Psychographics: The Key to Motivating Healthcare Consumer Behaviors
Psychographics pertain to people’s attitudes, values, lifestyles and personalities and are the key to understanding healthcare consumers’ motivations and communication preferences. Segmenting people by these characteristics allows you to target and deliver communications that resonate more effectively and increase the likelihood of behavior activation.
The psychographic segmentation model used by PatientBond was developed by healthcare consumer experts from Procter & Gamble. 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.
PatientBond uses psychographic insights to create personalized messaging that will appeal to healthcare consumers based on their psychographic profiles. There are five psychographic segments, each with a unique set of motivations and communication preferences requiring a different engagement strategy. Only PatientBond uses a proven psychographic segmentation model to personalize communications, achieving unrivaled business and clinical results for our clients.