1  

Consumer-Centric Design: Psychographic Segmentation

and Consumer Behavior Change

If  There  are  No  Changes  to  the  Status  Quo….our  Past  Performance….Predicts  Poor  Outcomes  

1.  Medica=on  Compliance  and  Persistency  has  not  been  solved  

2.  Health  Screenings  (e.g.,  Cancer,  Blood  Pressure)  are  not  mee=ng  goals    

3.  Preventa=ve  Care  (e.g.,  low-­‐dose  aspirin,  immuniza=ons)  is  under  used  

4.  Wellness  Programs  (e.g.,  smoking  cessa=on,  weight  loss)  s=ll  have  low  rates  of  par=cipa=on  

 

Proxies  for  HC  Reform  have  not  fared  too  well    

•  Significant  Resources  Invested  

•  Extensively  Studied  and  Researched  

•  “Poor  to  Average”  Results  considering    investments  and  research  

•  Outcomes  for  Each  Dependent  Upon  an  Ability  to  Mo=vate  Individuals  to  Change  their  Behavior  

•  Segmenta=on  Needed  to  Enhance  Targeted  Communica=on  

 

Key  Learnings  

Psychographic  Possibili=es  

§  +300%  increase  in  traffic  to  a  brand’s  website  

 

§  70+%  par=cipa=on  in  disease  interven=on  program  

 

§  3X  increase  in  ecommerce  Visit-­‐to-­‐Order  rate  

3  

§  Demographic  &  Socioeconomic  Segmenta=on:    Grouping  people  by  gender,  age,  ethnicity,  income,  educa=on,  geography  and  other  physical  or  situa=onal  characteris=cs  

§  Behavioral  Segmenta=on:    Grouping  people  by  their  behavior  (e.g.,  healthcare  u=liza=on  behaviors  tracked  by  a  medical  claims  database,  shopping  behaviors  tracked  by  a  retailer’s  loyalty  card  database)  

§  AHtudinal  Segmenta=on:    Grouping  people  by  shared  abtudes  and  emo=ons  about  a  given  subject  (e.g.,  how  a  consumer  feels  about  preventa=ve  medicine  or  Health  Care  Reform)  

§  Psychographic  Segmenta=on:    Grouping  people  by  shared  values,  principles,  beliefs,  emo=ons,  personality,  interests  and  lifestyle  

 4  

A  Deep  Understanding  of  the  Health  Care                Consumer  Required  to  Drive  Behavioral  Change  

Deepest    

Surface  

c2b  Research  Summary  

5  

Health  Care  AHtudes  

Condi=ons  Experience,  Current  

Medica=ons,        OTC  AHtudes  

Health    Insurance  Provider  -­‐  

Sa=sfac=on,  Desired        Benefits  

Health  Care  Reform  AHtudes  

Sources  of  Health  Care  Informa=on    &  Media  

Demographics  Socioeconomics  

Geography    

United  States,  online  sample  of  4,  878  individuals  

Na=onal  representa=ve  sample  by  age  (18+),  sex,      region,  and  race  

Analyzed  1st  Quarter  2013  

 44  Disease  States  including…    •  Anxiety  •  Diabetes  •  Heart  Disease  •  Depression  •  COPD  •  Obesity  •  Hypertension  

 

15.6  million  data  points  

c2b  Consumer  Classifier  

6  

c2b  Consumer  Classifier  A  simple  12  ques=on  survey  will  place  you  in  one  

of  five  segments…  with  91%  predictability!  

Self  Achievers    (24%)  

Balance  Seekers  (18%)  

Priority  Jugglers    (18%)  

Willful  Endurers  (27%)  

Direc=on  Takers  (13%)  

The  c2b  solu=ons  Psychographic  Segments  

7  

Self-­‐Achievers  are  the  most  proac=ve  and  wellness  oriented    

8  

0%# 10%# 20%# 30%# 40%# 50%# 60%# 70%# 80%# 90%# 100%#

I'll#spend#whatever#it#takes#to#be#healthy#

I#am#already#healthy#but#I#take#steps#to#be#even#beBer#

I#acDvely#take#steps#to#prevent#illness#

Proac&ve)

DirecDon#Takers# Self#Achievers# Priority#Jugglers# Willful#Endurers# Balance#Seekers#

Willful  Endurers  are  the  least  engaged  They  depriori=ze  Heath  and  Wellness    

9  

0%# 5%# 10%# 15%# 20%# 25%# 30%# 35%# 40%# 45%# 50%#

I#have#an#unhealthy#lifestyle;#I#just#can't#change#my#habits#

I#consider#myself#a#"couch#potato"#

I#know#what#I#should#be#doing#to#be#healthy,#but#I#don't#make#my#health#a#priority#

Disengaged)

DirecFon#Takers# Self#Achievers# Priority#Jugglers# Willful#Endurers# Balance#Seekers#

The  Role  of  Physicians  

10  

Attitudes Toward Health Care Professionals

Strongly Agree/Agree Balance Seekers n = 711

a

Willful Endurers n = 1,107

b

Priority Jugglers n = 733

c

Self Achievers n = 953

d

Direction Takers n = 532

e

I like to take care of myself and don't like going to the doctor unless I'm really sick

79% (132) bcde

66% (110) de

72% (120) bde

44% (73)

44% (73)

Physicians are just one resource for me; I consider many sources when managing my health & wellbeing

82% (141) bcde

52% (90) e

48% (83)

67% (116) bce

45% (78)

My doctor is the most credible authority for my health & wellness needs

19% (34)

48% (86) a

64% (114) ab

76% (136) abc

86% (154) abcd

I do whatever my doctor tells me 26% (53)

43% (88)

a 51% (104)

ab 65% (133)

abc 71% (145)

abcd

!

11  

Psychographic  Segments  Across  Popula=ons  

0%#

5%#

10%#

15%#

20%#

25%#

30%#

35%#

40%#

45%#

50%#

General'Popula,on' Medicaid'Managed'Care' Medicaid'Standard' Uninsured'

Psychographic'Segment'Distribu,on'Across'Popula,ons'

Balance#Seekers#

Willful#Endurers#

Priority#Jugglers#

Self#Achievers#

DirecCon#Takers#

Medicaid  &  Uninsured  

Health  Condi=ons  by  Segment  

12  

Health Condition

Personally Experiencing Currently Balance Seekers n = 711

a

Willful Endurers n = 1,107

b

Priority Jugglers n = 733

c

Self Achievers n = 953

d

Direction Takers n = 532

e

Acid Reflux/heartburn/GERD 10% (63)

17% (106)

a 15% (94)

a 20% (125)

ac 21% (131)

ac

Depression 11% (92)

14% (117)

acd 10% (83)

9% (75)

17% (142)

acd

Diabetes Type 1 Type 2

4% (36)

1% (100)

4% (40)

11% (100) a

2% (200) acd

9% (90) a

9% (82) a

1% (100)

8% (80)

15% (136) abc

1% (100)

14% (140) abc

16% (145) abc

2% (200) d

14% (140) abc

Insomnia 11% (122)

cd 8% (89)

8% (89)

8% (89)

12% (133)

bcd

!

•  44  health  condi=ons  measured  •  >100  Rx  products  included  •  Brand  vs.  Generic  Preferences  

Health  Insurance  Company  Amributes  

13  

Attribute(

Extremely/Very(Important(Balance(Seekers(

Willful(Endurers(

Priority(Jugglers(

Self(Achievers(

Direction(Takers(

n(=(711( n(=(1,107( n(=(733( n(=(953( n(=(532(

Is(one(that(I(can(trust( 90%((108)(b(

74%((89)( 87%((105)(b(

90%((108)(bc(

92%((111)(bc(

Will(be(here(for(me(in(the(future(when(I(need(care(

86%((105)(b(

74%((90)( 85%((104)(b(

90%((110)(abc(

89%((109)(b(

Has(a(good(reputation( 83%((105)(b(

71%((90)( 80%((101)(b(

88%((111)(abc(

88%((111)(abc(

Makes(me(feel(like(they(care(about(my(health(

78%((108)(bc(

66%((92)( 66%((92)( 82%((114)(abce(

76%((106)(bc(

!•  33  amributes  measured  •  Cost  vs.  Choice  •  Premium  price  sensi=vity  analysis  •  Sa=sfac=on,  Value,  and  Likelihood  to  Recommend  •  50+  Influences  on  health  plan  choice  

Online  OTC  &  Personal  Care  Store    

RESULTS   Baseline   +6  months  

Average    Basket:   $33.51   $43.99  

%  Open   22.8%   20.6%  

Visit-­‐to-­‐Order   3.1%   10.1%  

Before   A`er  

14  

3X  visits  driving  30+%  increase  in  total  basket  purchases  

Applica=on  –  Workplace  Health  Interven=on    Among  “Company  X”  Plant  workers  who  showed  up  for  the  sessions:  

•  Amendance  overdeveloped  among  Balance  Seekers  and  Self  Achievers  

15  

•  Willful  Endurers  and  Direc=on  Takers  more  likely  to  be  eligible  for  program  

18%$

27%$

18%$

24%$

13%$

27%$

19%$ 18%$

27%$

11%$

0%$

5%$

10%$

15%$

20%$

25%$

30%$

Balance$Seekers$

Willful$Endurers$

Priority$Jugglers$

Self$$$$$Achievers$

DirecFon$Takers$

General$PopulaFon$

Company$X$Plant$AMendees$

27%$

19%$ 18%$

27%$

11%$

22%$24%$

18%$20%$

16%$

0%$

5%$

10%$

15%$

20%$

25%$

30%$

Balance$Seekers$

Willful$Endurers$

Priority$Jugglers$

Self$$$$$Achievers$

DirecGon$Takers$

Company$X$Plant$AMendees$

Eligible$for$Program$

Phase  1  Pilot  Results  

§  Willful  Endurers  most  likely  to  enroll  in  the  program  once  they  are  iden=fied  as  candidates  for  the  program  and  receive  coaching      

§  Closure  rate  on  candidates  increased  to  over  70%  

16  

1.03%

1.16%

0.91%

0.83%

1.01%

0.75% 1.00% 1.25%

Balance%Seekers%

Willful%Endurers%

Priority%Jugglers%

Self%Achievers%

DirecBon%Takers%

Index%Enrolled%

c2b  Consumer  Classifier  Live  Demo  

17  

c2b  Consumer  Classifier  A  simple  12  ques=on  survey  will  place  you  in  one  

of  five  segments…  with  91%  predictability!  

Marke=ng  to  the  Segments  

18  

Balance  Seekers   Willful  Endurers   Priority  Jugglers  

Self  Achievers   Direc=on  Takers  

Balance  Seekers  

19  

Balance  Seekers  are  generally  proac=ve  in  their  health  and  wellness-­‐oriented.    Balance  Seekers  are  open  to  many  ideas,  sources  of  informa=on,  and  treatment  op=ons  when  it  comes  to  their  healthcare.        However,  Balance  Seekers  themselves  –  not  healthcare  professionals  -­‐-­‐  define  what  success  looks  like  in  their  health.    Physicians  and  other  healthcare  professionals  are  useful  resources,  but  not  the  only  resources,  for  leading  a  healthy  life.  

Willful  Endurers  

20  

Willful  Endurers  live  in  the  “here  and  now”  and  believe  there  are  more  important  things  to  focus  on  than  improving  their  health  for  the  future.        Willful  Endurers  are  not  necessarily  unhealthy,  but  they  do  what  they  like,  when  they  like,  and  do  not  change  their  habits.    They  are  self-­‐reliant  and  can  withstand  anything  life  throws  at  them,  going  to  the  doctor  only  when  they  absolutely  must.  

Priority  Jugglers  

21  

Priority  Jugglers  are  very  busy  with  many  responsibili=es.    Because  of  all  these  responsibili=es,  Priority  Jugglers  may  not  take  the  =me  to  invest  in  their  own  wellbeing  and  are  reac=ve  when  it  comes  to  health  issues.        However,  Priority  Jugglers  are  very  proac=ve  when  it  comes  to  their  family’s  health  and  will  make  sure  their  loved  ones  receive  the  care  they  need.  

Self  Achievers  

22  

Self  Achievers  are  the  most  proac=ve  when  it  comes  to  their  wellness,  inves=ng  what  is  necessary  toward  their  health  and  appearance.        Self  Achievers  may  actually  have  health  issues,  but  they  stay  on  top  of  them  with  regular  medical  check-­‐ups,  health  screenings,  and  research.        Self  Achievers  are  task  oriented,  and  will  tackle  a  challenge  if  they  are  given  measurable  goals.  

Direc=on  Takers  

23  

Direc=on  Takers  believe  their  physician  is  the  most  credible  resource  for  their  healthcare  needs.    Direc=on  Takers  look  to  their  physician  and  other  healthcare  professionals  for  direc=on  and  guidance  because  of  their  exper=se  and  creden=als.        Direc=on  Takers  are  more  likely  to  go  to  the  doctor  at  the  first  sign  of  health  concerns.        However,  Direc=on  Takers  may  not  always  follow  a  physician’s  advice  –  not  because  they  disagree  with  his/her  recommenda=ons,  but  because  it  is  oten  difficult  to  work  these  recommenda=ons  into  their  rou=ne.  

• Highly  recep=ve  to  health  informa=on    

• Most  likely  to  interact  with  health  insurance  company  online  

Self  Achievers  

• Highly  recep=ve  to  health  informa=on  

• Most  likely  to  visit  health  websites  

Balance  Seekers  

• Lower  levels  of  involvement  and  awareness  v.  other  segments  

• Doctor  is  desired  source  for  informa=on  –  higher  desire  to  get  informa=on  than  currently  gets  from  doctor  

Direc=on  Takers  

• Generally  not  engaged  in  gebng  health  care  informa=on  for  self    

• Family/peer  influence  strong    

Priority  Jugglers  

• Generally  least  engaged  for  health  related  informa=on  –  hardest  to  reach  

• Peer  influence  strongest  

Willful  Endurers  

Recep=vity  to  Receiving  Health  Informa=on  Varies  by  Segment  

Duos  Gradus  is  a  Type  2  Diabetes  Drug.    It  lowers  blood  sugar  by  increasing  insulin  produc=on  in  your  pancreas  and  decreases  sugar  made  in  your  liver  

25  

Health  Related  Media  &  Informa=on  Preferences  

26  

Willful  Endurers  Balance  Seekers    

Balance  Seekers  are  generally  proac=ve  in  their  health  and  wellness-­‐oriented.    Balance  Seekers  are  open  to  many  ideas,  sources  of  informa=on,  and  treatment  op=ons  when  it  comes  to  their  healthcare.        However,  Balance  Seekers  themselves  –  not  healthcare  professionals  -­‐-­‐  define  what  success  looks  like  in  their  health.    Physicians  and  other  healthcare  professionals  are  useful  resources,  but  not  the  only  resources,  for  leading  a  healthy  life.  

Willful  Endurers  live  in  the  “here  and  now”  and  believe  there  are  more  important  things  to  focus  on  than  improving  their  health  for  the  future.        Willful  Endurers  are  not  necessarily  unhealthy,  but  they  do  what  they  like,  when  they  like,  and  do  not  change  their  habits.    They  are  self-­‐reliant  and  can  withstand  anything  life  throws  at  them,  going  to  the  doctor  only  when  they  absolutely  must.  

Health  Related  Media  &  Informa=on  Preferences  

27  

•  Less  likely  to  seek  out  informa=on  online  

•  Relies  primarily  on  recommenda=ons  from  peers/friends  

•  Less  likely  to  trust  media  

Willful  Endurers  Balance  Seekers    

•  Consult  informa=on  provided  by  news  media  channels  and  public  sources  

•  Open  to  messages  broadcasted  on  TV,  Radio  and  Internet  

•  Trusts  media  

28  

Health-oriented Websites Visited for Health Advice for Self or

Family in the Past Three Years

% Balance Seekers n = 711

a

Willful Endurers n = 1,107

b

Priority Jugglers n = 733

c

Self Achievers n = 953

d

Direction Takers n = 532

e AARP.com 11% (110)

bc 8% (80)

6% (60)

16% (160)

abce 9% (90)

Ask-A-Nurse.com 2% (67)

6% (200) acde

1% (33)

3% (100) ce

1% (33)

CDC.gov 13% (144) bcde

8% (89) e

9% (100) e

9% (100) e

5% (56)

EverydayHealth.com 7% (140) bce

5% (100) c

2% (40)

7% (140) bce

3% (60)

HealthGrades.com 4% (133) ce

4% (133) ce

2% (67)

3% (100) ce

1% (33)

MayoClinic.com 28% (140) bce

18% (90)

16% (80)

24% (120) bce

16% (80)

NIH.gov 8% (160) bc

5% (100)

4% (80)

6% (120) c

5% (100)

Prevention.com 9% (180) bce

3% (60)

3% (60)

7% (140) bc

5% (100)

RealAge.com 7% (140) bce

5% (100) ce

2% (40)

7% (140) bce

2% (40)

WebMD.com 62% (122) bcde

44% (86)

55% (108) be

53% (104) b

48% (94)

!

Preferred  Media  and  Informa=on  Sources  by  Segment  

•  >25  websites  •  Professional,  peer,  organiza=onal,  media  influencers  •  Print  •  Social  Media  

29  

 Casey  Albertson      casey@c2bsolu=ons.com  Brent  Walker                brent@c2bsolu=ons.com  

 www.c2bsolu=ons.com  

844-­‐c2b-­‐data  (844-­‐222-­‐3282)  

Thank You!