Insights on Today's Healthcare Consumer

Why Healthcare Marketing & Ad Agencies Should Use Psychographic Segmentation in 2018

Posted by Brent Walker on Tue, Dec 26, 2017


The healthcare marketplace has seen many changes within the past few years, and it continues to shift to a consumer-drive marketplace, which means that healthcare marketing and ad agencies must adjust their strategies in order to reach healthcare consumers today.

It’s often difficult to crack the code of healthcare consumer behavior, making it tough for marketers to engage them effectively. Augmenting traditional marketing techniques with psychographic segmentation in healthcare marketing offers a new, effective way for healthcare marketing and ad agencies to learn more about consumers so they’re able to understand and engage them.


The Disconnect in Healthcare Marketing

While healthcare marketers and ad agencies depend on using huge amounts of data to come up with consumer profiles, there’s a disconnect in healthcare marketing today. In many cases, the data collected is insufficient, limiting the success of marketing and ad campaigns. It’s not that there isn’t enough data available; the insufficiency is driven by a lack of the right type of data to develop personae that guide marketing communications. It’s very common to use traditional demographic segmentation to look at groups of people by their socioeconomic status, age, ethnicity, gender and health conditions. But this isn’t enough.

This information doesn’t give marketers a look at the preferences and motivations of their target customers, and just because two consumers suffer from the same health condition — e.g., diabetes or cardiovascular disease — doesn’t mean these two consumers have the same priorities and needs.

Healthcare consumers have a very wide range of needs, personalities, preferences, motivation levels, and needs, and failing to look at psychological factors means that healthcare marketers don’t have a good understanding of the consumers to whom they’re trying to market. Thus, there’s a disconnect between companies and consumers.


Understanding the Difference Between Demographics and Psychographics

Psychographic segmentation involves identifying and classifying consumers based upon their priorities, preferred methods of communication, and their primary motivations. It’s all about their personality, lifestyle, values and attitudes. Psychographic segmentation is different from demographic segmentation. Demographics looks at physical factors, including location, age, and gender, while psychographics dig deeper into consumer priorities, motivations and beliefs. Just because two consumer are from the same age group or ethnicity, or have the same health condition, does not mean they think and act alike.  

Although it can be more challenging to obtain psychographic information, psychographic segmentation offers the ability to develop detailed customer profiles that yield a big payoff for healthcare marketing and ad agencies, making it possible to create brand messages that will engage and resonate with the target consumer.


Implementing Psychographic Segmentation in Healthcare Marketing

They key to successful marketing is to better understand the preferences and motivations of your target audience. You must engage and motivate healthcare consumers to make purchases, and the more detailed, relevant information you have about your audience, the more effective you’ll be at engaging them.

Of course, one of the main barriers to implementing psychographic segmentation is identifying psychographic segments among consumers. c2b solutions has developed a proprietary algorithm that classifies consumers according to one of five psychographic segments with 91.1 percent accuracy. c2b solutions has also worked with a National Data Compiler company to statistically project these five segments across all adults age 18+ in the United States.   

c2b solutions works with companies, including healthcare marketers and ad agencies, to develop a psychographic segmentation strategy, classifying consumers into psychographic segments to allow marketers to better understand the psychological makeup of consumers.

The five psychographic segments we’ve identified are:

Once you have psychographic information and you’re able to classify consumers into segments based upon their motivations, preferences, and attitudes, you can design marketing messages that will resonate with your audience.

For example, c2b solutions worked with one marketing agency on its consumer campaign for a prescription drug that was about to launch in the marketplace. This agency came to c2b with a campaign concept inquiring as to whether it would be successful given the target audience for its product. c2b indicated it needed to first determine the psychographic composition of consumers with the health condition addressed by the agency’s client.

After having a representative sample of consumers with this health condition take the c2b Consumer Classifier, it was determined that the predominant segment was Willful Endurers. However, this agency had developed a campaign concept that spoke to Self Achievers, and this message would not resonate with Willful Endurers based on their priorities and motivations. c2b recommended that the campaign concept be adjusted to appeal to Willful Endurers and the agency had the opportunity to make this change in time for the client pitch.

Taking a psychographic approach with healthcare consumers can transform engagement and enhance the likelihood of marketing success.





Brent Walker

Written by: Brent Walker

As Chief Marketing Officer, Brent's primary responsibilities include leading marketing strategy and execution for c2b solutions, development of c2b solutions' proprietary consumer segmentation model and insights products, research on healthcare consumers’ motivations and behaviors, and providing marketing guidance to c2b solutions clients.

Tags: psychographic segmentation examples, psychographic segmentation in marketing, psychographic segmentation in advertising

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