In a press release (The Associated Press) issued Tuesday, September 15, 2020, PatientBond announced the completion of its comprehensive study of health consumer attitudes and behaviors to help healthcare providers succeed in the era of COVID-19. This ambitious, national market research explored health consumer expectations and current and future choices specific to hospitals & health systems, urgent care, primary care and telehealth. PatientBond is packaging this research and supporting resources to help healthcare organizations operationalize the insights and pursue strategies that drive patient volume and revenue.
An Innovative, Psychographic Approach
While the study allowed for analysis by variables such as demographics, socioeconomics, health insurance coverage and health condition, it was robust enough to examine respondents by their psychographic profiles. Psychographics pertain to people's attitudes, values, beliefs and personalities, and are core to their motivations and communication preferences.
PatientBond recognizes that patients do not think and act alike, even if they share demographic characteristics or have a health condition in common. Psychographic segmentation allows healthcare providers and marketers to target health consumers more effectively and engage them with messaging and services that resonate with them individually. PatientBond has identified five unique psychographic segments, each with different approaches to health and wellness and priorities among healthcare providers. Each segment also requires a different engagement strategy, whether through marketing or clinical interaction, to maximize results.
The study offers extensive health consumer insights critical to healthcare organization strategies and marketing efforts:
- Top services wanted from a hospital, primary care provider or urgent care center
- Top influences on choice of provider
- Health and COVID-19 attitudes & behaviors
- Frequency of visits to the ER, urgent care and primary care provider
- Reasons for switching providers
- Preferred methods of provider follow-up
- Technologies personally used to manage care
Regarding technologies and digital health, respondents were asked to indicate which types of digital health tools they used before COVID-19, which tools they adopted during COVID-19 and which tools they planned to use going forward. Telemedicine/virtual visits expectedly saw a jump in intended use, and use of home testing/diagnostics might potentially double in the near future, most likely due to caution over visiting a provider during the pandemic.
Important to note that one or two of the psychographic segments actually drove the majority of this indicated growth, underscoring the importance of targeting these segments and knowing how to motivate the other segments to follow suit.
However, other forms of digital health may not enjoy the same growth. Health portals and smartphone health apps face a decline in usage, while wearables look to remain static. This highlights a big opportunity to use psychographic insights to motivate health consumer utilization that may not happen naturally without intervention.
Turbocharging Marketing with PatientBond Psychographics
To make these insights as actionable as possible, PatientBond has packaged the data in an intuitive, easy to use dashboard that provides answers in minutes to a healthcare marketer's most pressing questions. It can identify which psychographic segment to target in a geography with segment heat maps based on the predominance of that segment in a population. It provides data on health consumers' most desired services and attitudes about providers given COVID to help formulate winning marketing propositions. It also identifies the most influential information sources in choosing a provider and preferred channels of communication to design the most effective campaign.
Because COVID-19 has driven uncertainties and forced a reconsideration of marketing strategy to drive patient volume, this market research is a critical tool for hospitals, health systems, primary care and urgent care. PatientBond is excited to bring this asset to market and we look forward to working with healthcare organizations that seek answers and solutions to success today and into 2021.