself to understand and honor loved ones’ values
o Empower your family to understand and honor your values

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QUESTIONS?
LET ME ASK THE EXPERTS BACK HOME.