ELMHURST, Ill.--(BUSINESS WIRE)--PatientBond has completed analysis of its fifth national market research study of healthcare consumers, regarding their attitudes, behaviors and media preferences. Central to this initiative is an extensive understanding of the psychographic profiles of healthcare consumers, a key to motivating behavior change.
PatientBond, a platform for amplifying healthcare consumer engagement, uses a proprietary psychographic segmentation model to personalize messaging, channels and digital workflows to individuals’ motivations and communication preferences across a population. PatientBond has identified five distinct “healthcare personalities” (psychographic segments) among all consumers, each with different priorities and approaches to health and wellness. Each segment also requires a different engagement strategy to activate desired behaviors.
“PatientBond’s psychographic model was developed by healthcare consumer experts from Procter & Gamble and is the product of nearly two decades of work and practical application,” stated Anurag Juneja, Chief Executive Officer. “We consistently deliver unrivaled results for our clients using our unique capabilities. However, we strive to continuously enhance these efforts with new consumer insights to understand why consumers do what they do and to keep pace with the rapidly evolving healthcare environment.”
Late last summer, PatientBond fielded a survey among a representative sample of adults age 18+ across the United States (4,105 respondents). The study yielded millions of data points on consumers’ expectations and behaviors regarding hospitals, health insurance, urgent care, telehealth, personal health technology, opioid use and many other topics. PatientBond makes these data available to its clients, but it is primarily used to inform the AI and digital workflows powering its platform to personalize engagement for an extensive list of applications and use cases.
Among the many insights uncovered in this latest study: a single psychographic segment is several times more likely to frequently visit an urgent care center or emergency room compared to other healthcare consumers; the segments prioritize HCAHPS and HEDIS measures differently, and these insights can help close gaps in care; two of the segments are most likely to use telehealth and wearable technology; and certain segments are significantly less price sensitive when it comes to health products and services.
The study included respondents covering more than 40 health conditions, and PatientBond uses these insights to develop more effective interventions. For instance, PatientBond is collaborating with the American Heart Association’s Center for Health Technology & Innovation to address cardiovascular health and wellness, and this market research indicates these programs can improve the image of organizations using them. Casey Albertson, President of PatientBond, was also invited to participate in a panel at the CES 2019 conference to discuss psychographic segmentation and its application in technology and heart health.
Juneja added, “PatientBond regularly drives response rates from 25 to 70 percent across efforts involving marketing & acquisition, patient loyalty, health outcomes and even patient payments and collections. We have seen a 90 percent reduction in 30-day readmissions for Congestive Heart Failure, a four-times increase in collections on patient accounts due, and a 57 percent increase in cancer screenings and completed Health Risk Assessments.”
The key is engaging healthcare consumers in a way that resonates on an individual level, using personalized content and channel mix designed according to their preferences. PatientBond’s psychographic segmentation model enables this capability, and the company is committed to ongoing market research, consumer insights gained in the field, and innovative technologies to keep PatientBond ahead of the market.
PatientBond will be attending HIMSS 19 located at booth 4591 and welcomes discussions with healthcare stakeholders.
About PatientBond
Founded in 2011, 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 supports a diverse set of digital workflows to help our clients build a tighter bond with their patient/member population while improving healthcare consumer acquisition, loyalty and health outcomes. PatientBond is a portfolio company of First Health Capital Partners, LLC. Information about PatientBond is available at www.patientbond.com
