Developed from a set of 22 different survey inputs, this segmentation profiles consumers based on health behavior and attitudes regarding personal health, relationship with healthcare providers, treatments, prevention activities, and health motivators.
Future Prospects are relatively healthy now, but at risk to experience poor health in the future given their unfavorable healthcare attitudes and behavior. They are less likely to visit a doctor or take prescription drugs.
Healthy Independents have an optimistic outlook toward health. They do not take many Rx drugs or seek help from doctors very often. However, they are motivated to maintain their health to look good.
Proactive Patients are informed, health-focused and proactive. These individuals highly value healthcare providers and other healthcare information sources.
Ailing but Willing consumers suffer from more conditions, are less optimistic about their future health and less likely to take actions to improve their health, but follow their doctor's advice for treatment.
This segmentation is based on the value consumers place on various healthcare information sources. Channels analyzed for the Sources Valued Segmentation include offline, online, point of care, and point of purchase.
Relevant Right Now (Value Relevant Healthcare Information)
Relevant Right Now is a segment that values healthcare information that is convenient and relevant to their situation. After their healthcare provider, they rate point of care media, health-related publications, and health info sites as valuable.
Engaged Yet Neutral highly value the majority of non-advertising sources, including search and social. Although they notice healthcare ads, they don’t rate them as highly valuable.
Frequently Research Health Conditions/Treatment Online: Individuals who actively use the Internet to look for condition or treatment-related content.
15% of U.S. adult population
Data Inputs: Use Internet at least once a week for health and wellness. Use the Internet for health-related activities including researching a particular condition, symptoms, medications or types of treatments, looking for alternative treatments or home remedies, or seeking other opinions/options after a diagnosis.
Use Internet to Research Health Services: A group that uses the Internet to find health-related services or information.
19% of U.S. adult population
Data Inputs: Use Internet for health and wellness. Use the Internet for health services such as finding a doctor, reading health care provider reviews, or looking for information about pharmacies, hospitals, treatment centers or urgent care facilities.
Use Smartphone for Health Related Activities: A group that performs health-related activities on a mobile phone.
27% of U.S. adult population
Data Inputs: Respondents who own a smartphone and have used it for health-related activities within the last 30 days.
Use Health Apps: Respondents who use mobile apps for health.
15% of U.S. adult population
Data Inputs: Respondents who have used a health-related app on a mobile device in last 6 months.
App Willing if Recommended: Individuals who are open to using health apps from trusted sources.
20% of U.S. adult population
Data Inputs: Users who strongly agree they would be willing to use a mobile app if it was recommended by a doctor or offered by their insurance plan.
App and Wearables Positive Opinion: Respondents who believe apps/wearables can improve health.
21% of U.S. adult population
Data Inputs: Users who strongly agree that there are mobile apps or wearables available that would improve their health or make it easier to track their diet/exercise.
Frequent Doctor Visitor: Individuals who visit the doctor four or more times per year.
24% of U.S. adult population
Data Inputs: Have seen any type of medical professional at least four times in the past 12 months and had annual physical within the last year.
Value Prescription Medications: This group places a high value on pharma brands and prescription medications.
21% of U.S. adult population
Data Inputs: Strongly agree that prescription drugs are more effective than non-prescription drugs, or that it’s worth paying more for branded Rx rather than generics, or that they are willing to pay extra for prescription drugs not covered by health insurance.
Prefer OTC over Seeing Doctor: Individuals who try over-the-counter remedies before resorting to doctors.
33% of U.S. adult population
Data Inputs: Strongly agree that they first try to remedy their illness with a non-prescription medicine before seeing a doctor.
Quick to treat with OTC: This group doesn't hesitate to use over-the-counter treatments to treat an illness.
36% of U.S. adult population
Data Inputs: Strongly agree that they take non-prescription medicine as soon as they get sick.
Go Online after Seeing Healthcare Ads: Individuals who go online for more information after seeing healthcare ads.
18% of U.S. adult population
Data Inputs: Actions taken after seeing healthcare advertising: Go online to conduct searches, download apps, sign up for email lists, watch videos, or visit pharma company/other websites.
Engage Doctor after Seeing Healthcare Ads: This group engages with doctors after seeing healthcare ads.
15% of U.S. adult population
Data Inputs: Actions taken after seeing healthcare advertising: Make a doctor's appointment, discuss ads with their doctor, request product samples, or ask for specific drug prescriptions.
Take or Refill Rx after Seeing Healthcare Ads: Respondents who take medications or refill prescriptions after seeing healthcare ads.
16% of U.S. adult population
Data Inputs: Actions taken after seeing healthcare advertising: Make a doctor's appointment, take medication, or refill prescriptions.
Caregivers: Individuals who provide caregiver support.
26% of U.S. adult population
Data Inputs: Provide some type of caregiver support for a child, teen or adult family member with a health condition.
Health Influencer, Informed and Trusted by Friends: This group gives health-related advice/referrals and is informed about healthcare.
21% of U.S. adult population
Data Inputs: Strongly agree that they refer friends to certain websites they find helpful, or friends come to them for advice about healthcare/medications, or they are better informed about their health than most people.