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“Are We There Yet?” Mind-Genomics and Data-Driven Personalized Health Plans

The Cross-Disciplinary Perspectives of Management: Challenges and Opportunities

ISBN: 978-1-83867-250-8, eISBN: 978-1-83867-249-2

Publication date: 29 November 2019

Abstract

The expected growth of elders and chronically ill patients requires health insurers and health-care systems to shift from primarily focusing on the care of the sick to focusing both on care of the sick and on preventive health care. Public expectations for high-quality health care call for a new, more profound, and more actionable understanding of the healthy customer’s mind regarding health-promoting behaviors. Mind-Genomics may become the next big idea in health service. The relation between Mind-Genomics and data-driven personalized health plans is now being systematically explored. Some of the findings are reported in this research project.

Methodology: Respondents were 200 members of the Excellus American health fund. Based on measures of patient experience the authors created and tested concepts of messaging. The authors conducted a series of conjoint-based designed experiments to establish response patterns to our messaging. The authors analyzed data using Mind-Genomics, an empirical “micro-science” for discovering psychographic mind-sets and mapping motivating messages for healthy behaviors.

Results: The authors segmented patients by attitudes, perceptions, preferences, needs, and behaviors by their responses to messaging, thereby uncovering underlying psychographic mind-sets. The authors used the Personal Viewpoint Identifier to tag each person in the population by a sample mind-set and use the right messaging.

Discussion: To understand the mind of the patient regarding health plans, health funds may use the powerful tools of Mind-Genomics. Health insurers and health systems may implement Mind-Genomics as the next frontier of knowledge development to offer customized health plans, thus investing in preventive medicine.

Keywords

Citation

Gabay, G. and Moskowitz, H.R. (2019), "“Are We There Yet?” Mind-Genomics and Data-Driven Personalized Health Plans", Weber, Y., Vrontis, D., Tsoukatos, E. and Shams, S.M.R. (Ed.) The Cross-Disciplinary Perspectives of Management: Challenges and Opportunities (Cross-Disciplinary Management Perspectives), Emerald Publishing Limited, Bingley, pp. 7-28. https://doi.org/10.1108/978-1-83867-249-220191003

Publisher

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Emerald Publishing Limited

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