This presentation was delivered on the Google campus in Cambridge, MA, on behalf of the Boston Ad Club. It discusses the trends driving consumerism in healthcare, the application of psychographic segmentation and the results of a hospital pilot where readmissions post-surgery discharge were driven to zero with a 75% reduction in nurse FTEs for patient follow-up.

1. Patient Power: A Changing Environment
Brent Walker, EVP & CMO, c2b solutions

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“Consumers recognize differences in
provider cost and quality and are seeing
an average increase in out-of-pocket
spending that far outpaces inflation.”
Retail Approach to Healthcare

3. 3
The Growth of Consumerism
1. Demographic &
Socioeconomic

4. 4
The Growth of Consumerism
2. Legislative

5. 5
The Growth of Consumerism
3. Technological

6. 6
Significant Opportunities to Employ Valuable
Consumer Understanding and Marketing Expertise in Healthcare
95%
Percentage of health leaders who identify patient engagement as
very important in transforming healthcare
National eHealth Collaborative
21%
Increase in medical costs of patients with the lowest activation scores
as compared to those with the highest scores
Robert Wood Johnson Foundation
12.5%
Reduction in hospital admissions among patients with enhanced decision-
making support through technology and coaching
Robert Wood Johnson Foundation
0.08%
Response rate for email advocacy messages. Text/SMS advocacy messages
had a 4.7% response rate
Harvard Family Research Project

7. 7
So is Education the Answer?

9. 9
What are
Psychographics?

10. 10
Healthcare Consumer Segmentation
• Demographic, Socioeconomic, Health Condi5on Segmenta5on: Grouping
people by gender, age, ethnicity, income, educa5on, geography and other
physical or situa5onal characteris5cs
• Behavioral Segmenta5on: Grouping people by their behavior (e.g.,
healthcare u5liza5on behaviors tracked by a medical claims database,
shopping behaviors tracked by a retailer’s loyalty card database)
• Psychographic Segmenta5on: Grouping people by shared values, principles,
beliefs, emo5ons, personality, interests and lifestyle
– Advantages – More effec5ve in resona5ng with a consumer’s
mo5va5ons and unar%culated needs
Surface
Deeper
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11. One of the secrets
to P&G’s success

12. There are Five c2b solutions Psychographic Segments
(Shown as a percent of the U.S. Population)
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Self Achievers
Self Achievers are the most proactive when it
comes to their wellness, investing 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.

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Balance Seekers
Balance Seekers are generally proactive in
their health and wellness-oriented. Balance
Seekers are open to many ideas, sources of
information, and treatment options 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.

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Priority Jugglers
Priority Jugglers are very busy with
many responsibilities. Because of all
these responsibilities, Priority Jugglers
may not take the time to invest in their
own wellbeing and are reactive when it
comes to health issues.
However, Priority Jugglers are very
proactive when it comes to their
family’s health and will make sure their
loved ones receive the care they need.

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Direction Takers
Direction Takers believe their physician is the most
credible resource for their healthcare needs.
Direction Takers like to “cut to the chase” and look
to their physician and other healthcare
professionals for direction and guidance because of
their expertise and credentials.
Direction Takers are more likely to go to the doctor
at the first sign of health concerns.
However, Direction Takers may not always follow a
physician’s advice – not because they disagree with
his/her recommendations, but because it is often
difficult to work these recommendations into their
routine.

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Willful Endurers
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.

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The Psychographic Segments Appear Across all DemographicsThe Segments are in Every Population and Health Condition
0%
5%
10%
15%
20%
25%
30%
35%
40%
Gen Pop 18-24 Hispanic Medicaid Uninsured HMO Health
Balance Seekers
Willful Endurers
Priority Jugglers
Self Achievers
Direction Takers
0
10
20
30
40
50
60
70
Total Rep Pneumonia* Chronic
Obstructive
Pulmonary
Disease
(COPD)
Heart Attack/
Failure*
Had A Hip
Replacement
Had A Knee
Replacement
Balance Seekers
Willful Endurers
Priority Jugglers
Self Achievers
Direction Takers
30 day readmission
diseases

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Segment Description Engagement Strategy
Balance
Seekers
18%
I am open to many ideas and options, as long as they
make sense for me. I need context to understand ideas
and recommendations.
Context, Candor and
Choices to be made
Willful
Endurers
27%
There are more important things in my life to focus on
than improving my health. I live in the “here and now”.
Living for today
Priority
Jugglers
18%
I worry more about my family’s health than my own. I
am constantly on the go, juggling many responsibilities,
so getting sick is not an option.
How the family will benefit;
Connect them with other
Priority Jugglers
Self
Achievers
24%
I take ownership of my health and I actively take steps
to be healthy. I focus on achieving my goals and
objectives. A disease is another challenge to be
overcome.
Reach the long term goal
Direction
Takers
13%
I look to my physician and other health care
professionals for guidance and direction on what I need
to do to address my disease.
Doing what I ask of you
Each psychographic segment is unique in its
motivations and communications preferences

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“The pilot program demonstrated that the consumer-segmentation strategy
improved goal attainment, which is how health coaches measure success. It also
improved satisfaction for both participants and coaches.”
Recognizing the Need for Consumer Understanding
“Psychographic segmentation represents an opportunity to take
behavior influence ‘secrets’ of the consumer industry and apply
them to population health.”
“We, as health care providers, are used to working with patients in
ways that are comfortable for us… We all want to do the right thing,
but to provide patient-centered care we need to make an effort to
understand what motivates patients.”
“Psychographics Are Just as Important for Marketers as Demographics…
Until recently, however, it was a lot harder to get psychographics than
demographics, and even if you had psychographic data, it wasn’t always
obvious how to make it actionable”.

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Making it Actionable:
Identifying Consumers by Segment
12 Question Classifier

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One-on-One Engagement
Ongoing Results
• 83% of participants progressed against their goals
• Diabetes population +90% change in mean goals
completed.
• Qualitative feedback from the health coaches:
• "The team has found using the psychographic
insights ‘energizing,’ and they have found
themselves listening closer to what the patients
say, looking for clues.”
• “They confirmed that the segment-specific key
words from the segment ‘code book’ are
popping up among the respective segments.”
• “The psychographic insights are significantly
reducing time to form a bond with the patients
and engage in meaningful coaching.”
Health Coaches

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Automated Engagement
Readmissions

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Automated Engagement
Email Texts
Segment Specific Messages

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Automated Engagement
Readmissions

26. Want to know your psychographic segment?
www.c2bsolutions.com
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Thank You!