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Announcing the Next National Health Care Consumer Study

stethoscope_on_an_american_flagc2b solutions is announcing its next national market research study on the U.S. health care consumer. 4,000 respondents will answer nearly 400 questions about their attitudes, needs and behaviors across channels of health care delivery.

This study is currently in its design phase, and will be fielded by Ipsos in early January 2015.

An Indispensible Resource for Health care Consumer Understanding

The first study conducted by c2b solutions in early 2013 yielded 15.6 million data points on the U.S. health care consumer. The results of this study were published in the 1st edition of the c2b Consumer Diagnostic, with a foreword by Tommy Thompson, former Governor of Wisconsin and Secretary of the U.S. Department of Health & Human Services.  From his foreword:

“The data contained in the c2b Consumer Diagnostic is critical for all health care organizations

seeking to meet the needs of their consumers. Beneficiaries of this data include stakeholders

across all channels of health care delivery...”

A Changing Environment

More than half of the questions in this next study will be repeated from the first study, to allow for trend analysis. When the first study was conducted, the Affordable Care Act had been upheld by the U.S. Supreme Court, but many of the ACA’s provisions directly affecting consumers were not yet enacted. 

2014 saw the rocky start of the Health Insurance Exchanges, and the next study will be executed midway through the open enrollment period for 2015. Thus, consumers will have had experience with this new health care landscape, and it will be fascinating to see how perceptions, attitudes, and behaviors have changed since 2013.

Because the health care marketplace is so dynamic, this study will be conducted annually to allow for sustained trend analysis.

Depth & Breadth of Health Care Consumer Insights

c2b solutions’ national study is ambitious, covering many topics of great importance to various health care stakeholders. The next study will include such topics as (but not limited to):

  • Health & wellness attitudes (from which education and advertising messaging can be derived)

  • Prescription, OTC medicine, and Vitamins/Minerals/Supplements purchasing behaviors (more than 50 bricks & mortar and online retailers/sources included)

  • Brand versus generic/private label preferences (Rx and OTC)

  • Desired role of healthcare providers (physicians, nurses, pharmacists, etc.)

  • Perceptions and attitudes regarding Health Care Reform/Affordable Care Act/Health Insurance Exchanges

  • Desired attributes of a health insurance company

  • Social media habits

  • Media and information source preferences (more than 50 sources included)

  • Message receptivity and fatigue

  • Psychographic segmentation with 91.1% predictability, to drive more effective consumer engagement

  • Plus many more topics…

Opportunity for c2b solutions Clients

c2b solutions’ clients have the opportunity to include questions of strategic importance in this next study. Survey design closes on December 12, 2014, there is a month to influence the questions that will be included in the study. 

Moreover, the cost for any one client to run a study as comprehensive as this would be much more than the license fee from c2b solutions. Licensing the market research data from c2b solutions is a significant value, gaining health care consumer insights consistent with the rigor and robustness of a P&G consumer study (since the experts at c2b solutions led this research at P&G for over 20 years) at a fraction of the cost.

Contact us to learn more about c2b solutions’ next national study or any of our products and services.

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


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