Consumerology sm…
… represents an advanced understanding of consumer behavior through a multidisciplinary scientific approach, applying the latest thinking to the pharmacy benefit. Express Scripts, combines proven approaches to effecting consumer behavior with emerging science from multiple fields. The result is greater member satisfaction and engagement and a more sustainable pharmacy benefit.
"Persistent challenges call for new strategies. American industry knows that the benefits of quality healthcare and effective cost management have not been fully realized. This will only happen when employees and their dependents are activated to participate willingly in making wiser healthcare and personal lifestyle choices. Human Resources executives are hungry for evidence-based insights that reflect the most advanced understanding of the healthcare marketplace and the science of human behavior."
HELEN DARLING
President, National Business Group on Health
Board Member, The Center for Cost-Effective Consumerism
MULTIDISCIPLINARY PERSPECTIVES
Our approach to Consumerology is informed by a nationally recognized and multidisciplinary Advisory Board from The Center for Cost-Effective Consumerism. The board represents the following areas of study:
- behavioral economics
- social psychology
- healthcare policy
- cognitive linguistics
- health communications
- bioethics
- neuroscience
CONSUMEROLOGY PRINCIPLE 1: THERE IS NO “ONE SIZE FITS ALL” MESSAGE
No single message works equally well for all members. Instead, communicating with people as individuals is key to effecting change. Express Scripts is developing methods to segment plan members into cohesive subgroups, then deliver tailored messages.
CONSUMEROLOGY PRINCIPLE 2: INTUITION ISN’T GOOD ENOUGH
There’s an important difference between a hunch and the facts. Using data from hundreds of millions of processed claims, Express Scripts is developing and continuously adjusting messages to optimize member response. These methods reflect sound scientific principles, such as randomized trials and control group testing.
CASE STUDY: CONSUMEROLOGY IN ACTION
Powerful tools such as real-time web optimization allow Express Scripts to perform randomized trials and rapidly receive statistically significant results by subgroup.
Express Scripts recently randomized 61,885 sequential website visitors with a savings opportunity to one of nine alerts, each of which represented a different combination of headline color, headline text and amount of body copy. The results were a 65 percent increase in effectiveness, with solid insights gained about how results varied by segment.
For more details on the Member Savings Center Trial and on the science and success behind Consumerology, please download the white paper.
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