We are: Catalina Bonavia Annemarie Sia Maruf Morshed
Created our HMW How might we establish an engaged relationship between parents with empty nests and their health care so they get more value out of it and dont feel left out
We learned from real people. 12 interviews
PROFILES
60 - 80 years old
Minor issues
No children at home
What we asked -
-
their health insurances - their history - their experience - what to improve/fix their health - their goals - how things changed how H.I and general health changed during empty nest phase
What we learnt
STILL WORKING STAGES OF LIFE
RECENTLY RETIRED Again… what to do with that time?
+5 YEARS RETIRED
Who to spend this time with?
What we learnt MORE SPACE
MORE TIME
CHILDREN LEAVING IS SEEN AS AN OPPORTUNITY
FINANCES
But what to do with that time?
STILL WORKING STAGES OF LIFE
RECENTLY RETIRED Again… what to do with that time?
FREEDOM
+5 YEARS RETIRED
Who to spend this time with?
STILL WORKING
What we learnt MORE SPACE
MORE TIME
CHILDREN LEAVING IS SEEN AS AN OPPORTUNITY
STAGES OF LIFE
But what to do with that time?
RECENTLY RETIRED Again… what to do with that time?
Who to spend this time with?
FREEDOM
FINANCES FRIENDS
BUSY & FAR AWAY
RELATIONSHIPS CHILDREN
+5 YEARS RETIRED
How to connect with them?
COMMUNITY NEIGHBOURS
What we learnt MORE SPACE
MORE TIME
But what to do with that time?
STILL WORKING What could I do at this WANT TO age? BE ACTIVE
RECENTLY RETIRED HEALTH & WELLNESS
CHILDREN LEAVING IS SEEN AS AN OPPORTUNITY
FREEDOM
STAGES OF LIFE
Again… what to do with that time?
Who to spend this time with?
LONELINESS
FINANCES FRIENDS
BUSY & FAR AWAY
RELATIONSHIPS CHILDREN
+5 YEARS RETIRED
How to connect with them?
COMMUNITY NEIGHBOURS
What we learnt MORE SPACE
MORE TIME
But what to do with that time?
STILL WORKING What could I do at this WANT TO age? BE ACTIVE
RECENTLY RETIRED HEALTH & WELLNESS
CHILDREN LEAVING IS SEEN AS AN OPPORTUNITY
FREEDOM
STAGES OF LIFE
Again… what to do with that time?
Who to spend this time with?
LONELINESS
FINANCES FRIENDS
BUSY & FAR AWAY
RELATIONSHIPS CHILDREN
+5 YEARS RETIRED
How to connect with them?
COMMUNITY NEIGHBOURS
Focused on a group Tech Savvy
Working
Retired
Retired for 10 years
Tech Newbie
Retired for 15 Years
Death
Shifted our HMW How might we establish an engaged relationship between empty nesters retired australians, their wellbeing & health insurance so they get more value out of it
About Her
Helen was an accountant and had spend all her life working hard and growing up with her 2 daughters. Her husband passed away 5 years ago, almost at the same time she was retiring. Her daughters are now very busy and she has a few friends from the neighborhood that she met while volunteering.
Behaviours
About Her Age Suburb Health Financial Status Occupation Children
70 YEARS GEELONG MINOR ISSUES MIDDLE CLASS WIDOW +5 RETIRED 2 GROWN UPS
Motivators FEEL HEALTHY ENJOY LIFE CONNECT WITH PEOPLE
-She was on a family plan, but switched to a single plan with the cheapest hospital cover. -Use extras as much as she can, but still don’t use all of them.
Goals -Be an active person (physically) -Be socially involved -Enjoy her retirement being healthy. -Spend quality time with others
Sphere of influence
INVEST IN IMPROVING HEALTH
CHILDREN
BE IN CONTROL OF HEALTH
HELEN
“
The lonely retiree
When I had my last surgery I stayed at my friends house, and If I need something I would call my neighbour, not my daughter, she is busy.
Values & Fears -Don’t want to feel lost in life -Values family and friends -Values to be an independent person -Worried about high cost of things -Wants to avoid stress and heavy strain
GP SPECIALISTS
FRIENDS
HELEN NEIGHBOURS
Our story started to form Isolated Health slowly deteriorating Worried about future
SITUATION
Recent surgery and recovery at a friends house and then alone at home
TRIGGER
Feel connected Active & Doing
Be healthy, happy and connected
Not being isolated
GOALS
IDEAL SITUATION
Our story started to form Isolated Health slowly deteriorating Worried about future
SITUATION
Recent surgery and recovery at a friends house and then alone at home
TRIGGER
Feel connected Active & Doing
Be healthy, happy and connected
Not being isolated
GOALS
IDEAL SITUATION
Barriers Doesn’t know where to start
Thinks that they should take things easy at their age
Wants to get out
GPS & docs don’t give enough time
Needs something very personalized
Not very tech savvy
Worried about getting hurt
Doesn’t want to bother others (esp her family)
Our story started to form Isolated Health slowly deteriorating Worried about future
SITUATION
Recent surgery and recovery at a friends house and then alone at home
TRIGGER
Feel connected Active & Doing
Be healthy, happy and connected
Not being isolated
GOALS
IDEAL SITUATION
Generated lots of ideas We focused on:
HMW Add value to people that dont use it
HMW Achieve better health and wellness
we fleshed out the ideas
Idea 1 : Health Coach Customer Signs up to plan where she meets a health coach
Nutrition Plan
Health coach crafts an overall health and nutrition plan for her and that includes community activities
Exercising plan
Goes to community event
Community engagement plan
Gets healthy by following plan
Idea 1 : Health Coach
We created a brochure outlining our idea
Idea 1 : Health Coach
We then tested with people from our target audience
Results
Negative Positive They feel that both nutrition and fitness are things they can do by themselves.
VALUE COMMUNITY ENGAGEMENT
“
If I were able to switch my extras for other services, then I would pay for them. I don’t have extras now because I feel that if I don’t use some I would be throwing my money away ” Barbara - 71 years
DON’T CARE IF THEY LEARN OR NOT, BUT WANT TO BUILD FRIENDSHIPS
CUSTOMIZE THE POLICY TO MEET THEIR OWN NEEDS
They don’t see the connection between insurance and being healthy everyday.
Idea 1.2 Bupa community
Customer Signs up to plan where she meets a health coach
Website with all community events near the customer
Goes to community event
Gets healthy by following plan
Results Cons Pros
VARIETY: It gives people lot of opportunities to participate in different activities.
“
What if I get there and then the class is too hard for me, you know my knee isn’t good anymore and I can’t walk a lot” Barbara - 71 years
EMPOWERMENT: It also give the opportunity to host their own activities helping them feel useful and interesting.
TECHY: Even though it was a simple website, it was probably ‘too technical’ for our older audience
RISKS: Without professional advice people could enroll for activities that might hurt them and affect their mental health.
Idea 1.3 : Helper gets you to the community
+
=
combine previous idea of health helper
idea 1.3 Customer signs up for service
Choose to use unused extras to fund a helper and activities
Goes to activities
Customer gets assigned helper (from bupa)
Gets healthy and happy
Meet with helper
Helper asses her situation and recommends appropriate local activities
Feel lonely and guilty
Her doctor recommends to do some activities with people and gives her the brochure.
She gets a proactive call from Bupa.
Helen reads the brochure and does a little research.
She signs up
Her helper calls her and establish a relationship.
While waiting she enjoys the webpage and surf the activities she may join.
She meets the helper and talk about what she likes.
And also about what are her needs, so she signs up for some activities.
She does some shopping while waiting for her first class.
The day before she goes to the class the helper calls her for a quick check.
She goes to yoga class and notices her improvements.
SCENARIO 1
Something comes up and she needs to cancel.
SCENARIO 2
Some weeks later she gets a call from her helper to check how is she going.
Helen tells her helper that she is not enjoying her piano classes any more.
They evaluate some new activities and she signs up for Salsa class.
She goes to the dance class and enjoy having new friends.
So she continues using and recommending this Bupa service because she is now HAPPY, CONNECTED, and HEALTHY.
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Back of house
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Key Relationships - right place and time Calls & Text recruiting helpers providing a Support Team for Helpers opportunity for Helper App
1. Paying more for Bupa Community to keep all extras or
($500)
($800)
2. Using Unused Extras to pay for Bupa Community ($200)
($225)
Bupa Community
($750) ($300)
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we think it would work because...
● ● ●
Chance to enjoy using health insurance Investing in Health & Wellness (instead of curing) Using Bupa as a bridge between health and community Bupa uses existing services, not creating new ones
THANK YOU!
Catalina Bonavia - Annemarie Sia - Maruf Morshed