Key Points Include:
Psychographics is an effective way to segment groups of people to understand what motivates positive behavior change.
PatientBond has identified five segments of people, each one with different views about vaccinations, including against COVID-19.
Two segments are most likely to vaccinate: Self Achievers and Direction Takers. Both groups tend to be slightly older, have more diseases, trust physicians and see them more often.
Two segments least likely to vaccinate are Balance Seekers and Willful Endurers. They don't go to doctors as much and are suspicious of institutions.
Understanding these segments and what motivates them can be used to create more effective communication campaigns to improve vaccination rates.