The Ghost of Christmas Future and the “Feeling Fine” Barrier
In Dickens’s 1843 novella A Christmas Carol, Ebenezer Scrooge gets a glimpse at his future and learns a lesson he can start implementing today. The message is about generosity and human relationships for him, but there is also a more profound message for all of us and for some health plan members in particular.
The health-related decisions we make today may seem minor, but their future implications might be destructive. Health risks members often cannot sense today will determine their future in every possible way, health plans must serve as a helpful, friendly warning to prevent that.
Data shows that members of a specific profile tend to embrace the dangerous “feeling fine” mindset, which quickly becomes an adherence barrier. Here’s what it means, how to spot such members, and how to use behavioral science-based technology to guide them toward better decisions and a healthier future.
Everything Is Fine: Get To Know the Barrier
The “feeling fine” barrier is based on members, well, feeling fine. They really do; they aren’t just convincing themselves. But despite this genuine feeling, these members are not fine. They may not sense the looming health consequences because nothing looks bad or hurts, no function is limited, and no serious health procedure is required yet, but all of those things are about to happen at one point if nonadherence persists.
Because their profile characteristics (which we’ll go to next) make them confident, they trust this feeling more than they trust providers’ recommendations. They might ignore their prescription or take a lower dosage than ordered, marching down a dangerous path that could end with them feeling everything but fine without proper intervention.
You Should Meet the “Feeling Fine” Members
This barrier is all about perception, but it is rooted in reality. In many ways, the “feeling fine” members are the picture of health. They are not obese, typically have only one prescription to follow, and do not suffer from any disability. They have a low daily intake and often have no other prescription or chronic condition. Other than the issue of non-adherence, they seem to be taking good care of their health and often exercise regularly. They embrace preventive medicine and often take their annual flu shot. These members don’t dismiss their health; they just think they’ve got everything under control, overlooking the potential risks.
“Feeling fine” members are typically younger than average, which could explain why they still don’t feel the consequences of poor health decisions. Most are male, married, and educated, which could explain the high level of confidence leading them to mistakenly believe they know what they’re doing.
The MedOrion system uses behavioral science to identify members who fit this description and base communication on the factors impacting their decision-making process. Now that we know what they’re thinking, sending relevant messages that resonate becomes much easier.
Fine, I’ll Take My Medication: From Feeling Fine To Tackling Health Risks
Research shows that a common type of nonadherence is the deliberate, “intelligent” kind, which is heavily based on illness perceptions. Getting members to acknowledge the true condition of their health is crucial—but how?
Despite the education levels of such members, it’s not enough to offer information. Health literacy can be a wonderful thing, but only if it’s paired with the right motivation. Since members who fit the profile lack motivation, the communications we offer should bridge this gap and offer them a glimpse into their potential future. The ghost of non-adherence future, if you will.
Reaching a balance between the carrot and the stick is a good strategy. Since the benefits of their medication may be invisible to them, we should remind them of the massive contribution to their health. And since the risk is also out of sight, we should send them a reminder with information on how severe a condition like diabetes, for instance, can be.
By identifying the barriers causing members to neglect their prescribed medication, we can tackle these barriers and resolve them. Behavioral science AI-powered technology uses many data points to build a detailed profile of each member, understand their considerations, and tailor personalized communication. The result is a powerful message that can change their behavior and future.