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What Influences "Priority Jugglers" to Buy Health Insurance? (Part 4 of 5)

 

PART 4 OF 5


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Having a lot of balls in the air isn’t an uncommon condition these days. Demanding work and family schedules take their toll. And the fact that many Americans don’t take the vacation days they’ve earned only adds to stress levels.


Priority Jugglers tend to put their career and family responsibilities ahead of their own health.


These pressures are reflected in the attitudes of one of c2b solutions’ psychographic segments, the Priority Jugglers. Representing 18 percent of the general population—and 21 percent of American males—Priority Jugglers tend to put their career and family responsibilities ahead of their own health. What will it take for health insurance marketing to influence Priority Jugglers to get the health insurance coverage they need?

 

Breaking Through the Priority Juggler’s Barriers

FT_16.06.14_fathersDay_time_use.pngWe know from our research that Priority Jugglers may not take the time to invest in their own wellbeing. They commonly report that when they feel sick, they don’t let it get in the way of work or family obligations. However, Priority Jugglers—who are often married with children in the household—do consider the health of their loved ones a priority.

But health insurance marketers still have their work cut out for them when it comes to engaging this audience—and not just because they’re over-scheduled. You need to understand their underlying attitudes towards the Affordable Care Act and health insurance plans.

 

▶ Where Priority Jugglers Stand on the ACA

When it comes to the ACA, 16 percent oppose it somewhat and 29 percent fully oppose it, both statistically significant variations compared to three other psychographic segments—Direction Takers,  Willful Endurers and Self Achievers.

Not surprisingly, given their opposition to the ACA, 77 percent of Priority Jugglers have never visited the Federal or any of the State health insurance exchanges and 92 percent did not purchase their currently insurance through these exchanges.


What else do Priority Jugglers think?

55 percent say they are concerned that the government, rather than medical professionals, will make decisions related to patient care.

49 percent see government involvement in their healthcare as intrusive.

42 percent worry that their own or their families’ care will suffers as a result of the ACA and other healthcare reform initiatives.


The negative attitude toward the ACA and health care reform colors Priority Jugglers’ expectations on healthcare costs as well. According to our research, 42 percent have a somewhat negative or extremely negative view of how the ACA will impact their healthcare expenses such as copays, premiums, out-of-pocket expenses, prescriptions and even over-the-counter medicines.

 

▶ Most Priority Jugglers Are Already Insured

Overcoming a lack of enthusiasm—or direct opposition—to the ACA and health insurance exchanges isn’t the only hurdle health insurance marketers face when it comes to Priority Jugglers. According to our research, 93 percent of Priority Jugglers report that they have health insurance coverage and 88 percent are extremely, very or somewhat satisfied with their current health insurance plans.juggling_responsibilities.jpg

Moreover, 85 percent say they have no plans to switch insurance carriers, a statistically greater percentage than Balance Seekers, Willful Endurers and Self Achievers. For the 8 percent that do plan to make a change, the top reason cited was rising costs for health insurance premiums.

One factor that can be used to attract Priority Jugglers to health insurance plans during open enrollment — and keep them enrolled — is the use of incentives that reward healthy behaviors. Among the 78 percent of Priority Jugglers who support incentives, the most popular incentives include discounts off health insurance premiums, the ability to earn back money spent on deductibles or stipends added to their paychecks.


Let’s take a look at what other qualities Priority Jugglers consider important in their health insurance plans:

92 percent look for medical coverage options that meet their needs.

91 percent want reasonable annual premiums and co-pays.

89 percent say prescription medication coverage, timely medical care and access to appropriate laboratory tests are critical.


In addition, Priority Jugglers tend to value convenience. After all, they already have a lot going on in their lives. As a result, 87 percent want health insurance companies to provide transparent, easy-to-digest information on plan coverage. And 85 percent want a health insurance company that will go to bat on their behalf.

Moreover, a health insurance company could appeal to Priority Jugglers’ sense of duty to loved ones or colleagues in its marketing or in disease intervention programs, to influence choices regarding plans or health behaviors. Helping a Priority Juggler see how such choices help them live up to their responsibilities is key.


Several psychographic segments look to less traditional sources — family, friends and even strangers — when seeking out information about health insurance.


Given their propensity to stick with their current health insurance coverage, health insurance companies should focus on keeping their existing Priority Juggler members satisfied. Such an approach could pay off in other ways given that 75 percent of Priority Jugglers say they are extremely, very or somewhat likely to recommend their current health insurance.

While Priority Jugglers may be a challenging segment to attract, health insurance companies can take advantage of this positive attitude, using word-of-mouth advertising within their health insurance marketing plans. After all, several psychographic segments look to less traditional sources—family, friends and even strangers—when seeking out information about health insurance.  

Psychographic Segmentation and its Practical Application in Patient Engagement and Behavior Change

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