Transforming health through ‘the four Ps’ of value-based care

As complex lifestyle-related chronic diseases such as diabetes, heart disease and cancer grow more prevalent and strain health systems, large-scale behavioural change campaigns aren’t making enough of a dent.

But what if many of those diseases could instead be predicted, prevented and treated by switching the focus to a micro level — changing behaviours one person at a time using data about their unique biological identities?

With advances in big data analysis, genetic profiling, wearable technology and digital health support, consensus has been building toward a new health care approach that focuses on the P4 health care model: Predictive, preventative, personalised, participatory care.

Changing behaviours at an individual level requires a highly targeted approach. By treating causes instead of symptoms and personalising care based on data, this innovative approach will help increase healthy outcomes and make disease care radically more cost-effective.

These are some of the questions and challenges that Aetna International tackles in the opinion paper, Bespoke health promotion: How personalisation is transforming health.

The organisation argues that delivering hyper-personalised health journeys will help to increase healthy outcomes at an individual level and will make disease care radically more cost-effective at a population level.

The paper comprises three chapters:

Chapter 1: The impact of individual behaviours and lifestyle

• Behavioural influences on life expectancy
• The role of genetics
• The role of family and social circles
• Supportive communities

Chapter 2: The role of science and technology

• DNA testing — The promise, the current limitations and the risks
• The importance of genetic counselling

Chapter 3: The role of connected tech

Including, but not limited to:

• Wearables
• Internet of Things (IOT)
• Social media
• Scientific technology such as remote diagnostics

Read the paper — Bespoke health promotion: How personalisation is transforming health — here.

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About the author

Caroline Pain, Senior Vice President, Customer Proposition, Aetna International

In Caroline’s role as Senior Vice President of Customer Proposition for Aetna International, she leads the organisation’s global marketing, digital strategy, product development, customer experience and individual direct sales functions. Her responsibilities include delivering every aspect of the marketing mix to a b2b and, increasingly, b2c audience in multiple languages as well as catering for diverse cultures and legal and regulatory environments. 

Caroline joined Aetna International in 2012 and has more than 20 years of experience leading sizable teams across a range of disciplines including Marketing, Sales, Analytics, Digital, Planning, BPO, Change and Customer Strategy. She has run operational, sales and program teams, on both client and agency-side.

Special thanks to our contributors:

• Brian O’gilvie, Senior Marketing Manager, Aetna International
• Dr Sneh Khemka, Senior Vice President, Population Health Solutions and vHealth by Aetna
• Dr Meg Arroll, Chartered Psychologist, Chartered Scientist, Director, Simply Research. Author of The Shrinkology Solution.
• Ker Tyler, Chief Executive, Fit for Leadership Ltd
• Bernie Williams, Director, Product & Practitioner Support, My DNA Health

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