How Psychographic Segmentation Improves the Specialty Pharmacy Patient Journey
Patient care takes on a slew of challenges in the specialty pharmacy sector, but one of the biggest of them all is getting healthcare consumers to follow their patient journey. This can be rather difficult when their care plan is stringent and the success of the treatment almost entirely relies on their full cooperation.
That’s why specialty pharmacies are in dire need of a solution that convinces patients to follow their care regimen. At PatientBond, we believe the answer lies in one healthcare consumer concept we rely on daily: psychographic segmentation.
What is Psychographic Segmentation?
Psychographic segmentation is a model that differentiates consumers based on their interests, values, ideals, etc. This has been used by companies like Procter & Gamble for years to market to retail consumers, but it can be used for other types of consumers, including healthcare.
PatientBond uses psychographic segmentation to help other healthcare providers market to patients and motivate them to adhere to care plans. To do this, each patient is categorized into one of five segments based on their responses within a quick classifier.
Self Achievers are all about their health and achieving their care plan goals. They like to meet with their doctors regularly and work with them to track their progress and make improvements.
Balance Seekers like to take care of themselves, often from a holistic and natural perspective. They don’t automatically listen to their doctors and instead do plenty of research to determine what’s best for their health.
Priority Jugglers don’t generally make time to take care of themselves with their busy schedules. When it comes to health and wellness, they prioritize their families instead and make sure they have the best care possible.
Direction Takers like to follow their doctor’s advice, especially if they can easily fit it into their daily routines. They value their insight immensely and while they aren’t always perfect at taking care of themselves, they try their best.
Willful Endurers don’t place as much priority in taking care of their health and focus on other aspects of their life instead. They like to do what they want when they want, even if it isn’t that healthy.
When healthcare providers segment and engage patients based on their psychographics, they quickly see a positive shift in patient engagement. Healthcare consumers begin to actually listen to their doctors and follow through on things like scheduling appointments, making patient payments and sticking to their care plan.
How Psychographics Improve Specialty Pharmacy Care
Integrating psychographics within your healthcare marketing and care model does more than providers may think. And just like any other provider like urgent care or primary care, specialty pharmacies are no different.
Improved Medication Adherence & Immunizations
It’s not easy to get a patient to follow a strict care plan, but what if you could without nearly as much pushback or issues? Communicating with patients based on their psychographic segment allows providers to hit the pain points that matter most to the healthcare consumer. This encourages them to stick to taking their medications and take them on time and to complete other steps within their care plan. When it boils down to it, you’re improving health outcomes more effectively.
Customized Care Plan
Speaking of care plans, integrating psychographics into your care approach allows providers to customize their approach to fit the patient’s needs. This is because psychographics can help you understand patients’ priorities and what will motivate them to adhere to their care plan.
It makes no sense to appeal to all healthcare consumers the exact same way because they do not all share the same attitudes, priorities and behaviors. However, psychographic segmentation uncovers these attributes and allows you to harness them to motivate and activate healthy behaviors. Patients will be more open to tackling their care plan if you appeal to these segments and as you continually work with them.
Enhanced Patient Engagement
Despite what providers may believe, a slick patient engagement platform isn’t going to keep patients engaged. It takes a bit more effort than that to get their interest. That’s why psychographics are ideal because the approach directly applies exactly what a patient wants out of their healthcare provider. With each interaction within the patient engagement platform, you build trust through empathy and genuine understanding.
Over time, you build a relationship a patient doesn’t want to give up and if anything, wants to keep the relationship growing. From there, it doesn’t take long to see patients respond to and utilize digital efforts.
Specialty pharmacies can build a strong patient journey with psychographics at the foundation. But in order to do that, providers need the help of PatientBond. Contact us today to learn about our latest tool, the PatientBond Insights Accelerator™, to explore specialty pharmacy patient insights that will enhance your strategies and care plans.