This presentation will provide an overview of a health & wellness psychographic segmentation model evolved from years of work at P&G and now being used by hospitals, health systems, insurance companies and employers to influence healthcare consumer behavior. Market research methodologies will be shared and the five segment model will be defined. The session will be interactive, allowing the attendees to discover their own psychographic segment (i.e., health personality) and understand how these insights can be applied in a medical or business setting. Case studies will be shared showing how psychographic segmentation can be operationalized and result in significant patient engagement and outcomes improvement.
