Consumer-Centric Design: Psychographic Segmentation and Consumer Behavior Change

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This presentation was delivered by c2b solutions at the World Congress 6th Annual Leadership Conference: Consumerism through Health Plan Innovation. The presentation provides an overview of c2b solutions' proprietary psychographic segmentation model (patent pending) and its application to healthcare-oriented business cases.

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Consumer-Centric Design: Psychographic Segmentation and Consumer Behavior Change

  1. 1. 1   Consumer-Centric Design: Psychographic Segmentation and Consumer Behavior Change
  2. 2. If  There  are  No  Changes  to  the  Status  Quo….our  Past   Performance….Predicts  Poor  Outcomes   1.  Medica=on  Compliance  and   Persistency  has  not  been  solved   2.  Health  Screenings  (e.g.,  Cancer,  Blood   Pressure)  are  not  mee=ng  goals     3.  Preventa=ve  Care  (e.g.,  low-­‐dose   aspirin,  immuniza=ons)  is  under  used   4.  Wellness  Programs  (e.g.,  smoking   cessa=on,  weight  loss)  s=ll  have  low   rates  of  par=cipa=on     Proxies  for  HC  Reform  have  not   fared  too  well     •  Significant  Resources  Invested   •  Extensively  Studied  and  Researched   •  “Poor  to  Average”  Results   considering    investments  and   research   •  Outcomes  for  Each  Dependent  Upon   an  Ability  to  Mo=vate  Individuals  to   Change  their  Behavior   •  Segmenta=on  Needed  to  Enhance   Targeted  Communica=on     Key  Learnings  
  3. 3. Psychographic  Possibili=es   §  +300%  increase  in  traffic  to  a  brand’s  website     §  70+%  par=cipa=on  in  disease  interven=on  program     §  3X  increase  in  ecommerce  Visit-­‐to-­‐Order  rate   3  
  4. 4. §  Demographic  &  Socioeconomic  Segmenta=on:    Grouping  people   by  gender,  age,  ethnicity,  income,  educa=on,  geography  and  other   physical  or  situa=onal  characteris=cs   §  Behavioral  Segmenta=on:    Grouping  people  by  their  behavior   (e.g.,  healthcare  u=liza=on  behaviors  tracked  by  a  medical  claims   database,  shopping  behaviors  tracked  by  a  retailer’s  loyalty  card   database)   §  AHtudinal  Segmenta=on:    Grouping  people  by  shared  abtudes   and  emo=ons  about  a  given  subject  (e.g.,  how  a  consumer  feels   about  preventa=ve  medicine  or  Health  Care  Reform)   §  Psychographic  Segmenta=on:    Grouping  people  by  shared  values,   principles,  beliefs,  emo=ons,  personality,  interests  and  lifestyle     4   A  Deep  Understanding  of  the  Health  Care                 Consumer  Required  to  Drive  Behavioral  Change   Deepest     Surface  
  5. 5. c2b  Research  Summary   5   Health  Care   AHtudes   Condi=ons   Experience,   Current   Medica=ons,         OTC  AHtudes   Health     Insurance   Provider  -­‐   Sa=sfac=on,   Desired         Benefits   Health  Care   Reform   AHtudes   Sources  of   Health  Care   Informa=on     &  Media   Demographics   Socioeconomics   Geography     United  States,  online  sample  of  4,  878   individuals   Na=onal  representa=ve  sample  by  age  (18+),  sex,       region,  and  race   Analyzed  1st  Quarter  2013     44  Disease  States   including…     •  Anxiety   •  Diabetes   •  Heart  Disease   •  Depression   •  COPD   •  Obesity   •  Hypertension     15.6  million  data  points  
  6. 6. c2b  Consumer  Classifier   6   c2b  Consumer  Classifier   A  simple  12  ques=on  survey  will  place  you  in  one   of  five  segments…  with  91%  predictability!  
  7. 7. Self  Achievers    (24%)   Balance  Seekers   (18%)   Priority  Jugglers    (18%)   Willful  Endurers   (27%)   Direc=on  Takers   (13%)   The  c2b  solu=ons  Psychographic  Segments   7  
  8. 8. Self-­‐Achievers  are  the  most  proac=ve  and  wellness  oriented     8   0%# 10%# 20%# 30%# 40%# 50%# 60%# 70%# 80%# 90%# 100%# I'll#spend#whatever#it#takes#to#be#healthy# I#am#already#healthy#but#I#take#steps#to#be#even#beBer# I#acDvely#take#steps#to#prevent#illness# Proac&ve) DirecDon#Takers# Self#Achievers# Priority#Jugglers# Willful#Endurers# Balance#Seekers#
  9. 9. Willful  Endurers  are  the  least  engaged   They  depriori=ze  Heath  and  Wellness     9   0%# 5%# 10%# 15%# 20%# 25%# 30%# 35%# 40%# 45%# 50%# I#have#an#unhealthy#lifestyle;#I#just#can't#change#my#habits# I#consider#myself#a#"couch#potato"# I#know#what#I#should#be#doing#to#be#healthy,#but#I#don't# make#my#health#a#priority# Disengaged) DirecFon#Takers# Self#Achievers# Priority#Jugglers# Willful#Endurers# Balance#Seekers#
  10. 10. The  Role  of  Physicians   10   Attitudes Toward Health Care Professionals Strongly Agree/Agree Balance Seekers n = 711 a Willful Endurers n = 1,107 b Priority Jugglers n = 733 c Self Achievers n = 953 d Direction Takers n = 532 e I like to take care of myself and don't like going to the doctor unless I'm really sick 79% (132) bcde 66% (110) de 72% (120) bde 44% (73) 44% (73) Physicians are just one resource for me; I consider many sources when managing my health & wellbeing 82% (141) bcde 52% (90) e 48% (83) 67% (116) bce 45% (78) My doctor is the most credible authority for my health & wellness needs 19% (34) 48% (86) a 64% (114) ab 76% (136) abc 86% (154) abcd I do whatever my doctor tells me 26% (53) 43% (88) a 51% (104) ab 65% (133) abc 71% (145) abcd !
  11. 11. 11   Psychographic  Segments  Across  Popula=ons   0%# 5%# 10%# 15%# 20%# 25%# 30%# 35%# 40%# 45%# 50%# General'Popula,on' Medicaid'Managed'Care' Medicaid'Standard' Uninsured' Psychographic'Segment'Distribu,on'Across'Popula,ons' Balance#Seekers# Willful#Endurers# Priority#Jugglers# Self#Achievers# DirecCon#Takers# Medicaid  &  Uninsured  
  12. 12. Health  Condi=ons  by  Segment   12   Health Condition Personally Experiencing Currently Balance Seekers n = 711 a Willful Endurers n = 1,107 b Priority Jugglers n = 733 c Self Achievers n = 953 d Direction Takers n = 532 e Acid Reflux/heartburn/GERD 10% (63) 17% (106) a 15% (94) a 20% (125) ac 21% (131) ac Depression 11% (92) 14% (117) acd 10% (83) 9% (75) 17% (142) acd Diabetes Type 1 Type 2 4% (36) 1% (100) 4% (40) 11% (100) a 2% (200) acd 9% (90) a 9% (82) a 1% (100) 8% (80) 15% (136) abc 1% (100) 14% (140) abc 16% (145) abc 2% (200) d 14% (140) abc Insomnia 11% (122) cd 8% (89) 8% (89) 8% (89) 12% (133) bcd ! •  44  health  condi=ons  measured   •  >100  Rx  products  included   •  Brand  vs.  Generic  Preferences  
  13. 13. Health  Insurance  Company  Amributes   13   Attribute( Extremely/Very(Important( Balance( Seekers( Willful( Endurers( Priority( Jugglers( Self( Achievers( Direction( Takers( n(=(711( n(=(1,107( n(=(733( n(=(953( n(=(532( Is(one(that(I(can(trust( 90%((108)( b( 74%((89)( 87%((105)( b( 90%((108)( bc( 92%((111)( bc( Will(be(here(for(me(in(the(future( when(I(need(care( 86%((105)( b( 74%((90)( 85%((104)( b( 90%((110)( abc( 89%((109)( b( Has(a(good(reputation( 83%((105)( b( 71%((90)( 80%((101)( b( 88%((111)( abc( 88%((111)( abc( Makes(me(feel(like(they(care(about( my(health( 78%((108)( bc( 66%((92)( 66%((92)( 82%((114)( abce( 76%((106)( bc( ! •  33  amributes  measured   •  Cost  vs.  Choice   •  Premium  price  sensi=vity  analysis   •  Sa=sfac=on,  Value,  and  Likelihood  to  Recommend   •  50+  Influences  on  health  plan  choice  
  14. 14. Online  OTC  &  Personal  Care  Store     RESULTS   Baseline   +6  months   Average    Basket:   $33.51   $43.99   %  Open   22.8%   20.6%   Visit-­‐to-­‐Order   3.1%   10.1%   Before   A`er   14   3X  visits  driving  30+%  increase  in  total  basket  purchases  
  15. 15. Applica=on  –  Workplace  Health  Interven=on     Among  “Company  X”  Plant  workers  who  showed  up  for  the  sessions:   •  Amendance  overdeveloped  among  Balance  Seekers  and  Self  Achievers   15   •  Willful  Endurers  and  Direc=on  Takers  more  likely  to  be  eligible  for  program   18%$ 27%$ 18%$ 24%$ 13%$ 27%$ 19%$ 18%$ 27%$ 11%$ 0%$ 5%$ 10%$ 15%$ 20%$ 25%$ 30%$ Balance$ Seekers$ Willful$ Endurers$ Priority$ Jugglers$ Self$$$$$ Achievers$ DirecFon$ Takers$ General$PopulaFon$ Company$X$Plant$AMendees$ 27%$ 19%$ 18%$ 27%$ 11%$ 22%$ 24%$ 18%$ 20%$ 16%$ 0%$ 5%$ 10%$ 15%$ 20%$ 25%$ 30%$ Balance$ Seekers$ Willful$ Endurers$ Priority$ Jugglers$ Self$$$$$ Achievers$ DirecGon$ Takers$ Company$X$Plant$AMendees$ Eligible$for$Program$
  16. 16. Phase  1  Pilot  Results   §  Willful  Endurers  most  likely  to  enroll  in  the  program  once  they  are   iden=fied  as  candidates  for  the  program  and  receive  coaching       §  Closure  rate  on  candidates  increased  to  over  70%   16   1.03% 1.16% 0.91% 0.83% 1.01% 0.75% 1.00% 1.25% Balance%Seekers% Willful%Endurers% Priority%Jugglers% Self%Achievers% DirecBon%Takers% Index%Enrolled%
  17. 17. c2b  Consumer  Classifier   Live  Demo   17   c2b  Consumer  Classifier   A  simple  12  ques=on  survey  will  place  you  in  one   of  five  segments…  with  91%  predictability!  
  18. 18. Marke=ng  to  the  Segments   18   Balance  Seekers   Willful  Endurers   Priority  Jugglers   Self  Achievers   Direc=on  Takers  
  19. 19. Balance  Seekers   19   Balance  Seekers  are  generally  proac=ve  in  their  health  and   wellness-­‐oriented.    Balance  Seekers  are  open  to  many  ideas,   sources  of  informa=on,  and  treatment  op=ons  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.  
  20. 20. Willful  Endurers   20   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.  
  21. 21. Priority  Jugglers   21   Priority  Jugglers  are  very  busy  with  many   responsibili=es.    Because  of  all  these   responsibili=es,  Priority  Jugglers  may  not  take   the  =me  to  invest  in  their  own  wellbeing  and   are  reac=ve  when  it  comes  to  health  issues.         However,  Priority  Jugglers  are  very  proac=ve   when  it  comes  to  their  family’s  health  and  will   make  sure  their  loved  ones  receive  the  care   they  need.  
  22. 22. Self  Achievers   22   Self  Achievers  are  the  most  proac=ve  when  it   comes  to  their  wellness,  inves=ng  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.  
  23. 23. Direc=on  Takers   23   Direc=on  Takers  believe  their  physician  is  the  most   credible  resource  for  their  healthcare  needs.    Direc=on   Takers  look  to  their  physician  and  other  healthcare   professionals  for  direc=on  and  guidance  because  of  their   exper=se  and  creden=als.         Direc=on  Takers  are  more  likely  to  go  to  the  doctor  at   the  first  sign  of  health  concerns.         However,  Direc=on  Takers  may  not  always  follow  a   physician’s  advice  –  not  because  they  disagree  with  his/ her  recommenda=ons,  but  because  it  is  oten  difficult  to   work  these  recommenda=ons  into  their  rou=ne.  
  24. 24. • Highly  recep=ve  to  health   informa=on     • Most  likely  to  interact  with   health  insurance  company   online   Self  Achievers   • Highly  recep=ve  to  health   informa=on   • Most  likely  to  visit  health   websites   Balance  Seekers   • Lower  levels  of  involvement   and  awareness  v.  other   segments   • Doctor  is  desired  source  for   informa=on  –  higher  desire  to   get  informa=on  than  currently   gets  from  doctor   Direc=on  Takers   • Generally  not  engaged  in   gebng  health  care   informa=on  for  self     • Family/peer  influence  strong     Priority  Jugglers   • Generally  least  engaged  for   health  related  informa=on  –   hardest  to  reach   • Peer  influence  strongest   Willful  Endurers   Recep=vity  to  Receiving  Health  Informa=on  Varies  by  Segment  
  25. 25. Duos  Gradus  is  a  Type  2  Diabetes  Drug.    It  lowers  blood  sugar  by  increasing   insulin  produc=on  in  your  pancreas  and  decreases  sugar  made  in  your  liver   25  
  26. 26. Health  Related  Media  &  Informa=on  Preferences   26   Willful  Endurers  Balance  Seekers     Balance  Seekers  are  generally  proac=ve  in   their  health  and  wellness-­‐oriented.    Balance   Seekers  are  open  to  many  ideas,  sources  of   informa=on,  and  treatment  op=ons  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.   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.  
  27. 27. Health  Related  Media  &  Informa=on  Preferences   27   •  Less  likely  to  seek  out   informa=on  online   •  Relies  primarily  on   recommenda=ons  from   peers/friends   •  Less  likely  to  trust  media   Willful  Endurers  Balance  Seekers     •  Consult  informa=on   provided  by  news  media   channels  and  public  sources   •  Open  to  messages   broadcasted  on  TV,  Radio   and  Internet   •  Trusts  media  
  28. 28. 28   Health-oriented Websites Visited for Health Advice for Self or Family in the Past Three Years % Balance Seekers n = 711 a Willful Endurers n = 1,107 b Priority Jugglers n = 733 c Self Achievers n = 953 d Direction Takers n = 532 e AARP.com 11% (110) bc 8% (80) 6% (60) 16% (160) abce 9% (90) Ask-A-Nurse.com 2% (67) 6% (200) acde 1% (33) 3% (100) ce 1% (33) CDC.gov 13% (144) bcde 8% (89) e 9% (100) e 9% (100) e 5% (56) EverydayHealth.com 7% (140) bce 5% (100) c 2% (40) 7% (140) bce 3% (60) HealthGrades.com 4% (133) ce 4% (133) ce 2% (67) 3% (100) ce 1% (33) MayoClinic.com 28% (140) bce 18% (90) 16% (80) 24% (120) bce 16% (80) NIH.gov 8% (160) bc 5% (100) 4% (80) 6% (120) c 5% (100) Prevention.com 9% (180) bce 3% (60) 3% (60) 7% (140) bc 5% (100) RealAge.com 7% (140) bce 5% (100) ce 2% (40) 7% (140) bce 2% (40) WebMD.com 62% (122) bcde 44% (86) 55% (108) be 53% (104) b 48% (94) ! Preferred  Media  and  Informa=on  Sources  by  Segment   •  >25  websites   •  Professional,  peer,  organiza=onal,  media  influencers   •  Print   •  Social  Media  
  29. 29. 29     Casey  Albertson      casey@c2bsolu=ons.com   Brent  Walker                brent@c2bsolu=ons.com     www.c2bsolu=ons.com   844-­‐c2b-­‐data  (844-­‐222-­‐3282)   Thank You!

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