This document provides an overview of psychographic segmentation for condition management coaching. It begins with an agenda for a coaching facilitation session, including background on a health personality quiz and the 5 psychographic segments. The objective is to engage consumers by having them take a short quiz to learn their health segment. The 5 segments that emerge from factor and cluster analysis are described - Open to Options, Live for Today, Family First, Healthy for Life, and Doctor Knows Best. The document discusses how receptivity to health information varies by segment, defines the "why" behind each segment's behaviors, and provides data comparing segments to illustrate their differences.

1. Condition Management Coaching using
Psychographic Segmentation
Coach Facilitation Session

2. Agenda
• Background/Introductions/Objectives
• Background on the quiz
• Taking the quiz
• The 5 segments brought to life
• Test Your Knowledge
• Handling questions and objections
• Discussion/Next Steps

3. Expectations
• Review the materials
• Compare and contrast the differences in the
segments
• Think through how YOU would approach the
segments differently
• Be sure to click the link at the end to acknowledge
you have reviewed the materials.

4. Objective
It’s as easy as 1-2-3
1) Engaging attendees/consumers to learn more about their health
personality
• Take our easy quiz
• We collect no personal information….only your beliefs on
general health topics
• 12 questions, and it takes 90 seconds
• Be sure not to over think it
2) Enter the site
3) Get the result
4

5. Best in Class
Coaching Session Observations
• Consistent use of:
• Empathy
• Affirmation, validation
• Positive/Success reinforcement
• Goals
• Reviewing, discussing progress, identifying next goals on which to focus
• Reframe goal into benefit specific to patient
• How goals are leveraged/positioned may differ by segment
• General trend: Question based facilitation
• More effective for some segments vs. others
• Open-ended vs. directive
• Same approaches may not work for all patients
• % no-shows
• What is primary driver? (commitment, expectations, accountability)

6. Consumer Segmentation has many forms
• 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 Lifetyle
– Advantages – More effective in resonating with a consumer’s
motivations and unarticulated needs
Surface
Deeper
I
N
S
I
G
H
T
S
6

7. This research created the 12 question algorithm
United States, online sample of 4,878 and
4,039 individuals
National representative sample by age (18+),
sex, region, and race
Jan 2013 and Jan 2015
Health
Insurance
Provider -
Satisfactio
n, Desired
Benefits
Health
Care
Attitudes
Conditions
Experience,
Current
Medications,
OTC Attitudes
Health
Care
Reform
Attitudes
Sources of
Health Care
Information
& Media
Demographics
Socioeconomics
Geography
Over 60 Million Data Points!

8. Knowing the “WHY” is how you change behavior
Who?
Why?
What?
How?
Who is in front of
me?
What messages will
resonate with them?
Why are they doing
what they are doing?
How should we reach
out to them?
Psychographics gives you the “WHY

9. 9
From the Factor and Cluster analysis, comes the five
unique Healthcare Psychographic Segments
Segment Description Engagement Strategy
Open to
Options
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.
Candor and choices to be
made
Live for
Today
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
Family First
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
Healthy for
Life
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
Doctor Knows
Best
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

10. Receptivity to Health Information Varies by Segment
• Highly receptive to
health information
• Most likely to interact
with health insurance
company online
• Highly receptive to
health information
• Most likely to visit
health websites
Open to Options
• 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
Doctor Knows
Best
• Generally not engaged in
getting health care
information for self
•Family/peer influence
strong
Family First
• Generally least engaged
for health related
information – hardest to
reach
• Peer influence strongest
Live for Today

11. Defining the “WHY”
Proactive vs. Disengaged
Health
Healthy for Life are
the most proactive
and wellness
oriented
Live for Today are
the least engaged,
deprioritizing heath
and wellness
0 5 10 15 20 25 30 35 40 45 50
I know what I should be doing
to be healthy, but I don't make
it a priority
I consider myself a "couch
potato"
I have an unhealthy lifestyle; I
just can't change my habits
Direction Takers
Self Achievers
Priority Jugglers
Willful Endurers
Balance Seekers
0 10 20 30 40 50 60 70 80 90 100
I actively take steps to
prevent illness
I am already healthy but I
take steps to be even
better
I'll spend whatever it
takes to be healthy
Direction Takers
Self Achievers
Priority Jugglers
Willful Endurers
Balance Seekers

12. The Psychographic Segments Appear Across all Demographics
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

13. 13
Open to Options
Strongly Agree/Agree
Open to
Options
Live for
Today
Family
First
Healthy
For Life
Doctor
Knows
Best
n = 711 n = 1,107 n = 733 n = 953 n = 532
a b c d e
I like to take care of myself and
don't like going to the doctor unless
I'm really sick
79%
(132)
66%
(110)
72%
(120) 44% (73) 44% (73)
bcde de bde
(xxx) Index score
with median score
= 100
A letter appearing under the percentage
indicates a statistical difference
(at 95% confidence) between
respective consumer
segments/columns.
A quick data lesson

14. Open to Options
Open to Options are generally proactive in their
health and wellness-oriented. Open to Options
are open to many ideas, sources of information,
and treatment options when it comes to their
healthcare.
However, Open to Options 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.

15. What Makes Open to Options Different
Open to Options
Strongly Agree/Agree
Open to
Options
Live for
Today
Family First
Healthy For
Life
Doctor
Knows Best
n = 711 n = 1,107 n = 733 n = 953 n = 532
a b c d e
I like to take care of myself and don't like
going to the doctor unless I'm really sick
79% (132) 66% (110) 72% (120)
44% (73) 44% (73)
bcde de bde
My doctor is the most credible authority for
my health & wellness needs
19% (34)
48% (86) 64% (114) 76% (136) 86% (154)
a ab abc abcd
Physicians are just one resource for me; I
consider many sources when managing my
health & wellbeing
82% (141) 52% (90)
48% (83)
67% (116)
45% (78)
bcde e bce

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

17. What Makes Live for Today Different
Live for Today
Strongly Agree/Agree
Open to
Options
Live for
Today
Family First
Healthy For
Life
Doctor
Knows Best
n = 711 n = 1,107 n = 733 n = 953 n = 532
a b c d e
I don't want to give up things I enjoy; I may
over-indulge in unhealthy habits (e.g., eating,
alcohol, smoking) I enjoy these
23% (66) 49% (140) 44% (126)
19% (54)
39% (111)
d acde ad ad
I know what I should be doing to be healthy,
but I don't make my health a priority
17% (59)
46% (159) 34% (117)
14% (48)
34% (117)
acde ad ad
I consider myself a "couch potato" 13% (59)
36% (164) 22% (100)
10% (45)
29% (132)
acde ad acd

18. Family First
Family First are very busy with many
responsibilities. Because of all these
responsibilities, Family First may not take
the time to invest in their own wellbeing
and are reactive when it comes to health
issues.
However, Family First 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 Family First Different
Family First
Strongly Agree/Agree
Open to
Options
Live for
Today
Family First
Healthy For
Life
Doctor
Knows
Best
n = 711 n = 1,107 n = 733 n = 953 n = 532
a b c d e
I don't let being sick get in the way of my
family
73% (116)
57% (91)
77% (122)
60% (95) 56% (89)
bde abde
I'm more worried about other family
members' health than my own
59% (116) 55% (108) 73% (143)
31% (61) 49% (96)
de de abde
I don’t let being sick get in the way of my
work
68% (121)
48% (86)
83% (148)
47% (84) 45% (80)
bde abde

20. Healthy For Life
Healthy For Life are the most proactive when it
comes to their wellness, investing what is
necessary toward their health and appearance.
Healthy For Life may actually have health
issues, but they stay on top of them with regular
medical check-ups, health screenings, and
research.
Healthy For Life are task oriented, and will
tackle a challenge if they are given measurable
goals.

21. What Makes Healthy For Life Different
Healthy For Life
Strongly Agree/Agree
Open to
Options
Live for
Today
Family First
Healthy For
Life
Doctor
Knows Best
n = 711 n = 1,107 n = 733 n = 953 n = 532
a b c d e
I actively take steps to prevent illness
85% (123)
55% (80)
61% (88) 89% (129) 68% (99)
bce b abce bc
I am already healthy but I take steps to be
even better
61% (136)
32% (71)
37% (82) 66% (147)
32% (71)
bce be abce
I invest a lot of time and effort in improving
my health
48% (137) 26% (74)
18% (51)
56% (160) 25% (71)
bce c abce c

22. Doctor Knows Best
Doctor Knows Best believe their physician is the
most credible resource for their healthcare needs.
Doctor Knows Best look to their physician and
other healthcare professionals for direction and
guidance because of their expertise and
credentials, and just want to cut to the chase.
Doctor Knows Best are more likely to go to the
doctor at the first sign of health concerns.
However, Doctor Knows Best 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.

23. What Makes Doctor Knows Best Different
Doctor Knows Best
Strongly Agree/Agree
Open to
Options
Live for
Today
Family
First
Healthy
For Life
Doctor
Knows
Best
n = 711 n = 1,107 n = 733 n = 953 n = 532
a b c d e
I do whatever my doctor tells me 26% (53)
43% (88) 51% (104) 65% (133) 71% (145)
a ab abc abcd
I will go to the doctor at the first sign of
health concerns
7% (23) 23% (77)
3% (10)
58% (193) 64% (213)
c ac abc abcd
There is a right way of doing things and a
wrong way of doing things
64% (96)
62% (93)
72% (109) 70% (105) 80% (119)
ab ab abcd

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

25. Nutrition

26. Physical Exercise

27. Sleep

28. Work/Life Balance

29. Healthy Habits

30. S
Handling questions

31. Why would I do this?
• It is a chance to learn more about your health care
learning style
What do you have to do with my learning style
• It is simply a chance to bring a fun and interesting way
to learn more about yourself
Handling questions

32. Is there any validity to this?
• Yes, years of consumer research and validation have
determined this is accurate 91% of the time.
Are you tracking my answers?
• No…..only which of the groups you most resemble in your
health care learning style. That is the culmination of your
answers, and there are only 5 groupings.
Are you HIPAA compliant…because even my name is private!
• Yes, we have all the proper HIPAA practices in place.
Handling questions

33. I am NOT a a Open to Options!
• This survey is accurate 91% of the time so that is possible.
And do know many people have some portion of another
grouping in them as well. Let’s continue with our
session…
Tell me more about these 5 segments.
• See the segment reference guide (should not need this
much).
Handling questions

34. Congratulations
You have completed the slide review
Please see some qualitative feedback from other health coaches
who have used this tool
"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 the time to form a bond with the patients
and engage in meaningful coaching.”