Joe Coughlin: Disruptive Demographics: Engaging the New Customer

Jennifer Rudloff

Today’s consumer is changing; the way people connect with the world around them, how they gather information, who they trust, and what motivates their decisions is vastly different than it was 5-10-15 years ago. A technologically savvy aging population is turning to the web for health information; they’re searching beyond experts and finding trusted health support in the company of strangers in online communities.

During the webcast, Joe Coughlin discussed trends in online health information and highlighted the characteristics, expectations and demands of today’s consumers. His research reveals that older consumers are confident, information seeking, and educated, and they believe they are directly responsible for their own health. Coughlin identified 7 prevalent behaviors people have when online today:

  1. Find information
  2. Define the problem
  3. Identify a range of acceptable and affordable solutions
  4. Frame questions to clinicians
  5. Validate decisions/treatments
  6. Reinforce behaviors
  7. Seek social support

While online health may not be formal care, it is a part of how people make critical health choices, use formal advice, and adopt healthy behaviors. Smart companies will accept this as fact, see it as an opportunity and adapt.

  • Insurers, your people are online and actively seeking information; you have the opportunity to engage them in a new and comfortable environment. Use it. Drive conversations away from quick fix solutions and engage people to make sustained lifestyle changes. Speak in a language that resonates with people, not healthcare professionals.
  • Employers, your employees perceive work to be a barrier to their health and wellness, and feel they do not have the facilities or support necessary to be healthy and productive in the workplace. Change their tone. Give people online tools, support, and the incentives they need to be healthy and productive in the workplace.

The success of well-being initiatives depends on the ability of leaders to adapt. In this fast paced digital age, it’s necessary to be agile and adjust strategies to effectively motivate and sustain connections with your people. In the end, your people (and your bottom line) will thank you.

To view this or other presentations from the webcast event, click here.

Topics: Business Performance Well-Being Index Events