Consumer segmentation based on valued information sources
Measuring and understanding the value of the vast number and variety of healthcare information sources available to consumers is one focus of Kantar Media’s 2016/2017 Doublebase MARS Consumer Health Study. MARS data demonstrates that consumers value and use information in different ways and are exposed to information from numerous sources:
MARS has created a segmentation that provides insight into the value (based on a five point scale) that different consumer groups place on various healthcare information sources.
MARS Sources Valued Segmentation
- Doctor Led: 27% of the U.S. adult population is Doctor Led. These patients see little value in sources other than healthcare providers.
- Relevant Right Now: The largest percentage of the population (32%) falls into the Relevant Right Now segment. This group values information that is convenient and relevant to their situation, such as point-of-care media and healthcare information websites.
- Engaged Yet Neutral: This group (29%) places a high value on non-ad sources like social media and online search. Their profiles show that although these patients tend to notice healthcare ads, they do not rate them as highly valuable.
- Elite Receptives: 12% of the population can be categorized as Elite Receptives, who are the most engaged segment. This group places a high value on most sources including TV, print and online ads.
Examining the differences between these segments shows a progression in how information sources are valued, starting from healthcare professional alone (Doctor Led) and expanding out to the Elite Receptives who value the majority of sources along with ads.
There are demographic differences among the segments but a key factor for advertisers is understanding the likelihood of taking action after seeing healthcare advertising.
Doctor Led and Relevant Right Now are less likely to take action based on advertising (49% and 15% respectively). On the other hand, Engaged Yet Neutral are 26% more likely than the total population to take some type of action after seeing an ad. Elite Receptives have the highest likelihood of activation – this group is 85% more likely to take action.
The impact of advertising varies greatly across the segments. For example, the goal of pharma ads is to inform, educate and motivate, but only 9% of Doctor Led patients agree that pharma ads make them more knowledgeable about medicines. At the other end of the spectrum are the Elite Receptives, 70% of whom agree with this statement.
Chronic conditions: Patients and caregivers differ across segments
When utilizing these segments for patient groups with chronic conditions, it’s important to note that ailment sufferers themselves may value different sources when compared to those who care for individuals with the same condition. For example, among those who have been professionally diagnosed with COPD, 33% fall into the Doctor Led segment while only 16% of those who provide some type of caregiver support for COPD sufferers fall into this segment. On the other hand, more COPD caregivers than COPD patients are Elite Receptives (18% vs. 13%) who are actively looking for information across all channels.
About the study
Kantar Media’s MARS Consumer Health Study is a trusted information source for reaching different patient groups and uncovering deep consumer insights. It provides stable and reliable media and healthcare data that is projectable to the U.S. population to better meet the needs of agencies, marketers, healthcare facilities, insurers and media companies. The study contains detailed information among U.S. adults including online and offline media usage for 100+ consumer magazines, newspapers and health-related publications as well as TV, radio, and internet usage.
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