The Psychographic Segments: Direction Takers
Direction Takers believe their physician is the most credible resource for their healthcare needs. Direction Takers like to “cut to the chase” and do not like to be asked a lot of questions; they look to their physician and other healthcare professionals for direction and guidance because of their expertise and credentials.
Direction Takers are more likely to go to the doctor at the first sign of health concerns.
However, Direction Takers may not always follow a physician’s advice – not because they disagree with his/her recommendations, but because it is often difficult to work these recommendations into their routine.
Statements with which Direction Takers are statistically (95% confidence) more likely to agree relative to all other psychographic segments:
- “I do whatever the doctor tells me.”
- “I will go to the doctor at the first sign of health concerns.”
- “There is a right way of doing things and a wrong way of doing things.”
Comparisons of email communications with versions customized for each Psychographic Segment to illustrate segment-specific language: