Insights on Today's Healthcare Consumer

The Landscape of Heart Health in America

Posted by Brent Walker on Fri, Feb 20, 2015

hand-touching-heart-healthLast week, models walked the runways of New York to showcase spring fashions, but the star of the show at the Go Red for Women® Red Dress Collection™ was women’s heart health. Designed to bring awareness to the fact that more women than men die annually from cardiovascular disease, the fashion show was just one of the events in February to observe American Heart Month.

While putting heart health on a stage may capture the attention of the media and fashionistas, health care-related organizations must still find ways to engage other consumers. Even the short red dress is not sufficient to motivate all consumers – even all female consumers – who need to be activated toward proactive behaviors regarding heart health. But when hospitals, insurers and other organizations drill down to the attitudes, lifestyles and motivations of individual consumers with deep market research insights, their ability to motivate healthier behavior among patients— including those with cardiovascular conditions— improves.

6 Trends for Consumers with Heart-Related Conditions

Using survey results from nearly 1,000 U.S. consumers with cardiovascular conditions, the c2b Consumer Diagnostic Health Condition Report offers a deep look into the needs, attitudes and behaviors of consumers managing coronary heart disease (CHD), high blood pressure (HBP) or high cholesterol.  What can health care providers and other health care-related organizations learn from this analysis?

  1. Health Management.
    Respondents with cardiovascular conditions are more likely than the General Population to take steps to prevent illness and to spend whatever it takes to be healthy. This could be due in part because the diagnosis acted as a wake-up call, motivating proactive behavior. Consumers with CHD, however, are more likely to be disengaged and admit to not being able to change bad habits. Overall, the survey reveals that these consumers are more open to directive care, even if they do not actively seek it, so offering clear recommendations and updates on new preventative care options can drive greater engagement.
  2. Family Matters.
    Especially among respondents with CHD, a sense of duty to or reliance on family was more pronounced. Respondents with HBP or high cholesterol generally less likely than both respondents with CHD and the general population to align with these family attitudes. For health care providers and other organizations, it means that staying healthy for the sake of family may be an effective motivator for some, but a different approach is required for consumers with high blood pressure and high cholesterol.
  3. Food & Fitness.
    Compared to the general population, respondents with HPB or high cholesterol are less likely to maintain a healthy diet in spite of knowing that food and nutrition play key roles in their health. In addition, only one-third of respondents with cardiovascular conditions report they get enough exercise. This lack of urgency is also reflected in the fact that respondents with cardiovascular conditions are also less likely than the generation population to report feeling high degrees of stress.
  4. Attitudes Towards Health Care Professionals.
    Because they likely have more exposure to health care professionals due to their health condition, 76 percent of respondents with CHD rate their relationship with the primary care physician as extremely or very important.  They also are more likely to rate relationships with specialist physicians and even pharmacists with greater importance than others with HBP or high cholesterol and the general population.
  5. Purchasing Prescriptions.
    When it comes to purchasing prescriptions, respondents with cardiovascular conditions turn to local drug store chains first, but mail order pharmacies are the second leading source of prescriptions, likely because ongoing prescriptions for chronic conditions like CHD, HPB and high cholesterol are well-suited to the standardized processes of mail order operations.
  6. Preferred Information Sources.
    Health care professionals are the most important information source for respondents with cardiovascular conditions. While these respondents do use the Internet as a tool to educate themselves on their conditions and possible treatments, they are 20 to 30 percent less likely than the general population to list the Internet as a top 3 source for health care information.

Many other insights into the habits, preferences and motivations of consumers are available in the c2b Consumer Diagnostic reference manual, as well as in the various Health Condition Reports available. Each report leverages extensive market research to better understand the needs of individual consumers. Armed with that information, health care-related organizations will be able to fashion meaningful initiatives for today’s health care consumers.

Download the Psychographic Segmentation and the Healthcare Consumer white paper or contact c2b solutions for more information.

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Brent Walker

Written by: Brent Walker

As Chief Marketing Officer, Brent's primary responsibilities include leading marketing strategy and execution for c2b solutions, development of c2b solutions' proprietary consumer segmentation model and insights products, research on healthcare consumers’ motivations and behaviors, and providing marketing guidance to c2b solutions clients.

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