How to Use Psychographics to Attract New Patients to Urgent Care Centers
The demand for urgent care is on the rise. But as new competitors continue to enter the already-saturated market, bringing new patients to your facility can feel like a challenging task. However, with a better patient targeting method and improved communications, you can enhance your patient acquisition efforts.
What Is Psychographic Segmentation?
Psychographic segmentation is one way urgent care centers can stand out from competitors. PatientBond’s proprietary model classifies patients into one of five groups based on their lifestyles, values, beliefs and priorities. These characteristics are core to patients’ motivations, decisions and communication preferences. In turn, this information helps healthcare providers and marketers more easily predict consumer behavior. For example, it can show who is most likely to utilize urgent care services.
According to the PatientBond 2018 Consumer Diagnostic Study, a nationally-representative study of healthcare consumers in the United States, 67% of frequent urgent care visitors (those who come in at least once every three months) are Willful Endurers. Willful Endurers tend to put their health on the back burner and not visit a doctor until the last minute. When they do see a healthcare provider, they want to know how their recommendations can help them today. Willful Endurers do not like to wait for an appointment -- they know what they want, when they want it. This attitude makes them prime targets for urgent care acquisition.
A large, national hospital system also analyzed a comprehensive set of demographic, socioeconomic and hospital utilization data. They found that the population density of Willful Endurers around an urgent care center was one of the highest predictors of whether an in-network urgent care clinic was successful or not.
Willful Endurers aren’t the only segment that utilizes these services, though. Self Achievers are also likely candidates. They tend to be more on top of their health and feel in control of the situation. Self Achievers are proactive and will take any necessary steps to prevent illness, and they like to have many options for accessing care Hence, urgent care centers are an ideal resource for them.
How Can Urgent Care Centers Leverage These Data?
Since urgent care centers near large populations of Willful Endurers are more likely to succeed, heat-mapping psychographic segments can help new providers pinpoint the best location for their facility.
If you belong to an already-established urgent care center in an area with few Willful Endurers, hope is not lost. There are proven ways to engage patients of all psychographic types to attract and retain them and keep them coming back when your services are needed. PatientBond can engage current and potential patients with the right mix of segment-specific messaging and digital channels to positively influence their behavior.
According to the same Consumer Diagnostic Study, frequent urgent care visitors are 5X as likely to have visited a hospital in the last 12 months. This represents a big opportunity for hospitals to use in-network urgent care centers as a gateway for acquisition and loyalty. If an independent urgent care center or chain doesn’t already have strong relationships with local hospitals, now is the time to form them. There is a significant synergy here upon which to capitalize.
By understanding your patient population’s and geographic area’s psychographic makeup — whether it’s primarily Willful Endurers or a mix of all five segments — you can tailor your acquisition strategy to meet healthcare consumers’ needs more effectively.
For example, you can market your clinic as an all-in-one facility, especially if it’s part of a larger network. Whether you have specialists on-site or close by, showing patients you can address a breadth of health and wellness concerns is an excellent way to engage every segment. Today’s healthcare consumers are busy — especially Priority Jugglers — and serving multiple needs appeals to their desire for both convenience and quality care.
PatientBond’s proprietary psychographic segmentation model delivers valuable insights that increase acquisition and amplify engagement. In turn, these data can help you decrease your marketing spend and improve your response rate by targeting responsive consumers with well-crafted messages that inspire them to take action.
For more on psychographic segmentation and how it can enhance your patient acquisition strategy, download our case study.