What Influences "Self Achievers" to Buy Health Insurance? (Part 2 of 5)
PART 2 OF 5
With open enrollment season underway, advertisements for health insurance plans are popping up with increasing frequency—but are they hitting their mark? That depends on whom health insurance marketers hope to attract.
One psychographic segment that insurance companies want to get on board is the Self Achiever. While they may actually have health issues, Self Achievers stay on top of them with regular medical checkups, health screenings and research. But if you want to attract this proactive cohort of healthcare consumers, you need to understand them better.
▶ Where do Self Achievers Stand on the Affordable Care Act?
Research conducted by c2b solutions reveals that Self Achievers tend to take a more positive view of the Affordable Care Act (ACA) than other psychographic segments. A full 50 percent report that they either fully support or somewhat support the ACA.
In addition, Self Achievers take the initiative when it comes to maintaining their health and appearance—and that attitude comes through in many of their responses to questions about the ACA and healthcare reform in general.
For example, 37 percent of Self Achievers expect the ACA will lead to greater personal accountability for health and 39 percent believe that the U.S. healthcare system will become more efficient as reform progresses. Both of these responses are significantly higher than those of the other four c2b solutions psychographic segments.
In addition, Self Achievers see value in the ACA in terms of benefits for all healthcare consumers, expressing satisfaction that the ACA:
• Brings equality to the healthcare system, improving access overall, and
• Reduces the threat of being denied healthcare insurance due to pre-existing health conditions.
In fact, 50 percent of Self Achievers believe that healthcare is a right and the government should ensure that everyone receives the care they need. However, Self Achievers are also more likely to expect—and accept—accountability for health and wellness.
And that expectation extends to others, which is why Self Achievers are more likely than Balance Seekers, Priority Jugglers and Direction Takers to believe that the government should pass laws to incentive healthy behaviors or penalize unhealthy behaviors.
▶ How Do Self Achievers’ Attitudes Influence Behavior?
Ninety-two percent of Self Achievers report that they have health insurance coverage. In addition, 69 percent say they are extremely or very satisfied with their insurance and 66 percent believe they receive very good or fairly good value from their plans. Given these responses, it should come as no surprise that Self Achievers are much more likely to recommend their insurance to others than other psychographic segments.
Of course, Self Achievers still bring a host of expectations to the table when considering health insurance plans. In order to attract them, health insurance marketing can focus on several key messages:
• Show them you care.
The c2b solutions survey reveals that 82 percent of Self Achievers value health insurance companies that make them feel like the company cares about its members’ health. How? Incentives for healthy behavior could help, with 87 percent of Self Achievers saying that premium reductions, co-pay reductions or coupons for health and wellness products would make a health insurance plan attractive to them.
• Help them succeed.
Self Achievers actively seek support and tools to help manage the health conditions that they or their family members face. Not surprisingly, 74 percent say they value insurance plans that address those needs with disease management programs, a statistically larger percentage than the other four psychographic segments.
• Become a trusted resource.
Since Self Achievers tend to take the initiative on their health and wellness, they like to conduct their own research. As a result, 78 percent of Self Achievers—a significantly greater number than other segments—say it is extremely important that their insurance provider is a company they would go to for healthcare information.
“You can motivate by fear, and you can motivate by reward. But both those methods are only temporary. The only lasting thing is self-motivation.”
As a former high school, college and NFL football coach, Homer Rice knows a thing or two about motivating people. He writes: “You can motivate by fear, and you can motivate by reward. But both those methods are only temporary. The only lasting thing is self-motivation.”
And of course, health insurers want members who embody self-motivation when it comes to health. By utilizing psychographic segmentation, you are better able to identify the right messaging to use in health insurance marketing to attract these desirable, highly-motivated Self Achievers to their plans.