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.Read More
Insights on Today's Healthcare Consumer
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.Read More
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.Read More
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.Read More
On Oct. 18 and 19, executives of leading hospital systems, providers, payers and technology entrepreneurs will come together in San Diego to discuss the latest strategies and solutions to patient engagement, which has been called one of healthcare’s greatest challenges.Read More
Corporate America has long known that one key to achieving and sustaining a loyal customer base is to promote a culture. Apple is a prime example of a company that does this.
Apple consumers can get devices of similar functionality — smartphones, computers, fitness monitors and other gadgets — from other providers and on other operating systems. Yet, they’ll line up outside Apple stores on product launch days. They’ll search tech news articles for the tiniest hints about what products the company may be developing next. They’ll wear Apple logoed clothing, put Apple logo stickers on their cars, laptops, notebooks and more.
Why? Examine its marketing with this understanding in mind and you’ll see that the company’s success is based at least as much (if not more) on image than innovation: Apple is, first and foremost, a lifestyle company.Read More