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Actionable Insights for Pharma at the 2014 Market Research Conference


2014 Pharma Market Research Conference, February 6-7 This year, c2b solutions has made a commitment to drive greater awareness of consumerization in the health care industry.

In 2014, we will be participating in several opportunities that will allow us to share our health care consumer insights and market research and to provide health care organizations a sampling of our professional services.

As you may have already seen, our first engagement will be at the 2014 Pharma Market Research Conference at Parsippany, NJ in the beginning of February.

For those of you who won’t be able to make it to the conference, or just want to get a sneak peek of what you can expect to hear about in our presentation, here’s a look at what we’ll be discussing next month in Parsippany.

Psychographic Segmentation: The Key to Understanding Consumer Behavior Change

Our goal is to help attendees from all areas of the pharma industry differentiate themselves to health care consumers and achieve superior results in an environment of dynamic reform.

I will be sharing the stage with Stephen Longley, CEO of TPG, an Omnicom agency, and, together, we will be sharing insights from the c2b Consumer Diagnostic and the c2b Psychographic Segmentation model with case studies of application.

In our presentation we will be sharing new information from the proprietary c2b psychographic segmentation model with our audience in order to create a better understanding of how the behaviors and needs of each different segment motivates and informs health care consumers in a reform environment.

Those of you who would like to see our data in action may be interested to know that we are also going to have a live demonstration of the segmentation methodology by employing an Audience Response System, where members of the audience will be able to answer the Classifier questions with aggregated answers projected on-screen. 

Based on the aggregated answers, we will classify the audience into one of the five psychographic segments, provide a description of that segment, and provide insights on how to influence that segment’s health and wellness behaviors.

  • Segment 1:  Balance Seekers
  • Segment 2:  Willful Endurers
  • Segment 3:  Priority Jugglers
  • Segment 4:  Self Achievers
  • Segment 5:  Direction Takers

If you’re interesting in finding out more about the characteristics of these segments, you can find deeper analysis in some of our previous articles, so I won’t go into great detail on them here. 

However, it is important to know that each segment is motivated by a different set of factors, and therefore the messaging that must be utilized to influence behavior change will also necessarily be different.

Speakers and Attendees

The Pharma Market Research Conference is a gathering of senior level pharmaceutical, biotechnology, medical device, and diagnostics executives in market research.  More than 300 people attended in 2013 and walked away with invaluable information, meaningful interaction with the industry’s leading experts, as well as new business opportunities.

c2b solutions will be in esteemed company among the many speakers at the conference, with representatives presenting from among the biggest companies in healthcare:

  • Bristol-Myers Squibb
  • Eli Lily and Company
  • Johns Hopkins Healthcare
  • Merck & Co., Inc.
  • Nielson
  • Pfizer

Ipsos, the market research agency with whom we collaborated to develop our proprietary psychographic segmentation model, will also have a major presence at this conference.  Ipsos is one of the largest market research companies in the world, and c2b solutions is fortunate to work with one of their best health care teams.

We’re off to a strong start in 2014, and we will continue our speaking opportunities with our next engagement at the 2014 World Health Congress in March.

We’ll share more about this opportunity in an upcoming article, so make sure you subscribe so you can stay up-to-date on the latest news here at c2b solutions.

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


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