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.
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.
27% of U.S. adult population
Median age is 50
32% take action as a result of seeing/hearing healthcare advertising
This segmentation was developed as a means for scoring the adult population on their propensity for adopting technology to manage health. Inputs for the Health Tech IQ Segmentation include use of the Internet for health purposes, attitudes about health-related mobile apps and wearables (e.g., fitness trackers, wireless blood pressure or heart rate monitors), willingness to visit doctor-recommended websites, use patient portals, or share personal health and fitness data online, and more.