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Hospital Marketing: How to Use Market Segmentation to Improve Patient Activation and Retention

Female doctor showing an adult male patient information on a tablet

There’s a saying in business that it costs more to attract a new customer than it does to keep one, and hospital marketing is no different. While hospitals and health systems are unlike other types of businesses, the sentiment is the same when it comes to patients. When patients use a health system’s services, they are more likely to use their other offerings, like specialty doctors, testing services or physical therapy. Each of these patient engagement touchpoints increases revenue and health outcomes for years to come.

But how can hospitals and health systems keep patients engaged enough that they will stick with their providers and utilize additional services? Healthcare market segmentation through a patient engagement platform may be the answer.

Hospital Patient Segmentation using Psychographics

Hospitals and health systems that are ahead of the curve are starting to get smarter with how they market to their patients. Instead of throwing generic content and messaging out there and hoping something sticks, they’re being more savvy and strategic with their approach.

This is a big reason why PatientBond emphasizes using psychographic segmentation, which looks at a patient’s inner motivations driven by values and beliefs and markets to them based on those motivations based on psychographic profiles. This concept allows providers to encourage patients to act on their health based on these beliefs.

Each psychographic segment prefers a different engagement strategy, which includes messaging wording and channel mix, depending on the topic of engagement. For example, when a hospital follows up with a patient after a doctor’s appointment, Priority Jugglers are statistically more likely to prefer a live phone call while Willful Endurers are more open to video chat/virtual consults.

MOST Preferred Method of Contact by a Hospital for Follow-up After Doctor Appointment

General Population

(n=5000)

Self Achievers

(n=1032)

a

Balance Seekers

(n=775)

b

Priority Jugglers

(n=586)

c

Direction Takers

(n=743)

d

Willful Endurers

(n=1864)

e

Live phone call

33.2%

 

34.7%

e

30.6%

e

41.5%

abe

44.3%

abe

26.4%

 

Video chat/Virtual consult

5.5%

 

5.9%

c

4.8%

c

1.9%

 

4.4%

c

7.2%

bcd

Note: A letter a through e is associated with each psychographic segment/column (e.g., Self Achievers = a). If a percentage is followed by a letter, that percentage is statistically larger than the percentage listed for segment/column with the corresponding letter.

The more a patient is contacted by their provider using their preferred channels, the more likely they are to respond to messaging and other marketing of hospital services. But patient activation doesn’t quite necessarily always lead to retention. Providing care options that fit the patient’s preferences plays a large role. For instance, while Self Achievers are extremely/very comfortable with virtual visits, Priority Jugglers are statically the least likely to be comfortable with this service in comparison to all other segments.

Comfort Level Using Smartphone/Tablet/Laptop/Desktop for Telehealth/Video/Virtual Visits

General Population

(n=5000)

Self Achievers

(n=1032)

a

Balance Seekers

(n=775)

b

Priority Jugglers

(n=586)

c

Direction Takers

(n=743)

d

Willful Endurers

(n=1864)

e

Extremely/Very Comfortable (Top 2 Box)

56.4%

 

65.5%

bcde

57.3%

c

46.4%

 

53.6%

c

55.3%

c

Somewhat Comfortable

22.7%

 

18.5%

 

20.8%

 

25.4%

ab

22.3%

a

25.2%

ab

Not Very/Not At All Comfortable (Bottom 2 box)

20.9%

 

16.0%

 

21.9%

a

28.2%

abe

24.1%

ae

19.5%

a

It’s important to look at all factors of the patient journey because all aspects of it can impact patient activation and patient retention.

Leverage Psychographic Segmentation through Insights Accelerator™

If psychographics is involved in the patient engagement journey, it only makes sense to incorporate artificial intelligence into the process. This means utilizing the psychographic data that’s being polled from patients, applying it and tweaking it based on how patients respond.

This can be done through the PatientBond Insights Accelerator™, a healthcare market segmentation tool that houses healthcare consumer research for providers to use and leverage for hospital marketing. This data includes not only patient psychographic, demographic, attitudinal and behavioral data, but also the option to pull heatmaps for patient segments across the U.S. down to the Census block level for geo-targeting promotion and communications.

While other patient engagement software companies continue to automate with “one size fits all” communications and deliver lackluster results, PatientBond Insights Accelerator™ gives providers the information they need to determine their strategy and improve their hospital marketing efforts. 

Implement Patient-Provider Match

Why not go a step further in the patient segmentation journey and apply it to patient-provider matching? With Patient-Provider Match, patients can be paired with doctors based on their psychographic profiles to deliver an unmatched (no pun intended) care experience. It can work with other Find-A-Doc applications or on its own, thanks to PatientBond’s digital health platform.

It’s never too late to become a steward of a patient’s healthcare journey through psychographic segmentation. Learn more about how hospitals and health systems can utilize Patient-Provider Match to increase the lifetime value of a patient today.



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