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.
18% of U.S. adult population
Median age is 38
Only 1 in 4 have an excellent/very good relationship with their primary care physician
Only 2 in 5 agree: I always do what my doctor tells me to do
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.
24% of U.S. adult population
Median age is 41
Half have an excellent/very good relationship with their primary care physician
52% agree: I always do what my doctor tells me to do
Consumers in this segment 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.
23% of U.S. adult population
Median age is 60
Nearly 8 in 10 have an excellent/very good relationship with their primary care physician
73% agree: I always do what my doctor tells me to do
Proactive Patients are informed, health-focused and proactive. These individuals highly value healthcare providers and other healthcare information sources.
35% of U.S. adult population
Median age is 49
9 in 10 have an excellent/very good relationship with their primary care physician
86% agree: I always do what my doctor tells me to do
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.
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.
38% of U.S. adult population
Median age is 51
Over half (56%) take action as a result of seeing/hearing healthcare advertising
48% agree: Pharmaceutical advertisements make me more knowledgeable about medicines
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 health-related publications and health info sites as valuable.
23% of U.S. adult population
Median age is 55
38% take action as a result of seeing/hearing healthcare advertising
24% agree: Pharmaceutical advertisements make me more knowledgeable about medicines
This segmentation scores the adult population on their likelihood to adopt 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, share personal health and fitness data online, and more.