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.
Pioneered by c2b solutions, this innovative approach emphasizes categorizing people based on some of the most prevalent drivers of human behavior — e.g., beliefs, values, preferences, priorities, etc. — rather than traditional demographic, socioeconomic or health condition data.
The proprietary psychographic segmentation model that c2b solutions has created categorizes healthcare consumers into 5 distinct categories:
- Self Achievers
- Balance Seekers
- Priority Jugglers
- Direction Takers
- Willful Endurers
In this article, we're going to zero in on the Balance Seekers segment by providing some key insights into what makes this group of healthcare consumers tick.
How Do Balance Seekers Approach Their Own Health and Wellness?
Balance Seekers are generally very proactive in regards to maintaining their health and wellness. They take steps to educate themselves on health-related issues, and they regularly seek out information that will help them make better healthcare decisions. This includes visiting health-oriented websites (a habit practiced by 95 percent of Balance Seekers), as well as utilizing various medical apps on smartphones or other mobile devices.
Balance Seekers generally adopt the philosophy that they are the "captains of their own fate" when it comes to maintaining their well-being and longevity. In other words, they believe that their actions and health decisions play a large part in determining how long they will live, versus relying solely upon genetics or family history to inform their perspective.
How Do Balance Seekers Approach Exercise and Nutrition?
Balance Seekers are exercise enthusiasts, and apart from the Self Achievers segment (which we cover in a separate post), this segment claims to be the most active in terms of workout frequency. The majority of Balance Seekers engage in various forms of exercise at least three to four times per week.
This emphasis on staying physically active is an outgrowth of the general Balance Seeker mindset, in which they believe in being able to influence their own level of health and wellness by making the appropriate lifestyle adjustments. Balance Seekers are also very mindful of their eating and nutritional habits, being more than twice as likely to seek out healthy dieting and nutritional information than their counterparts in other segments.
How Do Balance Seekers Approach Healthcare?
Balance Seekers are "rugged individualists" when it comes to how they approach healthcare. They are more quick to make attempts to address health issues on their own versus visiting the doctor's office.
This doesn't mean that Balance Seekers shun the medical community — they just consider healthcare providers to be one of the many tools they can use to help manage their health and well-being. In general, Balance Seekers will wait until they have exhausted all other options before seeking out direction or advice from a healthcare professional.
When Balance Seekers do visit the doctor’s office, they do not want to be told what to do in a directive manner by a clinician; they wants options from which to choose as they “own” their health. Balance Seekers are willing to explore various approaches and solutions for their care, and are even the most open to alternative/holistic medicine and Vitamins/Minerals/Supplements. Balance Seekers welcome information and patient education and appreciate links to trusted healthcare websites to investigate their options.
Health Management: The Balance Seeker's Mentality
Balance Seekers pride themselves on being resilient and self-sufficient. They believe in "soldiering on" by following through with commitments and responsibilities even when they're not feeling their best. A Balance Seeker would much rather prefer to manage the symptoms of an ailment on their own, and for the most part, they gauge their level of health by how well they physically look or feel.
Stress management is an Achilles heel for Balance Seekers, as they rank second highest out of all segments in terms of stress levels. Balance Seekers also actively seek out ways to strike a happy medium between career and personal obligations, as the quest to achieve an ideal work-life balance is what characterizes their namesake.
How Balance Seekers Respond to Changes in Their Healthcare
Balance Seekers are generally very flexible in terms of how they respond to changes or obstacles in their healthcare and/or treatment. They recognize the fluidity of the current healthcare landscape, and they are willing to adapt to changes when they believe they have solid reasons to do so.
Having the ability to distinguish Balance Seekers from other segments of healthcare consumers can make all the difference between being able to create highly effective messaging versus communications that fall flat. Through our psychographic segmentation model, c2b solutions empowers healthcare providers and marketers to customize their messaging for optimal results. Contact us today to see how our proprietary consumer insights can help you maximize your patient engagement efforts.