2. The Empowered Patient Need for cognition drives the empowered patient. This group is the most demanding but the most loyal. Traditional patients can be elevated into this group by intellectual arguments and social influence.
3. Need for cognition Energized and engaged when faced with learning new tasks or mastering new subjects. Also more likely to have strong self-efficacy.
4.
5. Everyone is online Little difference between empowered and more traditional patients doing passive internet activities.
6. They are proactive online Much more likely to be seeking out other patients’ experiences and sharing their own. Influencers
7.
8. More likely to fire doctors? Yes No Traditional Empowered
9. More likely to reward with loyalty *Statistically significant at p < .05 Significantly* more likely to “fire” their doctors, but quicker to reward. Rely on traditional medical authorities to help improve their health, just not willing to cede all control.
10. Activating Traditional Consumers CONSUMER EMPOWERMENT Empowered Traditional Mainstream Traditional Resistant [30%] [50%] [20%] Rational Appeal (appeal to intellect) Social Appeal (influence through empowered) High NFC/ High Self-efficacy Low NFC/ High Self-efficacy Low NFC/ Low Self-efficacy
11.
12. In Summary… Need for cognition drives the empowered patient. This group is the most demanding but the most loyal. Traditional patients can be elevated into this group by intellectual arguments and social influence.
13.
14. Thank you! On Twitter: @cmschroed @healthcentral @JimatUVA
Editor's Notes
These pie charts show respondents who answered “very true of me” in response to these statements.
