e-Nagging: The Key to Effective Prevention?

I have to admit I could have missed the story if not for the catchy headline in Medical Economics newsletter: "Electronic nagging is good for preventive care".

Apparently dispensing with "ho-hum" language in favor of somewhat controversial terminology helps focus on the crux of the matter. In this case it is remembering that people forget to take care of their health and need to be reminded. Again. And Again. And Again. And Yet Again.

So what is the factual substance of the story in question?

Quick web search points to the original source, in a press release: "UnitedHealth Group's Online Personal Health Messages Tied to Increased Likelihood of Individuals Getting Important Preventive Screenings". UHC deployed a multi-channel communication program (web, phone and snail mail) for their CDH plan members to encourage preventive screenings.

The results of the program speak for themselves:

(*) percentages of those who opened their messages

These results tell us something about human nature and how to drive real motivation. Simply put, most people only pay attention to what is right in front of them. It is not enough to just dangle a carrot in front of them, you have to stick it in their mouth. Of course unless they truly object. The release says essentially the same thing in a slightly less direct language:

“Many people today often can’t fit preventive health care into their busy schedules, while others may be unaware of the screenings they should be receiving,” said Meredith Baratz, vice president of marketing for Definity Health, a UnitedHealth Group company and pioneer in consumer-driven health care. “This analysis shows that by personalizing the support we provide our enrollees, we can make a positive impact on the preventive care they receive, which ultimately will lead to better care decisions and improved health.”

What should be next? Tying real $$$ incentives (policy discounts) to preventive compliance.