Health
50+
Consumer Marketing Health & Wellness P. 1
Abstract
In this white paper we seek to promote the benefits of preventative health care and introduce an interactive business plan tailor made to address the preventative needs of 50+ consumers. A well balanced preventative health care program should address aspects of diet/nutrition, exercise, and routine doctor visits. According to the President’s Council on Fitness, Sports, and Nutrition (2013) there are roughly 78 million obese adults in the United States. In addition, according to the Centers for Disease Control and Prevention and National Center for Injury Prevention and Control (CDC, 2012c), the 65+ population experienced direct medical costs of over $19 billion for fall injuries in 2000. Lastly, results from the Centers for Disease Control (CDC) and Prevention’s National Ambulatory Medical Care Survey revealed that over 50% of doctor visits in 2001 were from people over the age of 45. It is apparent that there is a need for an integrated preventative health care package. There is a need for an integrated preventative health care program for Baby Boomers, and in response we have designed an interactive and fully customizable online tool, Leading Edge, to promote client convenience and efficiency in the preventative health care process.
Introduction
Problem Statement
Preventative health care is a crucial component of a healthy life. According to the World Research Foundation (2013), preventative health care is a proactive decision. Preventative health care, as the name implies, is meant to be utilized prior to the necessity of medical attention.
The benefits of preventative health care cannot be overstated; however, convenience remains a major factor. For example, how likely is an individual to stay committed to a preventative health care program that only offers a limited selection of activities, little to no customization, and a complex/confusing user experience? The problem is that 50+ consumers do not have the opportunity to participate in a fully interactive, integrated, and customizable preventative health care program.
Why is preventative health care so important? According to the World Research Foundation (2013), three benefits of preventative health care include illness prevention, immediate illness treatment, and financial savings. Preventative activities, prior to the emergence of illnesses, can safeguard the human body against the onslaught of some illnesses. In addition, catching and responding to illnesses immediately dramatically improves the likelihood of a full return to health. Finally, the financial burden of medical care is huge. A well planned preventative program can reap huge long term financial benefits.
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All information about data from focus group and other sources of primary and secondary resources is available in the call-out box “About the Research” located in Appendix A. From the focus group data, “prevention” was found to be a topic of utmost importance. For example, when selecting a new doctor, board certification in preventative medicine and the ability to keep patients well were among the criteria discussed. In addition, maintenance of health
and convenience were considered to be extremely important to healthcare. Further research indicated diseases and financial challenges were prevalent issues emerging during the aging process. Disease avoidance was mentioned as an indicator of a healthy lifestyle. The proposed solution (following) addresses many of the previously listed concerns.
Proposed Solution INTRODUCTION OF SOLUTION
The proposed solution entails the design and execution of a preventative health care program targeted to 50+ consumers. The program will be offered direct to consumers as opposed to through insurance or government intermediaries. The program will be fully interactive, integrated, and customizable in order to maximize the benefits provided to consumers. The program will be composed of three primary subjects including diet/nutrition, physical activity, and routine doctor visits.
OVERVIEW
I. Nutrition
According to the Centers for Disease Control and Prevention (2012b), there are six primary components of nutrition including: food groups, water, vitamins and minerals, dietary fat, protein, and carbohydrates. There are five food groups which represent the foundation for a healthy diet. First, the five key food groups include fruits, vegetables, dairy, grains, and protein foods. The optimal consumption level for each food group is variable based on a number of factors including physical activity, gender, and age. A “food plan” can be designed to promote healthy food group choices and portions. Second, water facilitates waste removal, safeguards body tissue, assists joints, and moderates body temperature. In addition, water is essential for dehydration prevention. It is critical to maintain the body’s supply of water as water is constantly lost throughout the day (CDC, 2012b). Third, vitamins and minerals are essential for healthy growth and development. A balanced diet can provide the essential vitamins and minerals necessary to maintain a healthy lifestyle. Vitamins are created by animals or plants (organic), while minerals are created by the earth (inorganic) (CDC, 2012b).
Fourth, fats are crucial for nutritional health, however, not all fats are created equal. For example, monounsaturated and polyunsaturated fats are “healthier” than saturated fats, cholesterol, and trans fats. Adults over the age of nineteen should only consume fats up to 35% of total calorie intake (CDC, 2012b). Fifth, post consumption, protein is broken down into amino acids and used to replace the bodies lost proteins. Organs, tissues, and cells are all composed of proteins. Adult men and women require approximately 56 and 46 grams of protein per day, respectively (CDC, 2012b). Sixth, carbohydrates are used to make glucose which essentially “powers” the human body. There are two primary types of carbohydrates simple carbohydrates and complex carbohydrates (dietary fiber and starch). Adult males and females, ages 51+, require approximately 28 and 22 grams of fiber, respectively (CDC, 2012b). According to the United States Department of Agriculture (2013), a balanced diet composed of the five food groups offers a variety of health benefits. Fruits and vegetables can aid in reducing the risk of some cancers, heart disease (heart attack and stroke), obesity/type 2 diabetes, and kidney stones. In addition, fruits and vegetables can assist in lowering blood pressure and cutting bone loss. Appropriate dairy consumption can mitigate the risk of cardiovascular disease and osteoporosis. In addition, dairy is associated with healthy bones. Some of the benefits of consuming grains include establishing a healthy body weight and decreasing constipation. Grains have also been found to be beneficial prior to and during pregnancy. Protein foods, such as fish, meat, eggs, and nuts, serve to provide the body with protein, iron, zinc, B and E vitamins, and magnesium which work to keep the human body healthy. According to Nutrition.gov (2013), life stages are divided into six groups including infant, child, adolescent, man, woman, and senior. Nutrition.gov (2013) provides health and nutrition tips for each of the six life stages. This segmentation of life stages may imply that nutritional needs, similar to health needs, change throughout the aging process. As such, it is important for individuals to understand and meet the nutritional needs of the life stage they are in including Baby Boomers.
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COMPONENTS OF NUTRITION FIGURE 1
1. Food Groups 2. Water 3. Vitamins & Minerals 4. Dietary Fat 5. Protein 6. Carbohydrates Source: CDC, 2012b
FOCUS GROUP DATA Our focus group participants perceived “diet” to be a critical component of a healthy lifestyle. There are three main diet related issues including: diet composition, food safety, and the American diet. First, diet composition relates to what an individual consumes (e.g. foods/ beverages). For example, a plant based diet was found to be an individually specific method of remaining healthy. In addition, a “moderate” level of alcohol consumption was deemed appropriate for a healthy lifestyle. Second, food safety was a hot topic and the example of antibiotics being given to cattle was brought up in the conversation. Third, the American diet on aggregate was thought to be of major concern primarily due to the consumption of processed food. This data shows that consumers are aware of the impact of diet and nutrition. For example, diet was listed as one of the most important factors related to maintaining a healthy lifestyle. The question remains, how can the American diet be improved? MARKET OPPORTUNITY According to the President’s Council on Fitness, Sports, and Nutrition (2013), approximately 78 million adults in the United States are considered obese. It is estimated that roughly 115 million adults (50% of adults in the United States) will be obese by the year 2030. The obesity epidemic composes between 16 to 18 percent of the United States’ total health care costs which equates to $150 billion per year. By the year 2018 the costs of obesity are projected to skyrocket to $344 billion annually.
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These statistics are alarming and if ignored could become far worse. Nutritional factors are becoming trends and staples of American society. Poor nutrition is single handedly wreaking havoc on America’s health care system and economy. In addition, as nutritional statistics decline so too does optimism for a healthy country. SOLUTION In order to combat poor nutritional practices it is important to be equipped with the knowledge of how to maintain a healthy diet. According to Segal and Kemp (2012), a balanced diet can help promote healthy living. Seniors should consume about 1.5 to 2 servings of fruits and 2 to 2.5 cups of vegetables every day. Seniors should also consume 1,200 mg of calcium (dairy products) and 6 to 7 ounces of grains each day. Finally, it is recommended that seniors consume 0.5 grams of protein for each pound the individual weighs. Helpguide.org (Segal and Kemp, 2012) also provides a few tips for staying healthy including increasing fiber, decreasing sodium, and managing carbohydrates. Fiber is great for preventing the risk of disease and limiting constipation. In addition, fiber can help individuals feel fuller. A reduction in sodium intake can work to reduce high blood pressure and the retention of water. Lastly, it is important to avoid simple carbohydrates and choose complex carbohydrates instead. Simple carbohydrates can increase blood sugar levels while complex carbohydrates steady insulin levels. So why should consumers worry about diet and nutrition? What are the underlying benefits? According to Segal and Kemp (2012), proper nutrition affects mental and physical health. Proper nutrition benefits mental health
by reducing the risk of Alzheimer’s disease and assisting with mental acuity. The physical benefits of proper nutrition include keeping the body operating properly and disease prevention. Proper nutrition can reduce the onslaught of multiple diseases including high blood pressure, heart disease, and stroke. While nutrition is only a component of a healthy lifestyle, its importance cannot be understated. Nutrition can be thought of as the foundation of a healthy lifestyle. Without a strong and steady foundation everything else that lies above is at risk of collapsing on top of itself. Nutrition is the origin of building and maintaining a healthy lifestyle.
BALANCED DIET FIGURE 2
Fruits Vegetables Calcium (dairy) Grain Protein
1.5 to 2 servings 2 to 2.5 cups 1,200 mg 6 to 7 ounces 0.5 grams Source: Segal and Kemp, 2012
HEALTH TIPS FIGURE 3
1. Increase Fiber 2. Decrease Sodium 3. Manage Carbohydrates Source: Segal and Kemp, 2012
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II. Exercise OVERVIEW Exercise is an important component for stabilizing health. Regardless of age, exercise is a vital measure to fight against the aging process. Aerobic exercise is important for older adults because it works to improve or stabilize heart and lung function. Aerobic exercise allows more efficient blood pumping and better breathing regulation. As the body ages lung tissue elasticity can become rigid, making it more difficult to get enough air into the body. The same is true of the tissues that make up the walls of the veins and arteries which can restrict blood flow throughout the body if too rigid. Aerobic exercise prolongs, or in some occasions reverses, this process. Strength and conditioning exercises improve or stabilize muscle strength much in the same way as aerobic exercises. There is the added bonus of helping resist bone density loss and improving the strength of muscles that are essential to maintaining balance. It is clear that regular monitored exercise for older adults will lend itself to keeping them physically healthy and able. Apart from the physical benefits of exercise, there are psychosocial benefits as well; especially when exercising in groups. It is well known that exercise benefits the brain by reducing depression, but group exercise for older adults also adds a beneficial social dynamic. Overall, exercise rewards older adults and society by reducing the number of emergency rooms visits for “preventable� problems. FOCUS GROUP DATA Our focus group unanimously agreed that exercise was a key factor in maintaining and improving health and wellness. The focus group participants understood that exercise would reduce reliance on emergency visits and caretakers (Focus Group Research, 2013; Appendix A). The motivation to exercise is apparent, however, the knowledge of what exercises to perform was lacking. This is important because older adults cannot be given the same exercises as everyone else due to the restrictions that come with biological aging. Another import focus group topic was the desire to socialize. Exercise with another person, or multiple people, can be inspiring if those people are from the same generation. According to author Dan Buettner (2011), one of the secrets to thriving in old age is to build a social network. Clearly the psychosocial aspects of aging warrant equal attention to the biological aspects, and group fitness programs fit that niche.
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MARKET OPPORTUNITY Older adults represent 1/3 of the population in the United States and control about 3/4 of the wealth (Lienweber, 2001). The 50+ demographic is the largest demographic in history (90 million) and will be for the next 50 years. These consumers have $2.4 trillion in annual income and spend $2 trillion on goods and services each year. The last of the Boomer population will reach age 65 in 2029 (Mallers, 2013a). As individuals age physical activity not only fills free time, but it is useful for remaining healthy as well. Exercise is important for staying healthy, but it is also important for preventing falls which is the primary reason for injuries among adults aged 50+ (Appendix B). In addition, 2.4 million non-fatal fall injuries among older adults were treated by emergency departments in 2009. More than 662,000 of these patients had to be hospitalized, according to the Centers for Disease Control and Prevention and National Center for Injury Prevention and Control. The Centers for Disease Control and Prevention and National Center for Injury Prevention and Control also reported that in 2000 the total direct medical costs of all fall injuries for people aged 65 and older exceeded $19 billion (CDC, 2012a). The National Institute of Aging (NIA) encourages all older adults to be involved in some sort of physical activity in order to decrease the likelihood of a fall occurring while promoting the quality of life (NIA, 2009). The American College of Sports Medicine and the American Heart Association published a guideline, specifically for older adults, in order to provide insight into how much and what type of exercise was recommended (Nelson, et al., 2007). Older adults generally enjoy engaging in physical activity with those of similar ages as opposed to the younger crowds found at typical fitness centers. Group fitness programs that are designed for older adults not only attract customers for the physical benefits, but also for the opportunity to create social networks that can be extended beyond the program (Beauchamp et al., 2007). SOLUTION Leading Edge would have knowledge of fitness programs specifically designed for older adults and the clients would be given specific information (i.e. location, instructor qualification, program requirements, etc.) and the enrollment decision. Once a program is chosen, the primary care physician would be required to sign a medical clearance form which would indicate that the client is capable of performing the physical tasks required. Once clearance has been given an assessment will be made that quantifies the client’s strength, cardio-respiratory fitness, flexibility, and balance by the instructor using the Senior Fitness Test developed by Dr. R. Rickli and Dr. C.J. Jones (2001). Also, an
assessment of all dimensions of balance will be performed using the Fullerton Advanced Balance Scale created by Dr. D. Rose (2010). From these assessments the instructor of the fitness class will be informed about the areas that need the most attention. This also helps the instructor tailor the fitness regimen for the client, because there is no homogeneity among older adults. A detailed workout card will inform the client which exercise to perform, how much resistance to use (if it is a resistance exercise), and the duration (time for aerobic and balance, repetitions and sets for strength) of the exercise. Progress can be closely monitored while providing indications of health—which can be shared with the primary care physician. Each workout card could record two to three months of information, depending on how frequently the client attends the program (i.e. 2, 3, or more days a week). Bi-annual assessments will be made (the same assessments performed prior to the start of the program) in order to monitor growth and to make adjustments as needed. Regular exercise, especially to improve balance, has proven to reduce falls which in turn reduces the amount of hospitalization expenses for older adults. Not only does regular exercise reduce the probability of falls, but it is also known to foster quicker recover. Group fitness programs for older adults also provide the opportunity for clients to socialize with individuals of a similar age. Research shows that older adults prefer to engage in physical activity in groups of people their own age (Beauchamp et al., 2007). Socializing with peers feeds the need of older adults to interact with one another thereby promoting higher brain function and providing encouragement to continue with the program. It is no wonder that social connections play such a vital role in the communities that have a thriving older adult population. In essence, the program is about taking care of the biopsycho-social well-being of older adults (Mallers, 2013b).
III. Routine Doctor Visits OVERVIEW It has been said that older adults do not identify themselves as appropriate participants in preventive health care programs. Perhaps this attitude can be changed through education by expressing that prevention is about encouraging healthy habits that can delay the development of diseases that are not yet present. Many insurance companies have increasingly been covering preventive care initiatives such as annual checkups and recommended immunizations as well as mammograms. Of course, individuals can take control of their own health by eating well and exercising, resulting in fewer doctor visits. With the current economic downturn, numerous people have scaled back on trips to the doctor, dentist, and other health care professionals. Cutting back on things like routine checkups can seem like a cost-saving measure in the short run, but in fact, it is generally more expensive in the long run. Regular doctor visits are helpful in terms of illness prevention because if symptoms/illnesses are not noticed early they can become exponentially worse and more expensive over time. FOCUS GROUP DATA According to our focus group participants, one of the most important components of the health care industry is finding a responsible doctor with a great personality who can keep his/her patients well. In addition, a doctor board certified in preventative medicine was desired. As the Baby Boomers age, their family or specialist physicians age as well. Therefore, replacing doctors that patients have been seeing
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for years becomes a huge burden. This can largely be attributed to the fact that the former physician was aware of the patients’ medical history and background. Moreover, the level of trust and comfort in terms of privacy between doctor and patient were built over many years. Finding a new doctor is not an easy task, however, it is manageable. MARKET OPPORTUNITY As individuals age the number of doctor visits generally increase. Baby Boomers are consulting more often and earlier in life and they are more health conscious with higher expectations from health care. Nowadays, many people take a more proactive role in managing their health. According to a recent report from the Centers for Disease Control (CDC) and Prevention’s National Ambulatory Medical Care Survey, over half of all patients who visited a doctor in 2001 were over age 45. The number of people over age 45 rose 11 percent during the past decade. Seniors and older Baby Boomers are visiting the doctor more often to manage multiple chronic conditions, obtain newly available drugs, and seek preventive care. The CDC emphasized that in 2001 the main diagnosis included high blood pressure, arthritis and related joint disorders, the common cold, and diabetes. The percent of diabetes based visits increased by 63 percent between 1992 and 2001. Diabetes was the primary diagnosis at 27 million doctor visits in 2001. Only 16 percent of doctor visits were for preventive care. Of people between the age of 15-44, women were twice as likely as men to have preventive care visits (Anon., 2003). This demonstrates a huge market opportunity as people are becoming more conscious about their health. Those without insurance were less likely to see their physician for preventive care because it was more expensive for them to afford this type of out of pocket cost. These statistics have a major implication for planning and delivering a system that can satisfy the aging generation’s wants and needs in terms of costs, convenience, and benefits. Consumers can utilize websites, blogs, and online magazines to search for a variety of information about health related topics. Consumers can also visit doctors and pharmacists or listen to the radio and watch television. In fact, there is an abundance of information about health related topics coming through multiple channels. Focalyst (2007) surveyed 30,000 Boomers (born between 1946 and 1964) and found that they are paying attention and using a variety of health-related sources. Doctors remain the most frequently used source for advice and information, but other sources such as websites are consulted as well (Focalyst, 2007). According to recent studies from the American Journal of Public Health, based on 13,038 community-dwelling
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elderly persons from 2002 to 2005, elderly persons living with a spouse were more engaged in all preventive care services including influenza vaccination, physical and dental checkups, and screenings for cholesterol than those living alone. Therefore, preventive care should not only be targeted at elderly persons who live alone but also those living with adult offspring (Lau & Kirby, 2009). Targeting these types of consumers can certainly increase the number of enrollments from elderly person’s significant others as well. The United States population between the ages of 45 and 64 is expected to increase to more than 84 million by 2020. This group has the most rapid change in vision, frequent eye examinations, and can afford to buy multiple pairs of glasses and contact lenses. In addition, this group is at a higher risk for diabetes, which can cause deteriorating vision, requiring more care (Optometrists Industry Profile, 2013). According to the Optometrists Industry Profile (2013), the aging American is considered to be the primary customer demographic. This represents a huge market opportunity for optometrists. Dental care for the 50+ consumer is very important because with continued dental care many health problems can be avoided (i.e., tooth loss, gum disease, mouth cancer). Moreover, a person can definitely enjoy their food better and have a happier lifestyle because they can show off their bright smile every day. SOLUTION Many health benefits can be derived from regular doctor visits. Regular doctor visits represent a valuable opportunity for doctors because they can gather useful information about their patients for future diagnoses and treatments. In addition, regular doctor visits can provide patients with peace of mind because they know that they are healthy. Even cost conscious consumers and consumers with busy lifestyles can take advantage of regular doctor visits via the internet where they can call or email doctors in regards to minor issues. Those virtual routine checkups can help prevent problems from getting bigger. In fact, they have been broadly incorporated at major health care providers such as Kaiser Permanente. When visiting the doctor it is best for the elderly to identify all primary health and wellness concerns along with listing (in detail) family medical history and history of illnesses. In addition, the elderly need to address the potential for metabolic syndrome which increases the risk of developing diabetes and cardiovascular disease which can be easily diagnosed through cholesterol or blood pressure readings. Early detection of chronic diseases such as heart disease, cancer, and diabetes can be identified through early screenings. Talking to general doctors about a schedule of recommended preventive screenings can help identify chronic diseases even
before they become symptomatic. Regular doctor visits often create a good and confidential doctor patient relationship that can facilitate discussion about dangerous habits or lifestyle choices. Issues should routinely be addressed include tobacco use, alcohol intake, eating disorders, and medication overuse. Those sensitive topics can impose significant medical implications during the exam. As Baby Boomers enter retirement, one of their greatest desires is to travel which has been put off for many years. Travel includes everything from visiting grandchild in other states to a grand overseas adventure. It is necessary for the elderly to consider a pretravel exam four to six weeks before traveling. It is important that doctors are honest about any patient limitations and might want to prescribe vaccinations. Due to the fact that the elderly
do not recover as quickly and easily as younger patients, prevention becomes even more important. A stress free mindset can significantly impact a person’s physical well-being. Aging consumers will likely be exposed to stress, anxiety, and depression (just like other groups) when dealing with social aging (e.g. becoming a grandparents, retirement, financial difficulties, or family illness). The symptoms of anxiety, irritability, and tension can and should be addressed early through psychologist visits.
Business Plan for Leading Edge PURPOSE
Support Nutrition
In order to fit the health and wellness needs of 50+ consumers, we are proposing an online tool so that consumers are empowered to learn and explore fitness, become educated about proper nutrition, and become proactive in their health and wellness needs. See Appendices A through G.
–– Healthy nutrition information
PRODUCT DESCRIPTION
–– Industry expert blogs and medical advice (articles)
We chose the name Leading Edge (www.leadingedgeboomers.com) because Baby Boomers are known as a group that is on the leading edge; a group that has more access now than ever before to subjects such as technology, health care, and rapidly innovated every day products .
–– O nline portal will allow client to track nutritional information, eating patterns, calorie consumption, and goals
Leading Edge will be accessed from the web and/or an application (for smart phones). Users will have access to health information, diet and exercise plans, and based on their zip code, they will be able to join community groups and receive notifications about local events. The second layer of the website will require a login. Users will have the ability to input a personal profile. This information will be used to track progress and to automatically set up reminders (ex. Annual doctor appointments).
PROJECT SCOPE Leading Edge will operate via the web. There are no required changes to existing hardware (computer and phone) requirements. The scope of the project includes the features to be delivered in this version of software.
–– Nutrition information specific to the 50+ group –– Easy to follow food plans –– E ducation about the effects of good eating habits, and poor eating habits
Support Exercise –– Education about appropriate exercise –– Exercise routines –– Information about falls and balance –– P ortal will eventually link up to gym scanners (ex. 24 Hour Fitness), so that clients can manage their account, and their physicians can monitor their progress (phase 2, when doctors will have access/integration with the site) Support Routine Doctors Appointments –– E ducation about importance of age specific exams (mammograms, annual exams, colonoscopy, as well as appointments specific to client – specialists, etc.) –– O nline portal will track prescription information, and drug interactions –– O nline portal will track appointments – for example, after entering your annual check up, you will receive an email and notifications from your login portal to make an appointment, and follow up appointments with any of the client’s providers
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“
Live to live well, find your passion, follow your dreams, and embrace wellness”
PRODUCT DEVELOPMENT
—CHRISTOPHER ADRIAN
REQUIREMENTS
In order to develop the website, we will work with a third party. They will be responsible for building the site and the client login technology.
The customer will need to have a computer or smart phone, and will need to have Internet access (Wi-Fi or standard) or 3G capability.
COMPETITIVE OVERVIEW
TARGET MARKET
The following competitors have a similar product; however, they have not integrated the information and technology that Leading Edge has provided to its target market.
In Phase 1, we will target all consumers that are 50+ years old. We will also target their spouses and caregivers. During Phase 2, we will expand the target to include health care providers (physicians) and health care companies (ex. Blue Cross and Kaiser).
–– WebMD –– AARP
PROMOTION
–– USA.gov
This product will be advertised in AARP magazines and online, as well as senior centers, and within the local government health department and senior service divisions. We will offer a discount rate for more than one account per household ($10 for add-on members in the same home).
CUSTOMER VALUE & SELLING PROPOSITION The program will be fully interactive, integrated, and customizable in order to maximize the benefits provided to customers.
PRODUCT SUPPORT Routine maintenance will need to be performed, along with upgrades to the software and application.
STAFFING REQUIREMENTS In the first year of operation most of the work will be outsourced to a third party; however, the business will require 2 full time staff. These individuals will need to work to scope out a company to build the website, work with agencies to promote the service, and work with agencies to obtain customers that will advertise on the site.
FINANCIAL There will be a monthly membership fee of $15, additional members in the household can add on to the account for $10. For income statements for the first 2 years, see appendix G.
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There will be advertising space on the website. This will be a way to expose clients to services, as well as provide advertising dollars to Leading Edge so that thet can keep subscription costs low.
REWARDS & RECOGNITION The Baby Boomer generation is all about rewards and recognition. In order to make Leading Edge more appealing and create additional accountability, users will receive rewards based on: whether they are following food and exercise plans, how often they log-in, whether they are following up with their doctors, and taking quizzes following reading up on an important health issues. They will earn a certain amount of points per task, and will be able to use those points on purchases and/or discounts from certain sponsors of the site. For example, for creating a reminder for an annual appointment, they will receive 50 points, which is good for $5 towards their Trader Joe’s purchase. They will be recognized (unless they opt out) by a scrolling feed on the side of the page. “Sally earned her $5 reward for creating her follow-up appointment – Way to go Sally!”
LEADING EDGE Phase 1
Phase 2
FEATURES
Support Nutrition • Healthy nutrition information • Nutrition information specific to the 50+ group • Easy to follow food plans • Education about the effects of good eating habits, and poor eating habits • Industry expert blogs and medical advice (articles) • Online portal will allow client to track nutritional information, eating patterns, calorie consumption, and goals • Support Exercise • Education about appropriate exercise Exercise Routines • Information about falls and balance • Portal will eventually link up to gym scanners (ex. 24 Hour Fitness), so that clients can manage their account, and their physicians can monitor their progress (phase 2, when doctors will have access/integration with the site) Support Routine Doctors Appointments • Education about importance of age specific exams (mammograms, annual exams, colonoscopy, as well as appointments specific to client - specialists, etc.) • Online portal will track prescription information, and drug interactions • Online portal will track appointments - for example, after entering your annual chdck up, you will receive an email and notifications from your login portal to make an appointment, and follow up appointments with any of the client’s providers
All of Phase 1 features plus: • Back end module that will allow doctors to send push notifications to patients • Allows doctors to have better/more contact with patients • Patients will be able to send doctor emails and schedule appointments
TARGET CUSTOMER
Consumer 50+, their spouses and caregivers/caretakers
Same as Phase 1, and an addition, we will target healthcare providers (ex. Blue Cross) and medical groups (ex. Kaiser)
FUTURE DIRECTION/LONG-TERM FOCUS The future focus of Leading Edge is to expand the product offering to include a greater emphasis on “social health” (Appendix D). For example, Leading Edge could coordinate and execute social activities such as casino nights, ballroom dancing, and interest based activities (e.g. sewing clubs or fishing excursions). Leading Edge would need to address issues such as communication, transportation, facilities, and costs. Despite the obstacles, a social health emphasis is expected to greatly enrich the lives and enhance the experiences of Leading Edge’s customers. RESULTS/CONCLUSION The objective of the preventative health care program is three-fold: create awareness, promote participation, and reap social benefits. Awareness refers to a widespread knowledge and understanding of the benefits associated with preventative health care. Awareness can be achieved through advertising initiatives such as television commercials, radio, online (social media), public relations (press releases/news coverage), and word of mouth campaigns among others. Participation refers to widespread participation in preventative care. Participation can be encouraged by offering short-term promotions as well as rewards (e.g., discounts) and recognition. Social benefits refer to a healthier aggregate population (longer/more fulfilling life), less reliance on the medical system, and an overall decrease in healthcare costs.
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Appendices APPENDIX A Focus Group Responses What constitutes a healthy lifestyle? • Diet, exercise, no smoking, and moderate drinking • Low stress • Avoid disease • Engaged in life (social) »» Marriage How do you feel about the healthcare industry? • Opinions »» One national insurer desired • Medical systems »» Improvement – store medical records • System is worrisome What products/services are key to maintaining a healthy lifestyle? • Safe food (FDA does not protect us) • Safe vaccines »» No preservatives • Fitness club memberships (e.g. YMCA membership – Silver Sneakers) • Senior centers (opportunities to interact) • Transportation What do you do to stay healthy? • Individual in needs »» Plant based diet »» Daily exercise (strength/conditioning) »» Interaction • Sleep (chemically induced?) • Happiness and health »» Family/relationships • Laughter/sense of humor • Individual chemistry (genetics) • Stay active/engaged »» OLLI – take classes etc.
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What challenges do you face as you age? • Diseases/health issues »» Dementia/Alzheimer’s »» Osteoarthritis • Unable to do things that you used to be able to do »» Adjustments and acceptance • Mental incapacity • Do things slower »» Walk, think, etc. »» Need to plan ahead • Lose support system »» Affects mental well being • Younger world doesn’t relate • Financial challenges • What ifs »» Who is your advocate if you don’t have a spouse or relatives *What is most important to healthcare?* • The ability to continue receiving necessary medications • Finding a new doctor »» Interview – personality is key »» Personal responsibility and board certified in preventative medicine »» Someone who can keep “you” well • Convenience/security »» Will not follow up if not convenient • Maintenance of health »» Continue lifestyle with system in place *What is most important to maintaining a healthy lifestyle?* • Activity (e.g. exercise/aerobics), passion, and diet
APPENDIX B: NON-FATAL/UNINTENTIONAL INJURY TABLE Age Groups Rank
45-54
55-64
65+
All Ages
1
Unintentional Fall 884,676
Unintentional Fall 760,397
Unintentional Fall 1,681,621
Unintentional Fall 8,054,336
2
Unintentional Overexertion 487,348
Unintentional Overexertion 247,676
Unintentional Struck by/Against 244,257
Unintentional Struck by/Against 4,466,554
3
Unintentional Struck by/Against 419,977
Unintentional Struck by/Against 247,094
Unintentional Overexertion 184,685
Unintentional Overexertion 3,375,054
4
Unintentional MVOccupant 356,182
Unintentional MVOccupant 213,830
Unintentional MVOccupant 158,190
Unintentional MVOccupant 2,474,858
5
Unintentional Cut/ Pierce 283,977
Unintentional Cut/ Pierce 186,948
Unintentional Cut/ Pierce 142,488
Unintentional Cut/ Pierce 2,093,866
Produced By: Office of Statistics and Programming, National Center for Injury Prevention and Control, CDC (2012c) Data Source: NEISS All Injury Program operated by the Consumer Product Safety Commission (CPSC)
APPENDIX C: INDEPENDENT VS. DEPENDENT CUSTOMERS Independent Customers: Independent customers are customers who purchase Leading Edge’s preventative healthcare package for themselves by themselves. These customers generally manage their own finances, transportation, and shopping. In addition, these customers are generally relatively healthy and experience few major limitations. These customers are generally proactive, social, and relatively health conscious. Dependent Customers: Dependent customers generally have Leading Edge’s preventative healthcare package purchased for them by friends, relatives, or health employees (e.g. social workers, counselors etc.). Dependent customers generally need assistance managing finances, transportation, and shopping. Dependent customers may experience chronic diseases and require heavy medical attention. Relatives or health employees may need to take primary responsibility over dependent customers’ interactive online profile in order to ensure maximum effectiveness. Full-time account counselors who manage dependent customers’ accounts, arrange transportation, and checkin weekly may provide a possible future opportunity for Leading Edge.
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APPENDIX D: SOCIAL HEALTH OPPORTUNITIES Interest Based Activities: 1. Sports Activities A. Slow-pitch softball B. Golf C. Bowling B. Playoff viewing parties – E.g. Super Bowl, NBA Finals, World Series etc. C. Group trips to sporting events – E.g. Dodgers opening day baseball game 2. Themed Activities A. Casino night B. Ballroom Dancing C. Drive-in movie night D. Holiday themed events – E.g. Christmas decoration viewing in December 3. Interest Specific Activities A. Sewing clubs B. Fishing/camping/hunting excursions C. Book clubs The primary objective of social health based activities would be to “enrich lives” through social interaction. For example, if individuals remain socially active perhaps they will be more motivated to manage their health as well.
APPENDIX E: MARKETING MIX Price: $15/month membership fee (same household additions $10/month/person) Product: Interactive, integrated, and customizable preventative healthcare package 1. Diet/nutrition 2. Exercise 3. Routine doctor visits Leading Edge is providing an online tool useful for gathering information and resources. In addition, medical history, medications, and symptoms/illnesses can be recorded and organized for later use Place: Online/virtual package
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Promotion: Online, magazines, clinics, and government facilities People: 1. Customer service representatives/employees 2. Other members 3. Third party members/employees (e.g. health clubs/doctor offices) Process: Interactive online database designed for simplicity and convenience Physical Evidence: 1. Online/database interaction 2. Advertisements 3. Third party personal interactions
APPENDIX F: OPTIONS Phase 1: Direct to Consumers Option one entails a for profit company directly marketing and selling preventative healthcare services to consumers. This option could utilize partnerships with other for-profit and not for-profit organizations such as 24-hour fitness etc. Phase 2: Government Option two entails preventative healthcare services being provided to consumers by the government. This option would most likely require pre-approval and would utilize government affiliated intermediaries. Insurance Option three entails preventative healthcare services being provided directly by insurance companies in order to benefit current customers. Customers may have to be members of specific insurance companies in order to utilize the preventative healthcare services. EXHIBIT G: FINANCIALS Income Statement (1st year) Membership fees 10,000 X $15 $150,000 (Add-on member) 5,000 X $10 $50,000 Advertisement space $300 X 5 X 12 $18,000 Salary X 2 60,000 X 2 ($120,000) Website ($20,000) Web and SW Maintenance ($24,500) Rent $1500 X 12 ($18,000) Utilities $200 X 12 ($2,400) Office Supplies ($2,300) $12,800 Income Statement (2nd year) Membership fees 30,000 X $15 $450,000 (Add-on member) 15,000 X $10 $150,000 Advertisement space $300 X 20 X 12 $72,000 Salary X 2 60,000 X 3 ($180,000) Web and SW Maintenance ($24,500) Rent $1500 X 12 ($18,000) Utilities $200 X 12 ($2,400) Office Supplies ($2,300) $444,800
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APPENDIX H: REFERENCES Anon. (2003). Aging Boomers seen driving doctor visits. Accessed May 11, 2013, [available by paid subscription from Physician’s Financial News, 21(12):16]. Beauchamp, M. R., Carron, A. V., McCutcheon, S., & Harper, O. (2007). “Older Adults’ Preferences for Exercising Alone Versus in Groups: Considering Contextual Congruence,” Annals of Behavioral Medicine, 33(2), 200-206. Buettner, D. (2011). Thrive. Finding Happiness the Blue Zones Way. National Geographic Books. ISBN 978-1-42620818-8. CDC (2012a). Costs of Falls Among Older Adults. Accessed May 16, 2013, [available at http://www.cdc.gov/ HomeandRecreationalsafety/falls/fallcost.html]. CDC (2012b). Nutrition for Everyone. Accessed May 6, 2013, [available at http://www.cdc.gov/nutrition/everyone/ basics/index.html]. CDC (2012c). Office of Statistics and Programming, National Center for Injury and Prevention and Control. Accessed May 15, 2013 [available at http://www.cdc.gov/injury/]. Focalyst (2007). “Baby boomers want control of their own health and actively seek out information from multiple sources to help make decisions,” Business Wire, Sep 19, 2007. Accessed May 6, 2013, [available at http://www. drugs.com/news/baby-boomers-want-control-their-ownhealth-actively-seek-out-multiple-sources-help-makedecisions-6868.html]. Focus Group Research (2013). Focus Group held at the Osher Lifelong Learning Institute at California State University, Fullerton. March 21, 2013. Lau, D. T., & Kirby, J. B. (2009). “The relationship between living arrangement and preventative care use among community-dwelling elderly persons,” Am J Public Health. July, 99(7):1315-21. doi: 10.2105/AJPH.2008.151142. Leinweber, F. (2001). The Older Adult Market: New Research Highlights ‘Key Values’. Images of Aging in Media and Marketing. Kansas State University, Center for Aging. Fall 2001. Mallers, M. H. (2013a). Gerontology and Marketing: 2 Sides of the Same Coin. Slideshow Presentation. March 7, 2013. Mallers, M. H. (2013b). Personal Interview with Assistant Professor of Human Services and Faculty in the MS Gerontology Program, California State University, Fullerton. May 16, 2013.
Miller, J. (2013). Personal Interview with Operations Manager of the Center for Successful Aging, Director of Employee Wellness Program, and Lecturer in the Kinesiology Department, California State University, Fullerton. April, 25, 2013. National Institute of Aging, Institute of Health (2009). Exercise and Physical Activity: Your Everyday Guide from the National Aging Institute. January. Publication No. 094258. Nelson, M. E., Rejeski, W. J., Blair, S. N., Duncan, P. W., Judge, J. O., King, A. C., & Macera, C. A. (2007). “Physical Activity and Public Health in Older Adults: Recommendation from the American College of Sports Medicine and the American Heart Association,” Official Journal of the American College of Sports Medicine. DOI: 0195-9131/07/3908-1435/0. Nutrition.gov (2013). Lifestages. Accessed May 6, 2013, [available at http://www.nutrition.gov/life-stages]. Optometrists Industry Profile (2013). Quarterly Industry Update 05/06/2013. Accessed May 16, 2016, [available at www.firstresearch.com/Industry-Research/Optometrists. htm]. President’s Council on Fitness, Sports & Nutrition (2013). Facts & Statistics. Accessed May 6, 2013, [available at http:// www.fitness.gov/resource-center/facts-and-statistics/]. Rickli, R. E., & Jones, C. J. (2001), Senior Fitness Test Manual. Champaign, IL: Human Kinetics. Rose, D. J. (2010) Fallproof! : A Comprehensive Balance and Mobility Training Program 2nd ed. Champaign, IL: Human Kinetics. Segal, J., & Kemp, G. (2012). Eating Well Over 50. Accessed May 7, 2013, [available at www.helpguide.org/life/senior_ nutrition.htm]. United States Department of Agriculture (USDA) (2013). Food Groups. Accessed May 16, 2013, [available at http:// www.choosemyplate.gov/food-groups/]. World Research Federation (WRF) (2013). Preventative Health Care Helps Everyone. Accessed May 8, 2013, [available at http://www.wrf.org/preventive-healthcare/ preventive-healthcare.php/].
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AUTHORS Christopher Adrian, MBA Holly Kachelmeyer, MBA Tyson Reyes, MS Kinesiology Hang Vu, MBA GRAPHIC DESIGN Howard Tran, MBA ACADEMIC SPONSOR & EDITOR Susan Cadwallader, Ph.D. Associate Professor Department of Marketing Mihaylo College of Business and Economics (657) 278-7565 scadwallader@fullerton.edu Š 2013 California State University, Fullerton Publication date: June 2013 CSUF and the CSUF logo are registered trademarks of California State University, Fullerton, an entity of the California State University system.
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Mihaylo College of Business and Economics 800 N. State College Blvd. Fullerton, CA 92834
About the Research To begin our research on the important topic of health and wellness, we hosted a seven person focus group comprised of participants between 60 to 80 years of age. The participants were all members of the Osher Lifelong Learning Institute (OLLI) at California State University, Fullerton (CSUF). Participants were provided a list of questions prior to the session. Other sources of primary research came from interviews with key people. First was Jeana Miller, Operations Manager of CSUF’s Center for successful Aging and Program Director of the Employee Wellness Program (Miller, 2013). She also lectures for the Kinesiology department of CSUF, specifically classes dealing with the older adult population. Other primary information came from Dr. Melanie Horn Mallers, Assistant Professor in the Department of Human Services and MS Gerontology Faculty. Not only did we attend a workshop session Dr. Mallers held but she made herself available for an in-depth follow up interview. Secondary resources came from peer-reviewed articles from scholarly databases through CSUF online library searches and from reputable government websites that provided important statistics and general overviews of relevant information.
Consumer Marketing