Key Points Include:
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Psychographics is an effective way to segment groups of people to understand what motivates positive behavior change.
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PatientBond has identified five segments of people, each one with different views about vaccinations, including against COVID-19.
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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.
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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.
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Understanding these segments and what motivates them can be used to create more effective communication campaigns to improve vaccination rates.