Personas for Delivery System Reform, Phase 2

In phase 2, the project team will develop personas for three additional HNHC segments: people with advancing
illness, their paid caregivers, and unpaid caregivers for frail elders. After developing screening criteria aligned with
The Commonwealth Fund’s HNHC segment definitions, the team will conduct one‐hour interviews, by phone or in
person, with patients and caregivers within the three segments. Interview data will be analyzed and coded for
common themes. Project staff will also produce short videos drawing from the in‐person interviews. Upon
completion, the personas and videos will be added to the Playbook.

Developed from the perspective of both patient and caregiver, the new personas will help health care providers
and systems identify opportunities to provide more effective, and more cost‐effective, care that is tailored to the
specific needs of patient subgroups.