There are 6 types of healthcare consumers; Which ones would you like to target?

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customer segment

Knowing your customer is the first rule of business.

The rising tide of consumerism in the healthcare industry means that more attention is being paid to define the consumer or the end customer. Based on a 2012 survey of U.S. healthcare consumers, Deloitte Center for Health Solutions has created six broad buckets that capture the essence of various health consumers out there.

The segments are:

  • Casual and cautious: are not engaged in their own health, have no immediate need to consume healthcare services and are cost conscious. They make up 34 percent of the U.S. healthcare consumer
  • Content and compliant: comprise 22 percent of the U.S. healthcare population and they are happy with their physicians, hospital and insurance plans. They tend to comply with and follow care plans
  • Online and onboard: this 17 percent of the healthcare population are keen to learn about health online. They are happy with their healthcare but looking for alternatives and for new technologies
  • Sick and savvy: because of their┬áconditions, they consume significant healthcare products and services. They also communicate and partner with their physicians to make treatment decisions. They comprise 14 percent of the U.S. healthcare population
  • Out and about: these independent 9 percent of the U.S. healthcare consumers believe in looking for alternative healthcare options and prefer to customize the services they wish to consume
  • Shop and save: are 4 percent of the U.S. healthcare consumer group and actively look to save money. They are also willing to switch product and services for better value.

By their definition, these different consumer segments have different priorities and attitudes when it comes to health and wellness, and how they view the products/services they consume.

For instance, 21 percent of the casual and cautious segment took a flu shot last season compared with 58 percent of the sick and savvy. To see more of the infographic, click here.

[Photo Credit: Market Segment from BigStock Photo]

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Arundhati Parmar

By Arundhati Parmar

Arundhati Parmar is the Medical Devices Reporter at MedCity News. She has covered medical technology since 2008 and specialized in business journalism since 2001. Parmar has three degrees from three continents - a Bachelor of Arts in English from Jadavpur University, Kolkata, India; a Masters in English Literature from the University of Sydney, Australia and a Masters in Journalism from Northwestern University in Chicago. She has sworn never to enter a classroom again.
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