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.
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.