Insights on Today's Healthcare Consumer

3 Ways Health Insurance Companies are Driving Member Loyalty

Posted by Brent Walker on Wed, Dec 07, 2016

As healthcare consumerism gains steam, “customer” loyalty is a necessity. But as Jeffrey Gitomer, author of The New York Times best sellers The Sales Bible and The Little Red Book of Selling has said, “You don’t earn loyalty in a day. You earn loyalty day-by-day.” I have to agree with Mr. Gitomer; during my career at Procter & Gamble, we did a lot of market research on customer loyalty, and the “code” for loyalty is knowing that one always has your back and is always there when needed.

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Tags: Psychographic Segmentation, Open Enrollment, Health Insurance Marketing

What Influences Direction Takers to Buy Health Insurance? (Part 5 of 5)

Posted by Brent Walker on Wed, Nov 30, 2016


PART 5 OF 5


Giving advice is easy; taking advice is hard.

You might think, therefore, that the final psychographic segment defined by c2b solutions—Direction Takers—would be a highly desirable audience for health insurance marketing. Don’t jump to that conclusion too quickly.

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Tags: Psychographic Segmentation, Open Enrollment, Health Insurance Marketing

What Influences "Priority Jugglers" to Buy Health Insurance? (Part 4 of 5)

Posted by Brent Walker on Wed, Nov 23, 2016


PART 4 OF 5


Having a lot of balls in the air isn’t an uncommon condition these days. Demanding work and family schedules take their toll. And the fact that many Americans don’t take the vacation days they’ve earned only adds to stress levels.

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Tags: Psychographic Segmentation, Open Enrollment, Health Insurance Marketing

What Influences Balance Seekers to Buy Health Insurance? (Part 3 of 5)

Posted by Brent Walker on Mon, Nov 21, 2016


PART 3 OF 5


Anyone who has ever indulged in “retail therapy” certainly wasn’t shopping for health insurance. A Forbes article exploring why the Affordable Care Act didn’t get off to a good start tapped John Quelch, the Charles Edward Wilson Professor of Business Administration at Harvard Business School and a professor of health policy and management at Harvard School of Public Health, for insight into the rocky launch of the federal health insurance marketplace. Quelch notes that buying a health insurance plan is a “grudge purchase” and attributes the lack of enthusiasm as a problem with health insurance marketing.

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Tags: Psychographic Segmentation, Health Insurance Marketing

What Influences "Self Achievers" to Buy Health Insurance? (Part 2 of 5)

Posted by Brent Walker on Thu, Nov 10, 2016


PART 2 OF 5


With open enrollment season underway, advertisements for health insurance plans are popping up with increasing frequency—but are they hitting their mark? That depends on whom health insurance marketers hope to attract.  

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Tags: Psychographic Segmentation, Health Insurance Marketing

What Influences "Willful Endurers" to Buy Health Insurance? (Part 1 of 5)

Posted by Brent Walker on Fri, Nov 04, 2016


PART 1 OF 5


“The only way to keep your health is to eat what you don't want,
drink what you don't like, and do what you'd rather not.”

Mark Twain authored those words, but the sentiment sounds like something a Willful Endurer might say. We know based on our psychographic segmentation model that Willful Endurers live in the now, believing that there are more important things to focus on than improving their health for the future.

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Tags: Psychographic Segmentation, Health Insurance Marketing

5 Things Baby Boomers Want from Their Health Insurance Coverage

Posted by Brent Walker on Wed, Oct 26, 2016

Everyone is talking about Millennials as a disruptive force. After all, they just passed Baby Boomers as the largest living generation in America. But when it comes to healthcare consumers, Baby Boomers certainly qualify as disruptors.

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Tags: Psychographic Segmentation, Baby Boomers, Health Insurance Marketing

Draw Millennial Healthcare Consumers to Your Insurance Plan in 3 Ways

Posted by Brent Walker on Fri, Oct 21, 2016

The percentage of uninsured Millennials declined from 23 percent in 2013 to 11 percent in 2016, according to research by the Transamerica Center for Health Studies. Good news—except, the research also found that 16 percent of Millennials expect to go without health insurance plans in 2017.

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Tags: Psychographic Segmentation, Health Insurance Marketing

What Different Psychographic Segments Want From Health Insurance Plans

Posted by Brent Walker on Thu, Oct 13, 2016

Is today’s healthcare the new “Wild West”? As transformation continues across the entire healthcare landscape, it certainly feels like we’re moving into uncharted territories for providers, payors and patients alike.

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Tags: Psychographic Segmentation, Health Insurance Marketing

3 Things Health Insurance Marketers Must Know During Enrollment Season

Posted by Brent Walker on Fri, Oct 07, 2016

Are you ready for another open enrollment season? On Nov. 1, national and state health insurance exchanges will kick off what one blog referred to as a 90-day Black Friday that “… is a make or break milestone for health insurers.”

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Tags: Psychographic Segmentation, Open Enrollment, Health Insurance Marketing

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