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Press Release: Baptist Health Enhances Patient Experience Using PatientBond Psychographics

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PRESS RELEASE: PatientBond announced that Baptist Health of Northeast Florida will employ the PatientBond psychographic segmentation model and healthcare consumer insights to personalize and enhance patients' experience with the health system.

Baptist Health is the largest health system in Northeast Florida, also serving Southeast Georgia, with five nationally-accredited hospitals and more than 200 points of care, including digital service options. Baptist Health is ranked as the Most Preferred healthcare provider in Jacksonville, Florida, and strives to constantly improve its services and patient experience.

Staying a step ahead of the healthcare industry, Baptist Health is looking to a form of consumer science known as psychographic segmentation to inform patient engagement strategies. Psychographics pertain to people's attitudes, beliefs, values and personalities, and are core to their motivations, priorities and communication preferences. Psychographic segmentation has been leveraged by consumer products companies like Procter & Gamble, retailers like Walmart and CVS and financial entities like GEICO for decades to understand consumers' decisions, but Baptist Health is an early pioneer in its application to healthcare. By harnessing these insights, Baptist Health can enable personalized patient engagement across a large population.

"By combining the voice of the customer, analytics, and PatientBond, we are accelerating our strategies to deliver an increasingly personalized, responsive patient experience," said Melanie Husk, SVP, Chief Consumer Officer, Baptist Health. "Our goals are increased satisfaction, loyalty and retention."

PatientBond conducts extensive market research on healthcare consumers and is about to launch three more national studies to gain the most current insights into topics such as shoppers' journeys for hospitals and health insurance, urgent care services, clinical research participation and preferred channels of communication. Past and future market research data can be accessed via the PatientBond Insights AcceleratorTM, an intuitive, online interface to easily analyze millions of data points, categorizing healthcare consumers by psychographic, demographic, socioeconomic and health condition variables.

Baptist Health will use the Insights AcceleratorTM to help deepen the health system's understanding of the needs of patients, including their preferred communication channels and content, in order to engage them more effectively.

To learn more about psychographic segmentation in healthcare, please download our whitepaper, "Psychographic Segmentation and its Practical Application in Patient Engagement and Behavior Change."



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