Insights on Today's Healthcare Consumer

Inspired by HBR: How Psychographic Segmentation Boosts Patient Loyalty

Posted by Brent Walker on Wed, Jul 25, 2018

Have you noticed the latest Snickers advertising campaign? The brand is introducing new flavors aligned with personality traits. Indecisive? Choose Snickers Salty & Sweet. Irritable? Try Snickers Espresso for a quick boost. Wimpy? Spice up your attitude with a Snickers Fiery.

The campaign just started in June, so its effectiveness remains to be seen, but the behavioral science behind the marketing is sound. And for hospitals, specialist clinics, medical practices, and other healthcare-related organizations, the use of psychographic segmentation—classifying consumers based on how they think, feel, and act—can help strengthen patient loyalty in healthcare.

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Tags: Psychographic Segmentation, patient loyalty in healthcare

What Drives Patient Loyalty in Healthcare?

Posted by Brent Walker on Wed, Jul 18, 2018

Asked about Apple's interest in healthcare during an interview with Fortune, CEO Tim Cook was clear: “We're extremely interested in this area. And yes, it is a business opportunity. If you look at it, medical health activity is the largest or second-largest component of the economy, depending on which country in the world you're dealing with.” He concluded by saying, “I do think it's a big area for Apple's future.”

Does that make you nervous? With consumer loyalty leaders like Apple, Amazon and Google announcing forays into the healthcare space, organizations from hospital systems to primary care practices are under pressure to step up their game when it comes to patient loyalty in healthcare.

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Tags: Psychographic Segmentation, patient loyalty in healthcare

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