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.
