Research Insights Inform Health Coaching Experience
In one of the few scientific studies to examine perceptions and expectations of health coaches and coaching among people of disparate socioeconomic backgrounds, researchers at the Centene Center for Health TransformationTM have discovered both similarities and differences. The findings, to be presented at the annual meeting of the American Public Health Association (APHA) in November, could ultimately be used to enhance health coaching services to better engage and assist members.
The research team interviewed 61 people with commercial health insurance and 79 Medicaid beneficiaries about various characteristics of health coaches and coaching relationships. They posed questions on coaches’ personality traits, education, training, and experience, as well as methods and frequency of communication.
“Most people were very positive about the idea of getting a health coach,” says Molly Loughran, a Masters research fellow with the Health Communications Research Lab at Washington University, which collaborates with the Centene Center. She will be presenting the study results at the APHA meeting. “Both groups cited knowledge and education as important qualities in a coach, along with the ability to be empathetic and understand their issues. It’s the coaching relationship or contact preferences where we found the greatest differences.”
Those with commercial insurance said they want more autonomy in defining the relationship, according to Loughran. They like to be able to control when, how and how often they are contacted, and usually prefer to initiate that contact themselves. They also tend to be more interested in receiving motivation and support during the coaching experience as opposed to education in lifestyle or condition management.
The Medicaid recipients, meanwhile, responded favorably to the notion of regular coaching contact. “‘Please, reach out to me,'” is what many told their interviewers, Loughran explains. “They want the follow up and accountability the coaches provide.” Medicaid beneficiaries were also less concerned about the logistics of coaching, placing a greater emphasis on the importance of coaches understanding their daily life experiences.
One major point of differentiation between the two groups – and one that significantly influenced responses – was the frame of reference around health coaching. Many of the commercially-insured had previous experience with a coach or trainer or referral source; they spoke from experience. They also had less enthusiasm around health coaching, according to Amy McQueen, associate professor of Medicine at Washington University and the lead researcher on the project.
“Overall, there is probably more agreement than disagreement,” notes McQueen, “but contrasts in life context prompt the differences. At the core, they both want that great coach.”
“Most people were very positive about the idea of getting a health coach,” says Molly Loughran, a Masters research fellow with the Health Communications Research Lab at Washington University which collaborates with the Centene Center. She will be presenting the study results at the APHA meeting. “Both groups cited knowledge and education as important qualities in a coach, along with the ability to be empathetic and understand their issues. It’s the coaching relationship or contact preferences where we found the greatest differences.”