This presentation was delivered by c2b solutions at the World Congress 6th Annual Leadership Conference: Consumerism through Health Plan Innovation. The presentation provides an overview of c2b solutions' proprietary psychographic segmentation model (patent pending) and its application to healthcare-oriented business cases.

1. 1
Consumer-Centric Design:
Psychographic Segmentation
and Consumer Behavior Change

2. If
There
are
No
Changes
to
the
Status
Quo….our
Past
Performance….Predicts
Poor
Outcomes
1. Medica=on
Compliance
and
Persistency
has
not
been
solved
2. Health
Screenings
(e.g.,
Cancer,
Blood
Pressure)
are
not
mee=ng
goals
3. Preventa=ve
Care
(e.g.,
low-­‐dose
aspirin,
immuniza=ons)
is
under
used
4. Wellness
Programs
(e.g.,
smoking
cessa=on,
weight
loss)
s=ll
have
low
rates
of
par=cipa=on
Proxies
for
HC
Reform
have
not
fared
too
well
• Significant
Resources
Invested
• Extensively
Studied
and
Researched
• “Poor
to
Average”
Results
considering
investments
and
research
• Outcomes
for
Each
Dependent
Upon
an
Ability
to
Mo=vate
Individuals
to
Change
their
Behavior
• Segmenta=on
Needed
to
Enhance
Targeted
Communica=on
Key
Learnings

3. Psychographic
Possibili=es
§ +300%
increase
in
traffic
to
a
brand’s
website
§ 70+%
par=cipa=on
in
disease
interven=on
program
§ 3X
increase
in
ecommerce
Visit-­‐to-­‐Order
rate
3

4. § Demographic
&
Socioeconomic
Segmenta=on:
Grouping
people
by
gender,
age,
ethnicity,
income,
educa=on,
geography
and
other
physical
or
situa=onal
characteris=cs
§ Behavioral
Segmenta=on:
Grouping
people
by
their
behavior
(e.g.,
healthcare
u=liza=on
behaviors
tracked
by
a
medical
claims
database,
shopping
behaviors
tracked
by
a
retailer’s
loyalty
card
database)
§ AHtudinal
Segmenta=on:
Grouping
people
by
shared
abtudes
and
emo=ons
about
a
given
subject
(e.g.,
how
a
consumer
feels
about
preventa=ve
medicine
or
Health
Care
Reform)
§ Psychographic
Segmenta=on:
Grouping
people
by
shared
values,
principles,
beliefs,
emo=ons,
personality,
interests
and
lifestyle
4
A
Deep
Understanding
of
the
Health
Care
Consumer
Required
to
Drive
Behavioral
Change
Deepest
Surface

5. c2b
Research
Summary
5
Health
Care
AHtudes
Condi=ons
Experience,
Current
Medica=ons,
OTC
AHtudes
Health
Insurance
Provider
-­‐
Sa=sfac=on,
Desired
Benefits
Health
Care
Reform
AHtudes
Sources
of
Health
Care
Informa=on
&
Media
Demographics
Socioeconomics
Geography
United
States,
online
sample
of
4,
878
individuals
Na=onal
representa=ve
sample
by
age
(18+),
sex,
region,
and
race
Analyzed
1st
Quarter
2013
44
Disease
States
including…
• Anxiety
• Diabetes
• Heart
Disease
• Depression
• COPD
• Obesity
• Hypertension
15.6
million
data
points

6. c2b
Consumer
Classifier
6
c2b
Consumer
Classifier
A
simple
12
ques=on
survey
will
place
you
in
one
of
five
segments…
with
91%
predictability!

7. Self
Achievers
(24%)
Balance
Seekers
(18%)
Priority
Jugglers
(18%)
Willful
Endurers
(27%)
Direc=on
Takers
(13%)
The
c2b
solu=ons
Psychographic
Segments
7

8. Self-­‐Achievers
are
the
most
proac=ve
and
wellness
oriented
8
0%# 10%# 20%# 30%# 40%# 50%# 60%# 70%# 80%# 90%# 100%#
I'll#spend#whatever#it#takes#to#be#healthy#
I#am#already#healthy#but#I#take#steps#to#be#even#beBer#
I#acDvely#take#steps#to#prevent#illness#
Proac&ve)
DirecDon#Takers# Self#Achievers# Priority#Jugglers# Willful#Endurers# Balance#Seekers#

9. Willful
Endurers
are
the
least
engaged
They
depriori=ze
Heath
and
Wellness
9
0%# 5%# 10%# 15%# 20%# 25%# 30%# 35%# 40%# 45%# 50%#
I#have#an#unhealthy#lifestyle;#I#just#can't#change#my#habits#
I#consider#myself#a#"couch#potato"#
I#know#what#I#should#be#doing#to#be#healthy,#but#I#don't#
make#my#health#a#priority#
Disengaged)
DirecFon#Takers# Self#Achievers# Priority#Jugglers# Willful#Endurers# Balance#Seekers#

10. The
Role
of
Physicians
10
Attitudes Toward Health Care Professionals
Strongly Agree/Agree
Balance
Seekers
n = 711
a
Willful
Endurers
n = 1,107
b
Priority
Jugglers
n = 733
c
Self
Achievers
n = 953
d
Direction
Takers
n = 532
e
I like to take care of myself and don't like
going to the doctor unless I'm really sick
79% (132)
bcde
66% (110)
de
72% (120)
bde
44% (73) 44% (73)
Physicians are just one resource for me;
I consider many sources when managing
my health & wellbeing
82% (141)
bcde
52% (90)
e
48% (83) 67% (116)
bce
45% (78)
My doctor is the most credible authority
for my health & wellness needs
19% (34) 48% (86)
a
64% (114)
ab
76% (136)
abc
86% (154)
abcd
I do whatever my doctor tells me
26% (53) 43% (88)
a
51% (104)
ab
65% (133)
abc
71% (145)
abcd
!

11. 11
Psychographic
Segments
Across
Popula=ons
0%#
5%#
10%#
15%#
20%#
25%#
30%#
35%#
40%#
45%#
50%#
General'Popula,on' Medicaid'Managed'Care' Medicaid'Standard' Uninsured'
Psychographic'Segment'Distribu,on'Across'Popula,ons'
Balance#Seekers#
Willful#Endurers#
Priority#Jugglers#
Self#Achievers#
DirecCon#Takers#
Medicaid
&
Uninsured

12. Health
Condi=ons
by
Segment
12
Health Condition
Personally Experiencing Currently
Balance
Seekers
n = 711
a
Willful
Endurers
n = 1,107
b
Priority
Jugglers
n = 733
c
Self
Achievers
n = 953
d
Direction
Takers
n = 532
e
Acid Reflux/heartburn/GERD
10% (63) 17% (106)
a
15% (94)
a
20% (125)
ac
21% (131)
ac
Depression
11% (92) 14% (117)
acd
10% (83) 9% (75) 17% (142)
acd
Diabetes
Type 1
Type 2
4% (36)
1% (100)
4% (40)
11% (100)
a
2% (200)
acd
9% (90)
a
9% (82)
a
1% (100)
8% (80)
15% (136)
abc
1% (100)
14% (140)
abc
16% (145)
abc
2% (200)
d
14% (140)
abc
Insomnia
11% (122)
cd
8% (89) 8% (89) 8% (89) 12% (133)
bcd
!
• 44
health
condi=ons
measured
• >100
Rx
products
included
• Brand
vs.
Generic
Preferences

13. Health
Insurance
Company
Amributes
13
Attribute(
Extremely/Very(Important(
Balance(
Seekers(
Willful(
Endurers(
Priority(
Jugglers(
Self(
Achievers(
Direction(
Takers(
n(=(711( n(=(1,107( n(=(733( n(=(953( n(=(532(
Is(one(that(I(can(trust(
90%((108)(
b(
74%((89)( 87%((105)(
b(
90%((108)(
bc(
92%((111)(
bc(
Will(be(here(for(me(in(the(future(
when(I(need(care(
86%((105)(
b(
74%((90)( 85%((104)(
b(
90%((110)(
abc(
89%((109)(
b(
Has(a(good(reputation(
83%((105)(
b(
71%((90)( 80%((101)(
b(
88%((111)(
abc(
88%((111)(
abc(
Makes(me(feel(like(they(care(about(
my(health(
78%((108)(
bc(
66%((92)( 66%((92)( 82%((114)(
abce(
76%((106)(
bc(
!
• 33
amributes
measured
• Cost
vs.
Choice
• Premium
price
sensi=vity
analysis
• Sa=sfac=on,
Value,
and
Likelihood
to
Recommend
• 50+
Influences
on
health
plan
choice

14. Online
OTC
&
Personal
Care
Store
RESULTS
Baseline
+6
months
Average
Basket:
$33.51
$43.99
%
Open
22.8%
20.6%
Visit-­‐to-­‐Order
3.1%
10.1%
Before
A`er
14
3X
visits
driving
30+%
increase
in
total
basket
purchases

15. Applica=on
–
Workplace
Health
Interven=on
Among
“Company
X”
Plant
workers
who
showed
up
for
the
sessions:
• Amendance
overdeveloped
among
Balance
Seekers
and
Self
Achievers
15
• Willful
Endurers
and
Direc=on
Takers
more
likely
to
be
eligible
for
program
18%$
27%$
18%$
24%$
13%$
27%$
19%$ 18%$
27%$
11%$
0%$
5%$
10%$
15%$
20%$
25%$
30%$
Balance$
Seekers$
Willful$
Endurers$
Priority$
Jugglers$
Self$$$$$
Achievers$
DirecFon$
Takers$
General$PopulaFon$
Company$X$Plant$AMendees$
27%$
19%$ 18%$
27%$
11%$
22%$
24%$
18%$
20%$
16%$
0%$
5%$
10%$
15%$
20%$
25%$
30%$
Balance$
Seekers$
Willful$
Endurers$
Priority$
Jugglers$
Self$$$$$
Achievers$
DirecGon$
Takers$
Company$X$Plant$AMendees$
Eligible$for$Program$

16. Phase
1
Pilot
Results
§ Willful
Endurers
most
likely
to
enroll
in
the
program
once
they
are
iden=fied
as
candidates
for
the
program
and
receive
coaching
§ Closure
rate
on
candidates
increased
to
over
70%
16
1.03%
1.16%
0.91%
0.83%
1.01%
0.75% 1.00% 1.25%
Balance%Seekers%
Willful%Endurers%
Priority%Jugglers%
Self%Achievers%
DirecBon%Takers%
Index%Enrolled%

17. c2b
Consumer
Classifier
Live
Demo
17
c2b
Consumer
Classifier
A
simple
12
ques=on
survey
will
place
you
in
one
of
five
segments…
with
91%
predictability!

18. Marke=ng
to
the
Segments
18
Balance
Seekers
Willful
Endurers
Priority
Jugglers
Self
Achievers
Direc=on
Takers

19. Balance
Seekers
19
Balance
Seekers
are
generally
proac=ve
in
their
health
and
wellness-­‐oriented.
Balance
Seekers
are
open
to
many
ideas,
sources
of
informa=on,
and
treatment
op=ons
when
it
comes
to
their
healthcare.
However,
Balance
Seekers
themselves
–
not
healthcare
professionals
-­‐-­‐
define
what
success
looks
like
in
their
health.
Physicians
and
other
healthcare
professionals
are
useful
resources,
but
not
the
only
resources,
for
leading
a
healthy
life.

20. Willful
Endurers
20
Willful
Endurers
live
in
the
“here
and
now”
and
believe
there
are
more
important
things
to
focus
on
than
improving
their
health
for
the
future.
Willful
Endurers
are
not
necessarily
unhealthy,
but
they
do
what
they
like,
when
they
like,
and
do
not
change
their
habits.
They
are
self-­‐
reliant
and
can
withstand
anything
life
throws
at
them,
going
to
the
doctor
only
when
they
absolutely
must.

21. Priority
Jugglers
21
Priority
Jugglers
are
very
busy
with
many
responsibili=es.
Because
of
all
these
responsibili=es,
Priority
Jugglers
may
not
take
the
=me
to
invest
in
their
own
wellbeing
and
are
reac=ve
when
it
comes
to
health
issues.
However,
Priority
Jugglers
are
very
proac=ve
when
it
comes
to
their
family’s
health
and
will
make
sure
their
loved
ones
receive
the
care
they
need.

22. Self
Achievers
22
Self
Achievers
are
the
most
proac=ve
when
it
comes
to
their
wellness,
inves=ng
what
is
necessary
toward
their
health
and
appearance.
Self
Achievers
may
actually
have
health
issues,
but
they
stay
on
top
of
them
with
regular
medical
check-­‐ups,
health
screenings,
and
research.
Self
Achievers
are
task
oriented,
and
will
tackle
a
challenge
if
they
are
given
measurable
goals.

23. Direc=on
Takers
23
Direc=on
Takers
believe
their
physician
is
the
most
credible
resource
for
their
healthcare
needs.
Direc=on
Takers
look
to
their
physician
and
other
healthcare
professionals
for
direc=on
and
guidance
because
of
their
exper=se
and
creden=als.
Direc=on
Takers
are
more
likely
to
go
to
the
doctor
at
the
first
sign
of
health
concerns.
However,
Direc=on
Takers
may
not
always
follow
a
physician’s
advice
–
not
because
they
disagree
with
his/
her
recommenda=ons,
but
because
it
is
oten
difficult
to
work
these
recommenda=ons
into
their
rou=ne.

24. • Highly
recep=ve
to
health
informa=on
• Most
likely
to
interact
with
health
insurance
company
online
Self
Achievers
• Highly
recep=ve
to
health
informa=on
• Most
likely
to
visit
health
websites
Balance
Seekers
• Lower
levels
of
involvement
and
awareness
v.
other
segments
• Doctor
is
desired
source
for
informa=on
–
higher
desire
to
get
informa=on
than
currently
gets
from
doctor
Direc=on
Takers
• Generally
not
engaged
in
gebng
health
care
informa=on
for
self
• Family/peer
influence
strong
Priority
Jugglers
• Generally
least
engaged
for
health
related
informa=on
–
hardest
to
reach
• Peer
influence
strongest
Willful
Endurers
Recep=vity
to
Receiving
Health
Informa=on
Varies
by
Segment

25. Duos
Gradus
is
a
Type
2
Diabetes
Drug.
It
lowers
blood
sugar
by
increasing
insulin
produc=on
in
your
pancreas
and
decreases
sugar
made
in
your
liver
25

26. Health
Related
Media
&
Informa=on
Preferences
26
Willful
Endurers
Balance
Seekers
Balance
Seekers
are
generally
proac=ve
in
their
health
and
wellness-­‐oriented.
Balance
Seekers
are
open
to
many
ideas,
sources
of
informa=on,
and
treatment
op=ons
when
it
comes
to
their
healthcare.
However,
Balance
Seekers
themselves
–
not
healthcare
professionals
-­‐-­‐
define
what
success
looks
like
in
their
health.
Physicians
and
other
healthcare
professionals
are
useful
resources,
but
not
the
only
resources,
for
leading
a
healthy
life.
Willful
Endurers
live
in
the
“here
and
now”
and
believe
there
are
more
important
things
to
focus
on
than
improving
their
health
for
the
future.
Willful
Endurers
are
not
necessarily
unhealthy,
but
they
do
what
they
like,
when
they
like,
and
do
not
change
their
habits.
They
are
self-­‐reliant
and
can
withstand
anything
life
throws
at
them,
going
to
the
doctor
only
when
they
absolutely
must.

27. Health
Related
Media
&
Informa=on
Preferences
27
• Less
likely
to
seek
out
informa=on
online
• Relies
primarily
on
recommenda=ons
from
peers/friends
• Less
likely
to
trust
media
Willful
Endurers
Balance
Seekers
• Consult
informa=on
provided
by
news
media
channels
and
public
sources
• Open
to
messages
broadcasted
on
TV,
Radio
and
Internet
• Trusts
media

28. 28
Health-oriented Websites Visited
for Health Advice for Self or
Family in the Past Three Years
%
Balance
Seekers
n = 711
a
Willful
Endurers
n = 1,107
b
Priority
Jugglers
n = 733
c
Self
Achievers
n = 953
d
Direction
Takers
n = 532
e
AARP.com 11% (110)
bc
8% (80) 6% (60) 16% (160)
abce
9% (90)
Ask-A-Nurse.com 2% (67) 6% (200)
acde
1% (33) 3% (100)
ce
1% (33)
CDC.gov 13% (144)
bcde
8% (89)
e
9% (100)
e
9% (100)
e
5% (56)
EverydayHealth.com 7% (140)
bce
5% (100)
c
2% (40) 7% (140)
bce
3% (60)
HealthGrades.com 4% (133)
ce
4% (133)
ce
2% (67) 3% (100)
ce
1% (33)
MayoClinic.com 28% (140)
bce
18% (90) 16% (80) 24% (120)
bce
16% (80)
NIH.gov 8% (160)
bc
5% (100) 4% (80) 6% (120)
c
5% (100)
Prevention.com 9% (180)
bce
3% (60) 3% (60) 7% (140)
bc
5% (100)
RealAge.com 7% (140)
bce
5% (100)
ce
2% (40) 7% (140)
bce
2% (40)
WebMD.com 62% (122)
bcde
44% (86) 55% (108)
be
53% (104)
b
48% (94)
!
Preferred
Media
and
Informa=on
Sources
by
Segment
• >25
websites
• Professional,
peer,
organiza=onal,
media
influencers
• Print
• Social
Media

29. 29
Casey
Albertson
casey@c2bsolu=ons.com
Brent
Walker
brent@c2bsolu=ons.com
www.c2bsolu=ons.com
844-­‐c2b-­‐data
(844-­‐222-­‐3282)
Thank You!