This document discusses psychographic segmentation for healthcare consumer coaching. It describes four types of consumer segmentation: demographic, behavioral, attitudinal, and psychographic. Psychographic segmentation groups consumers by shared values, beliefs, emotions, personality, interests and lifestyle. The document then outlines a methodology used to develop five psychographic segments based on over 50 million data points. It provides detailed descriptions of each segment - Self Achievers, Balance Seekers, Priority Jugglers, Direction Takers, and Strong Survivors - comparing their engagement with healthcare, receptivity to health information, and differences in condition management goals.

1. Condition Management Coaching
using Psychographic Segmentation:
Coach Facilitation Session

2. Healthcare Consumer
Segmentation
• Demographic & Socioeconomic Segmentation: Grouping people by gender,
age, ethnicity, income, education, geography and other physical or situational
characteristics
• Behavioral Segmentation: Grouping people by their behavior (e.g.,
healthcare utilization behaviors tracked by a medical claims database,
shopping behaviors tracked by a retailer’s loyalty card database)
• Attitudinal Segmentation: Grouping people by shared attitudes and
emotions about a given subject (e.g., how a consumer feels about
preventative medicine or Health Care Reform)
• Psychographic Segmentation: Grouping people by shared values, principles,
beliefs, emotions, personality, interests and lifestyle
– Advantages – More effective in resonating with a consumer’s
motivations and unarticulated needs
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3. Methodology
More than 50 million market research data points

4. Segmentation Model Development
QUANTITATIVE ANALYSIS
•A factor analysis using statistical clustering procedures was conducted to examine
response patterns to the survey questions. The c2b solution met the following four
criteria:
• Provides the most differentiation when comparing Segments
• Balances predictability with practicality
• Provides actionable market insights
• Creates solutions that are stable and reproducible
QUALITATIVE ANALYSIS
c2b solutions used a unique method known as Psychosymbology
•This research uses symbolic picture sorts to help bridge the gap between the emotional and
language centers to identify which emotion/s are being felt
•The experts at c2b use this to understand subconscious and unarticulated motivations

5. c2b Psychographic
Segments
Strong Survivors

6. Self Achievers are the most proactive and
wellness oriented
6
Data Reference: c2b solutions Psychographic Segmentation Research
2013 and 2015 with IPSOS, Intl
The letters represent a statistically significant difference at a 95% confidence interval

7. Strong Survivors are the
least engaged
Data Reference: c2b solutions Psychographic Segmentation Research
2013 and 2015 with IPSOS, Intl
The letters represent a statistically significant difference at a 95% confidence interval

8. The Role of Physician Varies by Segment
Note: The number in the parentheses is an index versus the General Population. For example, (132) means that the percentage for that segment is 32%
MORE likely to agree with that statement than the General Population. (73) means that the percentage for that segment is 27% LESS likely to agree with
that statement than the General Population.
Each psychographic segment/column in the table is assigned a letter a through e. If a letter appears below a percentage, it means that the percentage is
statistically greater than the percentage of the corresponding segment/column at 95% confidence. For example, 79% of Balance Seekers agree with the
statement, “I like to take care of myself and don’t like going to the doctor unless I’m really sick.” the letters b, c, d and e appear below that 79%, meaning
that 79% is statistically greater than the percentages appearing for the other segments in columns b, c, d and e.

9. Receptivity to Health Information
Varies by Segment
• Highly receptive to
health information
• Most likely to interact
with health insurance
company online
Self AchieversSelf Achievers
• Highly receptive to
health information
• Most likely to visit health
websites
Balance Seekers
• Lower levels of involvement
and awareness v. other
Segments
• Doctor is desired source for
information – higher desire
to get information than
currently gets from doctor
Direction Takers
• Generally not engaged in
getting health care
information for self
•Family/peer influence
strong
Priority Jugglers
• Generally least engaged
for health related
information – hardest to
reach
• Peer influence strongest
Strong Survivors

10. Psychographic Segments
Vary by Population

11. Highly Stable Segments
Balance
Seeker
Strong
Survivor
Priority
Juggler
Self
Achiever
Direction
Taker
The c2b segments held constant between
the 2013 and 2015 study
Year of
the c2b
study
2013
My doctor is the most credible authority for
my health & wellness needs
19% (34) 48% (86) 64% (114) 76% (136) 86% (154)
2015
My doctor is the most credible authority for
my health & wellness needs
22% (39) 48% (84) 67% (118) 81% (142) 90% (157)
2013 I consider myself a "couch potato" 13% (59) 36% (164) 22% (100) 10% (45) 29% (132)
2015 I consider myself a "couch potato" 12% (48) 37% (148) 25% (100) 16% (64) 31% (124)
2013
I don’t let being sick get in the way of my
work
68% (121) 48% (86) 83% (148) 47% (84) 45% (80)
2015
I don’t let being sick get in the way of my
work
73% (118) 52% (84) 82% (132) 57% (91) 44% (71)
2013
I am successful at maintaining healthy
nutritional habits
66% (140) 27% (80) 39% (98) 73% (155) 32% (68)
2015
I am successful at maintaining healthy
nutritional habits
67% (142) 38% (81) 46% (98) 74% (157) 36% (76)
2013 I do whatever my doctor tells me 26% (53) 43% (88) 51% (104) 65% (133) 71% (145)
2015 I do whatever my doctor tells me 29% (57) 47% (92) 51% (100) 67% (131) 71% (139)

12. 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.

13. What Makes
Self Achievers
Different

14. Keys to Self Achievers

15. 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.

16. What Makes
Balance Seekers Different

17. Keys to Balance Seekers

18. 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.

19. What Makes
Priority Jugglers Different

20. Keys to Priority Jugglers

21. Direction Takers
21
Direction Takers believe their physician is the most
credible resource for their healthcare needs.
Direction Takers 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.

22. What Makes
Direction Takers Different

23. Keys to Direction Takers

24. Strong Survivors
Strong Survivors live in the “here and
now” and believe there are more important
things to focus on than improving their
health for the future.
Strong Survivors 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.

25. What Makes
Strong Survivors Different

26. Keys to Strong Survivors

27. Compare and Contrast
Segment Description Engagement Strategy
BalanceBalance
SeekersSeekers
18%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
StrongStrong
SurvivorsSurvivors
27%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
PriorityPriority
JugglersJugglers
18%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/work will
benefit; Connect them with
other Priority Jugglers
SelfSelf
AchieversAchievers
24%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
DirectionDirection
TakersTakers
13%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

28. Segment Differences by
Condition Management Measures/Goals
• Nutrition
• Physical Exercise
• Sleep
• Work/Life Balance
• Healthy Habits

29. Nutrition

30. Physical Exercise

31. Sleep

32. Work/Life Balance

33. Healthy Habits

34. Thank You!