Insights on Today's Healthcare Consumer

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

How Psychographic Segmentation Can Help Transform Healthcare

Posted by Brent Walker on Tue, Oct 31, 2017

 

It's no secret that healthcare is one of the most talked-about (and controversial) topics of our day. And while opinions may vary greatly in terms of what needs to be improved, the general consensus is that the healthcare industry is due for a much-needed overhaul.

One of the more difficult challenges to tackle has been "cracking the code" of healthcare consumer behavior, specifically as it relates to how individuals view their responsibilities and priorities in terms of maintaining their own health and wellness.

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Tags: Patient Engagement, Healthcare Consumerism, Psychographic Segmentation, Psychographic Segmentation Healthcare

3 Practical Applications of Psychographic Segmentation

Posted by Brent Walker on Tue, Oct 24, 2017

In today's digitally-driven economy, it’s a common practice for marketers and advertisers of all kinds to collect data about the consumers and prospects that interact with their brand. Today's well-informed consumer also understands this fact, and as a result, they generally expect a higher level of engagement with the companies whose products or services they purchase.

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Tags: Psychographic Segmentation, Psychographic Segmentation Applications, Psychographics, Psychographic Segmentation Healthcare

The Pros and Cons of Consumer Segmentation

Posted by Brent Walker on Tue, Oct 17, 2017

 

Segmentation has long been a reliable consumer research technique for marketers of all stripes, but with the advent of big data (along with dramatic advances in computing technology), businesses have been able to boost their segmentation capabilities by orders of magnitude.

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Tags: Psychographic Segmentation, Consumer Segmentation, Customer Segmentation Strategy, Customer Segmentation Analysis, Consumer Segmentation Pros and Cons, Customer Segmentation Techniques

3 Things Millennial Consumers Expect from Healthcare Providers

Posted by Brent Walker on Thu, Oct 12, 2017

If you were to guess which generation is more likely to choose a health insurance plan because it offers better pricing, would you answer, “Baby Boomers” or “Millennials”?  The answer might surprise you.

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Tags: Healthcare Consumerism, Psychographic Segmentation, Health Data

The Differences Between Psychographics and Demographics

Posted by Brent Walker on Tue, Oct 10, 2017

Audience segmentation is one of the most fundamental practices in the marketing world, primarily because it enables businesses to target potential customers in the most accurate and cost-effective manner possible. As any seasoned marketer will tell you, one of the quickest ways to blow an advertising budget is to fail to identify your target audience, which is why segmentation is such an essential component of any effective marketing strategy.

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Tags: Patient Engagement, Psychographic Segmentation, Patient Activation, Psychographic vs. Demographics

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