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Psychographic Segmentation and its Practical Application in Patient Engagement and Behavior Change

PatientBond operationalizes this consumer industry methodology through digital engagement

Traditionally, healthcare has taken a “one size fits all” approach to patient engagement, assuming everyone with the same health condition thinks and acts alike. However, people have unique personalities, motivations and priorities. Psychographic segmentation identifies groups of people within a population who share these characteristics, and enables a healthcare organization to personalize engagement across a population. Until now, operationalizing psychographic segmentation has been challenging.

This whitepaper describes PatientBond’s proprietary and proven psychographic segmentation model and discusses how PatientBond operationalizes this consumer industry methodology through digital engagement. Case studies of patient behavior change with significant results are included in this paper.


Healthcare Consumer Technology Whitepaper_Tablet

The Current State of Healthcare Consumer Technology

Shaping the Patient Experience

Healthcare consumers are seeking a digital experience with providers that easily integrate with their lives. With healthcare costs continuing to rise and with more of these consumers footing the bill, they're exploring their options. As a result, providers are adopting new healthcare technologies that elevate the digital patient experience.


Beckers Healthcare Whitepaper Tablet_Driving-COVID-19-Vaccinations

Driving COVID-19 Vaccinations Using Healthcare Consumer Psychographic Segmentation: Research Insights and Solutions

A Collaboration Between Becker's Healthcare and PatientBond

The healthcare system is mobilizing to promote and manage the distribution of COVID-19 vaccines. Consumer demand for the vaccine is high; however, not everyone is receptive to a COVID-19 vaccination. It is estimated that just over half of adults in the United States will get a COVID-19 vaccination, but most would wait months to get it. What are healthcare organizations' strategies for accelerating uptake among those who take a wait-and-see approach? PatientBond conducted national market research in late February 2021 with a focus on psychographics to understand consumers' reasons for avoiding a vaccination and what is needed to overcome these challenges.



Enhancing Communication, Improving Care

A Whitepaper On Engaging Specialty Pharmacy Patients To Improve Care and Outcomes

AcariaHealth, a leading specialty pharmacy, uses leading-edge technologies and targeted communication strategies to give patients the tools they need to manage complex and chronic conditions.  This led to a collaboration with PatientBond, in which patients with arthritis, cholesterol, Crohn’s disease, psoriasis or ulcerative colitis received digital communications personalized to each patient’s psychographic profile.

This whitepaper explores opportunities to increase patient engagement and positively impact health outcomes when incorporating patients’ behaviors and personal communication preferences into messaging and delivery.


Leveraging Predictive Analytics Whitepaper Tablet

Leveraging Predictive Analytics with Social Determinants of Health and Psychographic Segmentation for Personalized, Hyper-Relevant Member Engagement

A Collaboration Between VitreosHealth and PatientBond

Patient or Member engagement is a key component in educating and activating appropriate behaviors across a population to keep it healthy. This also allows providers to realize maximum reimbursement under a value-based care payment system.

This whitepaper will discuss how to leverage Social Determinants of Health (SDoH) and predictive analytics to enable a more accurate risk segmentation and psychographic segmentation to drive personalization of message and channel mix to amplify desired behavior change across a patient or member population.


Health Motivation Whitepaper Tablet

Health Motivation Whitepaper

A Collaboration Between the American Heart Association Center for Health Technology & Innovation and PatientBond

While health care providers agree that patient education is critical, they also know it’s only effective when it turns into action. Health information needs to be provided to patients in a way that is readily accepted and easily understood, and patients need to be motivated to pursue healthy or preventive behaviors. The American Heart Association (AHA) Center for Health Technology & Innovation and PatientBond are addressing this opportunity with a new research-based program called the Health Motivation Platform (HMP).

The HMP blends the AHA’s science-based CarePlans with psychographic segmentation and digital technology to produce meaningful patient engagement.  This white paper will describe the details of AHA CarePlans, psychographic segmentation and how the HMP works, with underpinning science and other background information.


Breakthroughs in Patient Engagement Whitepaper Tablet

Breakthroughs in Patient Engagement and Behavior Change

Reducing Hospital Readmissions and Promoting Prevention of Cardiovascular Events

Published by FierceMarkets

Readmissions is a common — and costly — issue for healthcare. Patients who suffer from cardiovascular events are at high risk for winding up back in the hospital in less than a month. Though heart failure is one of the most preventable readmission causes, unless patients follow a treatment plan and communicate when there’s a problem, they're much more likely to be readmitted.

This whitepaper outlines the solutions to this patient engagement challenge.


Engaging Medically Underserved Patients  Whitepaper Tablet

Engaging Medically Underserved Patients

Using Technology and Psychographic Segmentation to Help Address the Needs of Medically Underserved Populations

On the path to transforming healthcare in America, some of the biggest challenges ahead lie in bridging gaps in care for medically underserved populations. A physician workforce study sponsored by the Association of American Medical Colleges (AAMC) projects a “significant shortage” of primary care physicians, as well as medical and surgical specialists, in the coming decade.

The physician shortage, however, represents just one facet of the complex problem of medically underserved populations. This whitepaper delves deeper into contributing factors and possible approaches for overcoming barriers to care.



Analysis of Consumers with Diabetes

An extensive sample of market research data on patients with diabetes from the PatientBond Consumer Diagnostic, a study of the U.S. healthcare consumer

This whitepaper is an abbreviated summary of data and insights on consumers with diabetes, from PatientBond’s national study on the U.S. health care consumer. 

The survey was developed by PatientBond with assistance from Ipsos, a leading global consumer research firm. Respondents were members of Ipsos’ national research panel, and the population of respondents in this study mirrors U.S. Census data, with a balance for demographics, socioeconomics, and geography.

This whitepaper provides a sample of the data found in the PatientBond Consumer Diagnostic. This sample will help the reader determine whether he or she will want to explore the more comprehensive data set from PatientBond’s national study. 


The Truth About Patient Engagement and Activation

A guide to activating patients based on their psychographic motivations and preferences

“Patient engagement” is a popular catch-phrase in the health care industry; however, it is often being addressed as a one-way street, where healthcare providers talk to patients, not with them. Patient engagement is a means, not an end and triggering patient activation and healthy behaviors is critical to positive health outcomes.

To achieve patient activation through effective engagement, we need to understand what motivates healthcare consumers on the individual level. Unlocking these motivations and communication preferences is key to success, and measuring our efforts is crucial for an effective activation strategy.


Healthcare Consumerism in Action

Millennials and the New Healthcare Climate

There’s no doubt that the Millennial generation has made its presence keenly felt in most consumer sectors. However, in healthcare, we often focus our attention on the retiring Baby Boomer generation. But millennials are one of the driving forces behind the consumerization of American healthcare, a move causing significant challenges — and unprecedented opportunities — for providers.

This whitepaper explores how the consumerization trend developed, what motivates young healthcare consumers and what the future of healthcare delivery will look like. 


Understanding Boomers

A Disruptive Force in American Healthcare

In 2030, 1 in 5 of the U.S. population will be 65 and older and today, Baby Boomers are driving the “graying of America.” This demographic shift will have major implications for healthcare services and providers as Boomers’ disruptive impact resonates within the healthcare system for decades to come.

This whitepaper explores the psychographic differences among Baby Boomers as well as how to provide support for the sandwich generation.


What Data-Savvy Businesses Can Teach the Healthcare Industry About Success with Consumers

A guide to what healthcare businesses need to understand about how data-driven strategy operates in a real-world, retail setting

Although hospitals and health systems collect and massive amounts of consumer data, the healthcare industry trails behind retail, financial services, travel and entertainment organizations in using data and analytics to win with consumers and fuel growth. Few organizations have an established methodology, strategy or framework to use that information in a practical way to effect positive change at a systemic level.  

Hospitals and health systems would do well to take a page out the retail playbook when it comes to using data effectively to drive success with consumers. This whitepaper is designed to to help guide hospital decision-makers adapt retail methodologies into actionable, data-driven strategies.