Psychographic segmentation identifies groups of people according to their motivations, priorities and communication preferences. This is because psychographics pertain to people’s attitudes, values, personalities and lifestyles. Segmenting healthcare consumers according to these shared characteristics drives efficiencies in targeting and messaging. In essence, psychographic segmentation classifies people according to WHY they behave and make decisions the way they do.
Unfortunately, the healthcare system has traditionally treated patients/members/employees/shoppers the same, almost as “walking health conditions” who think and act alike based on their situation. In reality, healthcare consumers are not all motivated by the same things, nor do they have the same barriers to positive behavior change. Healthcare consumers do not define themselves by their health condition, and a “one size fits all” approach to healthcare consumers will be of limited success.
Psychographic segmentation allows healthcare organizations to maximize success by customizing patient engagement (e.g., education, disease intervention, marketing) for like-minded consumers based on their motivations and preferences.
c2b solutions has conducted extensive research into psychographic segmentation focused on health & wellness, building upon the founders’ decades of experience leading such work at Procter & Gamble. c2b solutions has worked with many healthcare organizations to achieve success in both clinical and marketing applications of its psychographic model, from reducing hospital readmissions to helping patients with diabetes reach health goals, increasing customer acquisition and even increasing payment collections for Revenue Cycle Management.
The c2b Psychographic Segmentation model balances predictability (91.1% predictive) with practicality in application, represented by the following segments:
Self Achievers are the most proactive when it comes to their wellness, investing what is necessary toward their health and appearance. Self Achievers may actually have health issues, but they stay on top of them with regular medical check-ups, health screenings, and research. Self Achievers are task oriented, and will tackle a challenge if they are given measurable goals.
Balance Seekers are generally proactive in their health and are wellness-oriented. Balance Seekers are open to many ideas, sources of information, and treatment options when it comes to their healthcare. However, Balance Seekers themselves – not healthcare professionals – define what success looks like in their health. Physicians and other healthcare professionals are useful resources, but not the only resources, for leading a healthy life.
Priority Jugglers are very busy with many responsibilities. Because of these commitments, Priority Jugglers may not take the time to invest in their own wellbeing and are reactive when it comes to health issues. However, Priority Jugglers are very proactive when it comes to their family’s health and will make sure their loved ones receive the care they need.
Direction Takers believe their physician is the most credible resource for their healthcare needs. Direction Takers look at 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.
Willful Endurers live in the “here and now” and believe there are more important things to focus on than improving their health for the future. Willful Endurers are not necessarily unhealthy, but they do what they like, when they like, and typically do not change their habits. They are self-reliant and can withstand anything life throws at them, going to the doctor only when they absolutely must.
Each psychographic segment has its own communication preferences, both in messaging and channel. The following example email involves an appointment reminder for a flu shot. While the core message in this example is the same across segments (i.e., “keep your flu shot appointment”), certain segment-specific words and phrases resonate more strongly with each segment, motivating the desired behavior. Such words are highlighted in yellow on each email below:
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