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

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

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

📊 What Netflix Can Show Healthcare Providers About Using Big Data

Posted by Brent Walker on Fri, Jul 21, 2017

When Emmy Award nominations were announced last week, tradition flew out the window. Instead of a line-up of potential winners from broadcast or even cable networks, four of the seven outstanding drama nominees were from streaming video services, with Netflix leading the way. It’s an impressive result for a company that launched its video streaming service only a decade ago and just started developing original programming a few years ago.

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Tags: Patient Engagement, Psychographic Segmentation, Healthcare Data

Are Certain Psychographic Segments More Prone to Anxiety and Depression? 💭

Posted by Brent Walker on Thu, Jun 08, 2017

Monthly, weekly and even certain days are designated as health observances to generate awareness to health concerns. For May, the focus was Mental Health Month. However, nearly every month of the year includes some sort of mental health observance, emphasizing the diversity of mental health illnesses—from eating disorders and PTSD to anxiety and depression.

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Tags: Patient Engagement, Psychographic Segmentation, Mental Health

🚴 How Active Are Different Psychographic Segments of Seniors?

Posted by Brent Walker on Tue, May 30, 2017

Like the fireworks that cap off a Fourth of July celebration, the observance of Older Americans Month culminates with a finale on the final Wednesday of May, otherwise known as National Senior Health & Fitness Day®. This year’s theme is “With Movement… There’s Improvement.”

There are plenty of signs that seniors are staying more active. Just last year, the Huffington Post included fitness programs for older adults in its Top 10 Fitness Trends list. Moreover, according to Accenture data, reports Forbes, 17 percent of Americans over the age of 65 use wearables to track how many steps they walk or vital signs such as heart rate—which is only 3 percent fewer than under age 65 Americans.

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Tags: Patient Engagement, Psychographic Segmentation, Senior Care

7 tips for communicating with elderly healthcare consumers 🗣

Posted by Brent Walker on Thu, May 18, 2017

Annual health observances usually have a theme, and Older Americans Month, which is celebrated every May, is no exception. This year’s theme, “Age Out Loud,” emphasizes giving older Americans “a new voice—one that reflects what today’s older adults have to say.”

It’s a timely message, given that the sheer number of aging Baby Boomers—coupled with shortages of healthcare professionals—puts greater demands on the healthcare system and increases healthcare costs.

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Tags: Patient Engagement, Psychographic Segmentation, Senior Care

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