Insights on Today's Healthcare Consumer

How Psychographic Segmentation Can Help You Acquire New Patients

Posted by Brent Walker on Wed, Jun 27, 2018

Have you noticed the latest Snickers advertising campaign? The brand is introducing new flavors aligned with personality traits. Indecisive? Choose Snickers Salty & Sweet. Irritable? Try Snickers Espresso for a quick boost. Wimpy? Spice up your attitude with a Snickers Fiery.

The campaign just started in June, so its effectiveness remains to be seen, but the behavioral science behind the marketing is sound. And for hospitals, specialist clinics, medical practices, and other healthcare-related organizations, the use of psychographic segmentation—classifying consumers based on how they think, feel, and act—can help strengthen patient loyalty in healthcare.

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Tags: Psychographic Segmentation, patient acquisition

The 4 Biggest Patient Acquisition Mistakes That Medical Practices Make

Posted by Brent Walker on Wed, Jun 20, 2018

Is your patient acquisition program falling short? If you’re struggling to grow your medical practice, you’re not alone.

According to data cited in a recent New York Times article, office visits to primary care doctors declined 18 percent from 2012 to 2016. In addition, partnerships like the proposed merger between CVS Health, which operates more than 1,000 MinuteClinics, and insurance-giant Aetna puts added pressure on traditional medical practices.

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Tags: Psychographic Segmentation, acquisition

Is Healthcare Consumerism a Solution for Lack of Patient Engagement?

Posted by Brent Walker on Mon, Feb 26, 2018

Next month, many in the healthcare industry will converge on Las Vegas to attend HIMSS 2018. What will be the hot topics? While much of the focus will be on trends in healthcare information and technology, healthcare consumerism is also on the agenda.

Preston Gee, VP of strategic marketing at Christus Health, who will be presenting at HIMSS, told MobiHealthNews, “Consumerism is all the rage, so it’s not like it’s a revelation to anybody, but in a way it’s been a long time coming.”

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Tags: Patient Engagement, Healthcare Consumerism, Psychographic Segmentation

Driving Patient Activation with Psychographic Segmentation

Posted by Brent Walker on Thu, Feb 15, 2018

Several years ago, we noted that patient activation was popping up in many conversations among hospital and health insurance executives. The push toward value-based care combined with the pressure to reduce preventable hospital readmissions has kept patient activation—and its cohort, patient engagement—in the conversation spotlight.

And why not? Aside from the obvious, personal health benefits of being an activated patient, patient activation benefits the broader health care system by driving down costs.  A study involving 33,000 patients, published in the journal Health Affairs, found that the least activated patients had costs up to 21 percent higher than patients with the highest activation.

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Tags: Patient Engagement, Psychographic Segmentation, patient activation measures

PatientBond Acquires c2b solutions to Offer Breakthrough Platform for Precision Engagement

Posted by Brent Walker on Wed, Jan 24, 2018

Combined capabilities allow PatientBond to improve its clients’ business and clinical outcomes coupling Healthcare Consumer Psychographics with Digital Engagement Workflows

ELMHURST, Illinois and CINCINNATI, Ohio – 1/24/18 – PatientBond, LLC, an innovative provider of healthcare consumer digital engagement services, has acquired c2b solutions, LLC, the leader in healthcare psychographic segmentation and consumer insights to enhance healthcare organization strategies and patient behavior change efforts.

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Tags: Patient Engagement, precision engagement

How to Engage Millennial Healthcare Consumers in 2018

Posted by Brent Walker on Tue, Jan 23, 2018

When we wrote about engaging Millennial consumers back in January 2015, the fledgling healthcare marketplace had just finished its first flight. Three years later, healthcare in the U.S. is still in flux, but one fact hasn’t changed.   

Given that Millennials actually outnumber Baby Boomers by 11 million people, healthcare providers, health insurers and other healthcare-related organizations need tangible insights into this generation. Traditional consumer segmentation offers only part of the story.

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Tags: Psychographic Segmentation, millennials, millennial healthcare, millennial health

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

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