Insights on Today's Healthcare Consumer

Is Healthcare Consumerism a Solution for Lack of Patient Engagement?

Posted by Brent Walker on Mon, Feb 26, 2018

Next month, many in the healthcare industry will converge on Las Vegas to attend HIMSS 2018. What will be the hot topics? While much of the focus will be on trends in healthcare information and technology, healthcare consumerism is also on the agenda.

Preston Gee, VP of strategic marketing at Christus Health, who will be presenting at HIMSS, told MobiHealthNews, “Consumerism is all the rage, so it’s not like it’s a revelation to anybody, but in a way it’s been a long time coming.”

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Tags: Patient Engagement, Healthcare Consumerism, Psychographic Segmentation

Driving Patient Activation with Psychographic Segmentation

Posted by Brent Walker on Thu, Feb 15, 2018

Several years ago, we noted that patient activation was popping up in many conversations among hospital and health insurance executives. The push toward value-based care combined with the pressure to reduce preventable hospital readmissions has kept patient activation—and its cohort, patient engagement—in the conversation spotlight.

And why not? Aside from the obvious, personal health benefits of being an activated patient, patient activation benefits the broader health care system by driving down costs.  A study involving 33,000 patients, published in the journal Health Affairs, found that the least activated patients had costs up to 21 percent higher than patients with the highest activation.

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Tags: Patient Engagement, Psychographic Segmentation, patient activation measures

How to Engage Millennial Healthcare Consumers in 2018

Posted by Brent Walker on Tue, Jan 23, 2018

When we wrote about engaging Millennial consumers back in January 2015, the fledgling healthcare marketplace had just finished its first flight. Three years later, healthcare in the U.S. is still in flux, but one fact hasn’t changed.   

Given that Millennials actually outnumber Baby Boomers by 11 million people, healthcare providers, health insurers and other healthcare-related organizations need tangible insights into this generation. Traditional consumer segmentation offers only part of the story.

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Tags: Psychographic Segmentation, millennials, millennial healthcare, millennial health

What Will Become the Biggest Disruptors for Healthcare in 2018?

Posted by Brent Walker on Tue, Jan 16, 2018

Three years ago, healthcare was undergoing a transformation, led by healthcare consumers and the companies that cater to them. Government-led reforms, from incentive programs for adopting healthcare IT to the Affordable Care Act-driven insurance marketplaces, got the ball rolling, but consumers, faced with greater responsibility for the costs of healthcare, have exerted considerable influence on the entire industry.

Given ongoing uncertainties about the fate of the ACA, we still can, as the saying goes, expect the unexpected. But one fact is clear: Healthcare consumerism will continue to inspire innovation—and disruption—in the healthcare landscape.

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Tags: Patient Engagement, Psychographic Segmentation, digital patient engagement

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

Psychographic Segments Defined: Self Achievers

Posted by Brent Walker on Thu, Nov 02, 2017

Effective patient engagement, whether through clinician-patient interaction or marketing, is key to influencing healthcare consumer behaviors. It goes without saying that healthcare consumers are a radically diverse audience, and astute marketers understand that attempting to segment this audience by demographic factors alone leaves much to be desired in terms of crafting an effective message.

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Tags: Psychographic Segmentation, Psychographics, Psychographic Segmentation Healthcare, Self Achievers

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

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