US Senior Citizen Diabetes

Prevention Proposal
BIA-650 Process Optimization and Analytics
Dec 2014
Alek Liskov
Bing Lang
Dmitry Rassakhatsky
Ning Li
Yilin Wei

Agenda
1.
2.
3.
4.
5.
6.

Introduction to Diabetes
Target Population
Prevention Programs
Optimization Models
Sensitivity Analysis
Conclusion

1. Introduction to diabetes
Type II diabetes takes the largest part
Gestational
diabetes: 2% - 10%

Type I: 3% - 5%

Type II: 90% - 95%

Source: Global diabetes plan 2011-2021, International diabetes federation

1. Introduction to diabetes
4 efficient methods to manage type II diabetes

2. Target population
Geographic Segmentation
Demographic Segmentation
Psychographic Segmentation

2. Target population
Patients highly concentrate at Louisiana, Mississippi,
Georgia, Tennessee, South Carolina and Arizona.

2. Target population
Poverty-stricken areas are similar to previous picture.

2. Target population
The economically challenged areas overlap with
the areas of high percent of diabetes.

US diabetes map

US poverty map

Source: CDC's Behavioral Risk Factor Surveillance

2. Target population
Diabetes concentrates on people aged 45+

2. Target population
Diabetes distributes among various races

2. Target population
Utilize PRIZM to investigate psychographic segmentation
based on geographic and demographic segmentation

Age:
55+
65+
Income:
Lower mid
Midscale
Downscale
Low income

Urbanicity:
Suburban
Town/rural
Town
Rural

2. Target population
Use TV program and shopping place to advertise program
Type
Shop
Watch
Type
Shop
Watch
Type
Shop
Watch

Midscale Mature
w/o Kids
Lord & Taylor
Frontline
Midscale Older
Mostly w/o Kids
QVC(online)
New Yankee
Workshop
Downscale Mature
w/o Kids
In-Home Vitamins
Purchase
Price is Right

Lower Mid
Midscale Mature w/o
Mature w/o Kids
Kids
JCPenney
Lands' End(online)
Wheel of Fortune
Hallmark Channel
Downscale
Downscale Mature
Mature w/o Kids
w/o Kids
Kmart
L.L.Bean(online)
Crimetime
The 700 Club
Saturday
Downscale Older Downscale Mature
w/o Kids
Mostly w/o Kids
Tractor Supply
JCPenney(online)
Company
Judge Joe Brown
Bold & Beautiful

2. Target population
People aged 60+ hope to save more money

Source: The 2014 edition of the United States of Aging Survey

2. Target population
People aged 60+ hope to maintain closer relationships.

27%

Source: The 2014 edition of the United States of Aging Survey

3. Prevention programs
My Health Task Program (MHT)
Media Campaign

3.1 Prevention programs

Two steps model to educate participants

Based on Dr. Peter Sandmans environmental communications model

3.1 Target Population Data

Source

Data Description

Time Period

Centers for Disease

Control and
Prevention (CDC)

Distribution of diabetes
patients and
occurrences, including
data about socioeconomic factors and
population
characteristics.

2004-2014

CDC and National

Center for Health
Statistics

Data about new and

existing diabetes cases
broken down by age
group and condition
stages

2004-2014

Last 10 Years of data

Last 10 Years of data

3.1 edia campaign - Data

Source

Data Description

Time
Period

Google Analytics*

Google AdWords audience reach

and measurement data

2014

Traffic Audit Bureau

The improved metric system will

2013
measure audiences 'likely to see' an
outdoor ad, with rich demographic
and ethnographic data.

Nielsen

TV and Radio Audience

Measurement and statistics

2014

Facebook*

Facebook audience reach and

measurement data

2014

3.2 My Health Task Program

Gamification:
Allow user to win appealing awards by completing
tasks

By participating the program,users will be

repeatedly exposed to health related instructions and
tips
encouraged to adopt healthy eating habit and exercise
encouraged to share progress on social media to
influence their network

3.2 My Health Task Program

Task 1
Complete
one
health
quiz
everyday

Task 2
Read a
healthy
recipe/tip
everyday

Through web/app

Task 3

Task 4

Task 5

Test and
record
blood
sugar/
pressure

Workout
3 hours
/week

Post healthy
meal
/workout on
social media

Measured by
apps such as
MapMyRun,
Nike+,
JawBone

Every user
will be a
social media
info center

Task 1
Complete
one
health
quiz
everyday

Task 2
Read the
healthy
recipe/tip
everyday

Task 3

Task 4

Test and
record
blood
sugar/
pressure

Workout
3 hours
/week

Task 5

Post healthy
meal/
workout on
social media

3.3 Media Campaign

Web/Mobile
TV
Social
Radio
Street
Print

3.3 Media Efficiency Matrix

Cost
High

Low

Medium

Low

Low

Medium

Particip
ation

High

Low

Medium

Medium

Medium

Medium

Effective
ness

Medium

Low

Medium

Medium

Low

Medium

4. Optimization Models Objectives

Maximize effectiveness
Maximize participation
Effectiveness of prevention program
Optimal ROI for each media channel
Maximize awareness
Optimal allocation of advertising budget

4. Optimization Models Constraints

Budget
stay within the designated budget in terms of
program spending

The minimum acceptable level of

participation
Minimum effectiveness level >=
difficulty tracking exact viewership and campaign
ROI;
availability of social media data;
understanding the accuracy of the campaign;

4. Optimization Models Optimization techniques

Classification
Analytic hierarchy process (AHP)
Goal programming
Linear programing

4.1 Optimization Model

MHT
Task 1

Task 2

Task 3

Task 4

Task 5

To Maximize the participation and effectiveness

of My Health Task
Score each task by Analytic Hierarchy Process
(AHP)
Prioritize participation as first goal and
effectiveness as second goal by goal programing
Allocate budget by linear programing

Task 1

Task 2

Task 3

Task 4

Task 5

Cost
(R&D+ad)

Low

Low

High

high

low

Participation
(Predicted)

0.8

0.7

0.2

0.3

0.1

Effectiveness
Quotient

20

30

50

90

10

4.2 Optimization Model edia campaign

Utilize clustering techniques to identify the
subpopulations based on geographical
location and socioeconomic factors
Determine the optimal combination of media
channels using AHP
Allocate budget by linear programming

4.2 Optimization Model - edia

campaign
Variables and estimated weights
Types

Number of People Reacher / $1

SEO

2.6

SEM

1.2

Facebook

3.0

TV Ads

2.5

Magazine Ads

0.8

5. Sensitivity Analysis - MHT

Change of budget
Change of participation response rate
Change of minimum required effectiveness

5. Sensitivity Analysis Media

Allocation of advertising funds
Examining the change in allocation based on
campaign effectiveness
Determining the best portfolio for each channel
TV: deciding between programs and time
Radio: station and optimal time
Print: publication selection
Web/Mobile: best platform and coding
Street: Location and message
Social: Best audience

6. Conclusion
The practice:
Functioning program + advertising methods
The measurement:
cognitive quantitative
Restrictions:
Accuracy of the data
Survey results do not 100% reflect realty
Privacy Concerns

Thank you