Physicians Targeting Seniors with Personalized Preventive Care

One size does not fit all. This generalization is especially true when it comes to delivering health care services. The goal of the new Affordable Care Act is to ultimately offer health care services to more consumers and hold down overall costs. One way to do that is to offer a personalized service model.

Optum studied 4,600  senior patients to test the impact on the bottom line for Medicare and Medicaid when a personalized preventive primary care model existed with the physician. Over a 2‑year period, researchers found a significant benefit to these types of programs. Patients who participated in the MDVIP program had 20% fewer emergency department visits than patients in the control group. These patients also had 19% fewer hospital admissions when compared to patients who weren’t enrolled in the program. Overall, about $3.7 million in potential healthcare spending was saved.

Dr. Andrea Klemes, the Chief Medical Officer of MDVIP notes, “We have proven that we identify early health risk, utilize more preventive services and have better patient outcomes than conventional medicine.”

19% of Seniors will visit a cardiologist in the next year and 12% will go to a urologist. AudienceSCAN reports that these visit rates are much higher than average. Seniors also over-​index in their visit rates to dermatologists and podiatrists. The printed format remains a key way to connect with this audience. But these consumers can be led to initiate online searches. At least 24% of Seniors say that information they found in a news article in the past year led them to start an online search.

AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports in AdMall.

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.