PatientBond customizes communications according to patients’ psychographic profiles, appealing to personal motivations and communication preferences to enhance the likelihood of patient activation.
Psychographics pertain to people’s attitudes, values, lifestyles and personalities, and are the key to understanding healthcare consumers’ motivations. Segmenting people by these characteristics allows you to target and deliver communications that resonate more effectively and increase the likelihood of behavior change.
The psychographic segmentation model used by PatientBond was developed by healthcare consumer experts from Procter & Gamble who led such work for its Healthcare division during their careers at P&G. The model is 91.1% accurate at identifying a consumer’s psychographic profile, and each segment has its own unique approaches to health and wellness, motivations for behavior change and communication preferences.
Self Achievers are the most proactive when it comes to their wellness, investing what is necessary for their health and appearance. They stay on top of health issues with regular medical check-ups and screenings. Motivated by goals and achievement, Self Achievers will tackle a challenge if they are given progress measures.
Balance Seekers are generally proactive in their health and are wellness-oriented. They are open to many ideas, sources of information and treatment options when it comes to their healthcare. Balance Seekers themselves – not healthcare professionals – define what success looks like in their health. Choice is important.
Priority Jugglers are very busy with many responsibilities. Because of these commitments, they may invest in their own wellbeing and are reactive when it comes to their own, personal health issues. However, Priority Jugglers are very proactive when it comes to their family’s health and will make sure their loved ones receive the care they need.
Direction Takers believe their physician is the most credible resource for their healthcare needs. They look to healthcare professionals for direction and guidance because of their credentials. However, they are Direction Takers, not Direction Followers, because they may not follow recommendations if they have trouble incorporating them into their daily routine.
Willful Endurers live in the “here and now” and believe there are more important things to focus on than their health. They are not necessarily unhealthy, but they do what they like, when they like, and have a difficult time changing habits. They are self-reliant and can withstand anything life throws at them, going to the doctor only when they must.
PatientBond uses these insights to customize messaging to appeal to a healthcare consumer, based on the psychographic segment to which he or she belongs. Thus, there are five different versions of communications for any initiative, to engage patients according to their specific motivations. This approach is unique to PatientBond, extending PatientBond beyond other patient engagement platforms to true behavior change technology.
Please visit our partner company, c2b solutions, for more information on the psychographic segmentation model and insights.
Each psychographic segment has its own communication preferences, both in messaging and channel. The following example email involves an appointment reminder for a flu shot. While the core message in this example is the same across segments (i.e., “keep your flu shot appointment”), certain segment-specific words and phrases resonate more strongly with each segment, motivating the desired behavior. Such words are highlighted in yellow on each email below: