In a press release dated April 8, 2021, PatientBond announced the completion of its ambitious, national market research study on healthcare consumer attitudes and behaviors regarding COVID-19 vaccines. The study focuses on the psychographic profiles of the people most likely to get a vaccination and those who are likely to take a wait-and-see approach. The study examines the reasons people may avoid the vaccination and what is needed to convince people to get it.
Because psychographics pertain to people's attitudes, beliefs and priorities, the data will enable PatientBond to help healthcare providers motivate people to get vaccinated. While demand for the vaccine is high right now, providers must anticipate and plan for the point at which early demand is met.
Justin Dearborn, CEO of PatientBond, stated, "This important research has helped us establish a timeline for COVID-19 vaccine uptake over the next two years. It is clear to us that certain psychographic segments are the 'early adopters' of the vaccine while others - one in particular - is the most likely to avoid it."
PatientBond has identified five healthcare consumer psychographic segments, each of which approach health and wellness differently, influencing their decisions and behaviors regarding COVID-19 vaccines. Two psychographic segments are the most likely to get the vaccination and most of these individuals will get it as soon as it is available to them. Two of the segments are more likely to wait and get vaccinated when enough time has passed and the vaccines appear safe. One segment might be popularly characterized as the "anti-vaxxers" and a relatively large portion of this segment will initially refuse to get vaccinated. However, with the right information coming from the sources this segment finds most credible, it appears 70% could be persuaded.
While safety concerns with the vaccines were the number one reason for avoiding a vaccination, each psychographic segment was more likely to express additional, different reasons. For example, one psychographic segment assumed the Out of Pocket costs would be too high, highlighting a significant educational opportunity since the vaccines are generally accessible at no cost to the public.
"The key to accelerating COVID-19 vaccinations is finding consumers in the community who are most likely to be receptive to the vaccines and targeting others with the specific information they need to overcome their objections to a vaccination," continued Dearborn. "PatientBond has heat mapped the entire United States down to the block level according to the five psychographic segments, so we can be very precise in helping healthcare providers engage their communities with the appropriate messaging."
PatientBond will provide an overview of the results of its National COVID-19 Vaccination Study in a webinar titled, "The Psychographics behind Accelerating COVID-19 Vaccinations," scheduled for May 4, 2021 at 1 p.m. ET/ 12 p.m. CT. This webinar is open to any interested parties and free to participate. Click the button below to register:
PatientBond's mission is to leverage Healthcare Consumer Insights and Innovative Technology Solutions to help its clients better navigate the rise of consumerism in healthcare and evolving reimbursement models. PatientBond's highly configurable communications platform leverages a proven psychographic segmentation model and a diverse set of digital workflows to help our clients build a tighter bond with their patients to improve health outcomes, grow their market share and improve patient payment collections. PatientBond is currently used by more than 1,200 healthcare provider locations across the United States. PatientBond is a portfolio company of First Health Capital Partners, LLC. Information about PatientBond is available at www.patientbond.com.