Insights on Today's Healthcare Consumer

What Will Become the Biggest Disruptors for Healthcare in 2018?

Posted by Brent Walker on Tue, Jan 16, 2018

Three years ago, healthcare was undergoing a transformation, led by healthcare consumers and the companies that cater to them. Government-led reforms, from incentive programs for adopting healthcare IT to the Affordable Care Act-driven insurance marketplaces, got the ball rolling, but consumers, faced with greater responsibility for the costs of healthcare, have exerted considerable influence on the entire industry.

Given ongoing uncertainties about the fate of the ACA, we still can, as the saying goes, expect the unexpected. But one fact is clear: Healthcare consumerism will continue to inspire innovation—and disruption—in the healthcare landscape.

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Tags: Patient Engagement, Psychographic Segmentation, digital patient engagement

Why Healthcare Marketing & Ad Agencies Should Use Psychographic Segmentation in 2018

Posted by Brent Walker on Tue, Dec 26, 2017

The healthcare marketplace has seen many changes within the past few years, and it continues to shift to a consumer-drive marketplace, which means that healthcare marketing and ad agencies must adjust their strategies in order to reach healthcare consumers today.

It’s often difficult to crack the code of healthcare consumer behavior, making it tough for marketers to engage them effectively. Augmenting traditional marketing techniques with psychographic segmentation in healthcare marketing offers a new, effective way for healthcare marketing and ad agencies to learn more about consumers so they’re able to understand and engage them.

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Tags: psychographic segmentation examples, psychographic segmentation in marketing, psychographic segmentation in advertising

Why Healthcare Retailers Should Use Psychographic Segmentation in 2018

Posted by Brent Walker on Tue, Dec 19, 2017

Changes within the healthcare marketplace as a whole continue to affect healthcare retailers, such as pharmacies, grocers, equipment/device retailers and vitamins/supplements shops.  While these retailers have a wealth of shopper purchase data and some forms of market research, it may not be sufficient to achieve their sales goals and business objectives.

To successfully drive changes in the behavior of healthcare consumers, it’s important for retailers to better understand them, what they want and what drives them. But traditional market research only offers limited insight to retailers, especially when consumers are lumped into a uniform population.

Segmentation is a method of market research that divides healthcare consumers into groups, allowing retailers to get a better understanding of their target market. Approaches to segmentation include behavioral, socioeconomic and demographic, attitudinal and psychographic. Retailers rely on behavioral data — in this case shopper purchase data — to offer coupons, in-store promotions and anticipate inventory needs. However, such data only show what shoppers do, not why they do it.

Two shoppers may purchase the same vitamin product or OTC pain reliever, or fill a prescription, at a retail pharmacy. The behavior is the same, but the motivations behind that behavior can be very different for both of the two shoppers. If motivations are different, messaging needs to be different to elicit the desired response.

While all approaches to segmentation have their place, psychographic segmentation offers unique benefits to retailers in the healthcare industry. Here’s a closer look at psychographic segmentation in retail, how it works and the benefits of using this approach in a healthcare retail environment.

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Tags: psychographic segmentation examples, psychographic segmentation in retail, shopper engagement

Why Pharmaceutical Companies Should Use Psychographic Segmentation in 2018

Posted by Brent Walker on Tue, Dec 12, 2017

Pharmaceuticals marketing has increasingly shifted toward consumerism with Direct-To-Consumer advertising, and the pharmaceutical environment is increasingly competitive and dynamic. In today’s market, the ability to effectively target promotional activities toward consumers who are most likely to respond to your efforts is essential to success.

If pharmaceutical companies want to be more successful engaging consumers and convincing them that they need specific medications, then they must understand what’s driving both doctors and patients. Different people respond differently to various components of marketing and to different channels, yet many companies continue to use traditional marketing approaches  to reach consumers in a changing healthcare environment.

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Tags: psychographic segmentation examples, pharmaceutical marketing, pharmaceutical manufacturing, direct to consumer advertising

Why Health Insurance Companies Should Use Psychographic Segmentation in 2018

Posted by Brent Walker on Tue, Dec 05, 2017

The healthcare industry continues to see huge changes, and perhaps some of the biggest changes have been in the health insurance marketplace. The Affordable Care Act has completely transformed the healthcare market, and today the insurance marketplace has become a retail market fueled by consumers.

Consumerism in health insurance isn’t just a trend. As the healthcare landscape continues to change and shift, there’s no doubt that consumerism in the healthcare industry is here to stay. Health insurance companies can no longer turn to traditional marketing methods that have proved useful in the past — they must continue to change and update marketing techniques to reach today’s consumers.

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Tags: psychographic segmentation examples, psychographic segmentation in health insurance, healthcare consumer insights

Psychographic Segments Defined: Willful Endurers

Posted by Brent Walker on Tue, Nov 28, 2017

Conducting effective healthcare market research is hardly a simple task, especially when you consider the profound diversity of the healthcare consumer audience. For example, it's  unwise to assume that individuals with similar health conditions would respond the same way to a certain type of messaging, or that they would demonstrate the same approach to disease management, prescription utilization patterns, and so forth.

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Tags: Patient Engagement, Patient Behavior Change, Psychographic Segmentation, Psychographics, Psychographic Segmentation Healthcare, Willful Endurers

Psychographic Segments Defined: Direction Takers

Posted by Brent Walker on Tue, Nov 21, 2017

In the field of consumer research, marketers use several different methods to define and understand their target audience. Grouping people according to demographic factors such as age, gender, income or ethnicity has been a staple of consumer segmentation for decades now. And while it does offer an introductory level of insight into the similarities among consumers, it falls short of recognizing the vast differences in beliefs, values, motivations, and priorities that can exist even within a single demographic variable.

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Tags: Patient Engagement, Patient Behavior Change, Psychographic Segmentation, Psychographics, Psychographic Segmentation Healthcare, Direction Takers

Psychographic Segments Defined: Priority Jugglers

Posted by Brent Walker on Tue, Nov 14, 2017

In the age of Big Data, relying solely upon traditional consumer research to inform your healthcare delivery and marketing efforts can put you at a significant disadvantage. While demographic data has been a reliable standby for decades, healthcare stakeholders are recognizing the need for more nuanced information in order to effectively engage today's healthcare consumer.

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Tags: Patient Engagement, Patient Behavior Change, Psychographic Segmentation, Psychographics, Psychographic Segmentation Healthcare, Priority Jugglers

Psychographic Segments Defined: Balance Seekers

Posted by Brent Walker on Tue, Nov 07, 2017

In the world of consumer research, psychographic segmentation has been around for some time in the Consumer Products, Financial and Retail industries, but is becoming one of the more important methods to emerge in healthcare to facilitate patient engagement and behavior change.

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Tags: Patient Engagement, Patient Behavior Change, Psychographic Segmentation, Psychographics, Psychographic Segmentation Healthcare, Balance Seekers

Psychographic Segments Defined: Self Achievers

Posted by Brent Walker on Thu, Nov 02, 2017

Effective patient engagement, whether through clinician-patient interaction or marketing, is key to influencing healthcare consumer behaviors. It goes without saying that healthcare consumers are a radically diverse audience, and astute marketers understand that attempting to segment this audience by demographic factors alone leaves much to be desired in terms of crafting an effective message.

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Tags: Psychographic Segmentation, Psychographics, Psychographic Segmentation Healthcare, Self Achievers

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