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User’s Guide to Solucient’s HouseholdView Segmentation Section 1 Welcome to HouseholdView HouseholdView is a powerful and unique market segmentation system designed to help you develop effective and efficient targeted marketing plans for your health care products and services. HouseholdView is comprised of 56 individual market segments. These segments incorporate the “lifestage” factors that most accurately predict consumer health care utilization and behavior. The lifestage factors in HouseholdView move beyond standard segmentation systems and allow individual households to be targeted. Combined with Solucient’s comprehensive consumer information, the HouseholdView system provides valuable insight into the variation in health care needs and preferences. The User’s Guide This guide is your key to effectively using HouseholdView market segmentation. It includes: • • • • The Solucient Advantage. Learn why HouseholdView should be an integral component of your marketing plans HouseholdView Methodology. Read about the evolution of market segmentationthe foundation of HouseholdView HouseholdView Applications. An illustration of how HouseholdView can be used in developing effective marketing plans HouseholdView Profiles. These HouseholdView summaries provide an overview of each of the 56 segments This guide will help you use HouseholdView segmentation to develop marketing strategies that obtain results. Section 2 The Solucient Advantage: Segmentation Designed for Health Care The acknowledged health care information leader, Solucient is uniquely positioned to provide the kind of information you need to design successful marketing strategies. Why? One reason is that Solucient specializes in health care and that specialized focus results in information and strategies developed specifically for your health care marketing needs. History of Solucient’s Health Care Market Segmentation The ability to identify and target the “right” patients is dependent upon the appropriate use of a segmentation system that accounts for the key drivers of consumers’ health care 1 User’s Guide to Solucient’s HouseholdView Segmentation decisions. Ten years ago, the introduction of SachsGroupsTM marked a new and unique approach to helping hospitals segment and understand the behavior and decision-making patterns of health care consumers. Building on the success of SachsGroups, Solucient now offers a segmentation system that has been updated for the changing society in the U.S. By re-examining all available market data and identifying the most important and quantifiable factors that drive the consumer health care decision, Solucient was able to construct an enhanced household level and health care-specific segmentation system called HouseholdView. HouseholdView captures the essence of the consumer health care decision and is based on factors that are consistent and quantifiable from market to market. Like SachsGroups, HouseholdView uses the MAGIC demographic variables that are the best predictors of health care utilization. These include: Marital status Age Gender Income of the household Children – presence or absence of Why Not Geodemographic Segmentation? Segmentation systems use different approaches depending on the type of consumption being studied. Certain types of consumer product consumption can be modeled effectively using geodemographic systems that group households into market segments based strictly on household location. These systems assign each block group in the United States to a geodemographic segment. Given the construction of these types of systems, they work well with consumption that is income-driven. This is because housing stock in small areas tends to attract owners or renters of similar income levels. This approach assumes “you are where you live,” or “birds of a feather flock together.” Segmentation in Health Care As health care marketers, we cannot successfully use a geodemographic segmentation system. Marketing success is based on an understanding of your target markets’ unique needs. Applying a segment code to all households in a given block group (typically 200 to 400 households) is ineffective. Health care is an industry with products not well segmented by strict geodemographic systems. A block group may contain households with approximately the same household income, but with very different household compositions and health care needs. For example, a retired couple may live next door to a married couple with small children. These households are included in the same geodemographic segment, yet their health care utilization is quite different. The young family often visits a pediatrician for ongoing care, while their elderly neighbors are more likely to worry about heart problems and other chronic conditions. Not surprisingly, these households’ responses to health care direct or mass marketing messages will differ as well. As a result, geodemography is of limited use for health care applications. Instead, Solucient relies on a different, proven segmentation approach that more accurately predicts health care usage. Its basic tenet is that the segments should enhance geodemographics (location) to include household characteristics such as age of head of household, household income, 2 User’s Guide to Solucient’s HouseholdView Segmentation marital status, and presence or absence of children. These attributes comprise “lifestage.” And rather than being based on “you are where you live,” this methodology allows you to segment based on “you are who you are.” Section 3 HouseholdView Methodology HouseholdView assesses the market according to variables that are important in marketing strategy. Who is using a given product or service? What new products do they need or want? What issues are important to them? Should your message emphasize quality? Cost? Convenience? Once you identify your target and determine the right message, HouseholdView helps you pinpoint the best way to send it. Does your target group respond to direct mailings? Newsletters? Television ads? HouseholdView will help you narrow the universe so that your marketing plan is successful. The answers can be found in consumer lifestage. HouseholdView segments are defined with this approach, using the following variables: • Household composition consists of marital status and the presence or absence of children. Household composition affects both the volume and types of health care services demanded by the household. Age of the head of household helps identify the utilization needs of the household. The health care needs of young couples with young children differ from those of older couples with teenage children, for example. Household income is used to gauge purchasing power for elective health care services. Income is adjusted to reflect cost of living differences among markets. Household income is a significant factor when marketing outpatient services. Gender of single households. This distinction reflects varying health care consumption by single males and single females. • • • Using these criteria, Solucient organized the population into 56 segments within four “MegaGroups ” described below. STARTERS: Typically 18 to 34 (14 segments) ACHIEVERS: 35 to 54 (21 segments) MIDS: 55 to 64 (9 segments) SENIOR: 65+ (12 segments) Within the four MegaGroups, further delineation results in the 56 HouseholdView segments: 3 User’s Guide to Solucient’s HouseholdView Segmentation HouseholdView Reference Chart HouseholdView MegaGroup STARTERS HouseholdView Segment 01. Partying Pals 02. Work Hard Play Hard 03. Starting Off 04. Happily Single 05. Off & Running 06. Soccer Dads 07. Carpool Moms 08. New Beginnings 09. Growing Up 10. Moving Up 11. Combined Resources 12. Great Expectations 13. Enjoy Your Time 14. Settling Down 15. Sports Corner 16. Living Large 17. Flying Solo 18. Day by Day 19. On Her Own 20. Made Her Way 21. Balancing Act 22. Coupon Clippers 23. Up All Night 24. Play Groups 25. Big Success 26. Time Alone 27. Socialites 28. Calling the Shots 29. No Frills 30. Standard Living 31. Dinners Out 32. Weekends Away 33. Simple Living 34. Empty Nesters 35. High Society 36. Tee Time 37. Penny Savers 38. Outlet Shoppers 39. Salon Setters 40. Spa Goers 41. Making Do 42. Sunsetters 43. Cruise Wear 44. Antiquers 45. On Your Own 46. Playing Bingo 47. Golden Girl 48. Afternoon Tea 49. Days of Leisure 50. Happy Harbors 51. Touring the Country 52. Enjoying Life 53. Time to Travel 54. Early Bird Specials 55. Restful Retirement 56. Golden Years Age 18-34 18-34 18-34 18-34 18-34 18-54 18-34 18-24 25-34 25-34 25-34 25-34 25-34 25-34 35-54 35-54 35-54 35-54 35-54 35-54 35-44 35-44 35-44 35-44 35-44 35-44 35-44 45-54 45-54 45-54 45-54 45-54 45-54 45-54 45-54 55-64 55-64 55-64 55-64 55-64 55-64 55-64 55-64 55-64 65+ 65+ 65+ 65+ 65+ 65-74 65-74 65-74 65-74 75+ 75+ 75+ HH Composition SM SM SF SF SF SMK SFK M/MK MK MK MK MK M M SM SM SF SF SF SF SFK MK MK MK MK M M SFK MK MK MK MK M M M SM/SMK SF/SFK SF/SFK SF/SFK SF/SFK M/MK M/MK M/MK M/MK SM/SMK SF/SFK SF/SFK SF/SFK SF/SFK M/MK M/MK M/MK M/MK M/MK M/MK M/MK HH Income L, LM UM, U L LM UM, U all all all L LM UM U L, LM UM, U L, LM UM, U L LM UM U all L LM UM U L, LM UM, U all L LM UM U L, LM UM U all L LM UM U L LM UM U all L LM UM U L LM UM U L LM UM, U ACHIEVERS MIDS SENIORS 4 User’s Guide to Solucient’s HouseholdView Segmentation Income: Lower (L)=0-25K, Lower Middle (LM)=25-75K, Upper Middle (UM)=75K – 100K, Upper (U)=100K+ Household Composition: SM = Single Male, SMK = Single Male with Kids, SF = Single Female, SFK = Single Female with Kids, M = Married, MK = Married with Kids Market Variability One of the most important design specifications for the HouseholdView segmentation system was that it be uniformly applicable in any market in the country. Developing a life-stage approach to segmentation of health care consumers was identified early in the creation process as the key to achieving stability across markets. After final determination of the methodology and creation of the individual HouseholdView segments, Solucient's health care statisticians ran an analysis on every variable in our HealthView Plus consumer research database. The goal of this analysis was to determine what, if any, market variability existed with respect to the predictive nature of the life-stage variables that drive HouseholdView. After examining responses to more than 300 HealthView Plus consumer behavior questions for each of the 25 markets in which the study is conducted, Solucient was able to determine the following with respect to market variability:  Structural Variance. Within like household segments, there is some variation in utilization of services from market to market. This variation is driven by several key factors including 1) market infrastructureavailability of, and access to, certain services, 2) local practice patterns, and 3) insurance coverage. It should also be noted that health care advertising awareness varied widely from market to market based on the predominant marketing approach employed by local providers (television, radio, billboards, print, direct mail, newsletters, etc.) Behavioral Variance. There is much less variance from market to market with respect to the underlying attitudes and behavior of health care consumers. The variation that does exist can be primarily attributed to differences in the demographic distributions from market to market. For example, while one market may have a greater percentage of single female parent households than another, the way in which these single mothers approach the health care system and make decisions does not vary significantly from market to market.  The results of this analysis of market variability confirmed that the HouseholdView segmentation methodology does a very good job of identifying the key factors that drive consumers’ health care behavior and decisions regardless of the market in which they are located. The system, therefore, is stable across markets, and is one that health care marketers in any part of the country can use with confidence in supporting a broad range of health care planning and marketing activities. 5 User’s Guide to Solucient’s HouseholdView Segmentation Section 4: HouseholdView Applications Increase revenue and ROI with Solucient HouseholdView. Target the right customer with the right product or service – every time. Here’s an example to help you understand how HouseholdView market segmentation works: You are marketing a health education talk for consumers aged 35 to 54. As a first step, consult the HouseholdView poster to find out which market segments will be most responsive. Top HouseholdView segments include: Sports Corner, Flying Solo, On Her Own, Made Her Way, Balancing Act, Calling the Shots, No Frills, and Dinners Out. Next, you need to decide which advertising channel is most likely to generate a positive response from these HouseholdView segments. Use HealthView Plus research to determine which media vehicles these groups use. The HouseholdView Profiles show that approximately 25% of these HouseholdView segments are aware of health care advertising from direct mailings. Therefore, by sending a direct mailing to these HouseholdView segments in your target market area to announce health education talks, you can likely launch a successful marketing campaign. Sending a direct mailing to the households most apt to be interested in educational talks using a media vehicle they are aware of will provide a greater lift or response, and cost fewer dollars. HouseholdView helps you cross-reference all these factors quickly and accurately. HouseholdView provides invaluable marketing advantages that allow you to:           Divide your market into actionable segments such as high and low utilizers Examine your market to determine optimal media vehicles Understand health care needs of target market Determine target market for products and services Profile target markets to understand health care needs, attitudes, and behaviors Link lifestyle information to health care attitudes to optimize marketing opportunities HouseholdView are utilized in the following Solucient products and services: HealthView Plus consumer research for planning, promoting, and performing CRM: Customer Relationship Management for planning, promoting, and performing Direct Mail for promoting Marketing Planner Plus/Demographics for planning Who Should Use These Profiles Successful markets, advertisers, and planners should apply the HouseholdView segmentation system to their market research, marketing list, or clinical database. Applying a health care-specific segmentation will help you to promote your brand, acquire new and retain existing customers, and improve your return on investment. 6 User’s Guide to Solucient’s HouseholdView Segmentation Section 5: HouseholdView Profiles Using the HouseholdView Profiles Summary Each profile summary begins with the key variables about the segment including age, household composition, and income. By reading through these descriptions, you’ll begin to get a picture of each of the HouseholdView segments. As you become familiar with the characteristics of each HouseholdView segment, you’ll be able to position your products for an effective marketing strategy. The profiles highlight how each HouseholdView segment stands out in six areas that are key in developing targeted marketing plans. These include:  Who are they?  How does the segment use health care services?  How do they make health care decisions?  How should you position your services?  How can you reach the segment?  What is the segment’s marketing index? The Solucient Marketing Index An index was calculated for each segment in a number of areas. An average percentage was calculated for each HouseholdView segment. This percentage was then compared to the percentage of all adults, resulting in the Index. There are five types of Solucient Market Indices described below:  Health Status Index: Calculated based on the average percentage of the following: o Self-reported health status rating of: excellent, very good or good o Physical Health Score (SF-12) of: significantly better or somewhat better o Mental Health Score (SF-12) of: significantly better or somewhat better Service Utilization Index: Calculated based on the average percentage of the following: o Acute is defined as: Been admitted to the hospital in the past 12 months o Chronic includes consumers who report suffering from any of the following:  Respiratory conditions (inc asthma, chronic bronchitis, emphysema)  Heart Disease  Stroke  Kidney Disease  Skin, Breast or other Cancer  Diabetes o Alternative includes consumers who have used any of the following in the past year:  Aromatherapy  Herbal Treatments  Relaxation Therapy  Yoga  Other Alternative Therapies  7 User’s Guide to Solucient’s HouseholdView Segmentation o Preventive includes consumers who report using any of the following in the past year:  Cholesterol Test  Mammogram or PAP Smear  Routine Exam  Satisfaction Index: Calculated based on the average percentage of the following: o Quality of care from the PCP: satisfaction rating of excellent or very good o How much consumers were helped by care: satisfaction rating of excellent or very good o Thoroughness of treatment: satisfaction rating of excellent or very good o Quality of Care Overall: satisfaction rating of excellent or very good Information Index: Calculated based on the average percentage of the following: o Research Health Care Topics includes consumers who have researched any of the following in the past year:  Medical Conditions  Prescription Medications  Hospitals  Doctors  Health Plans o Use Internet for Health Care includes the following:  Have access to the Internet  Use Internet to visit your hospital’s or health plan’s Web site  Use Internet to purchase health or beauty aids  Use Internet to order prescription drugs  Use Internet to research medical conditions  Use Internet to research ratings of local health plans, hospitals, and systems  Use Internet for other health care information Media Responsiveness Index: Calculated based on the average percentage of the following: o Traditional Media includes consumers who have responded to health care advertising from any of the following media formats:  Television  Radio  Newspapers  Magazines o Non-Traditional Media includes consumers who have responded to health care advertising from the following media formats:  Direct Mail  From family or friends  In a doctor’s office  On the Internet   For each category, an average index was calculated. Each segment was put into one of five levels: 8 User’s Guide to Solucient’s HouseholdView Segmentation     Significantly Low (an index of 0 to 60) Somewhat Low (an index of 61 to 89) Normal or reflective of the average population (an index of 90 to 110) Somewhat High (an index of 111 to 140)  Significantly High (an index over 140). The profiles can begin to answer these questions. For strategic planning or to develop your marketing plan, you will want to learn more about each HouseholdView segment using the HealthView Plus consumer research information. Taking the Next Step The HouseholdView segment profiles are an excellent place to start learning about your target market. If you would like to know more about the health care consumer, in general, and in your market place, we encourage you to use our HealthView Plus consumer research. HealthView Plus is a new offering at Solucient. It combines a robust national study with local market intelligence. Clients can also augment this research with their own custom study designed around their unique business issues. The result is a consumer research product unlike any other in the market place. HealthView Plus provides a better understanding of how to retain and attract those consumer segments that are most important to the success of your organization. HealthView Plus is the result of a partnership with Scarborough Research, a recognized leader in consumer marketing research. Through our partnership, we are able to provide insight into how consumers make health care decisions and general consumer intelligence at the local market levelincluding their lifestyle, retail, and media habitsa must for anyone charged with creating and delivering effective marketing messages. To learn more about HealthView Plus and other Solucient marketing offerings, contact your account manager or HelpLine at 800.366.PLAN. 9 User’s Guide to Solucient’s HouseholdView Segmentation Partying Pals (#1) STARTERS 18 – 34 Single Male Lower or Lower Middle Incomes (typically < $50K) Who Are They? Partying Pals perceive themselves to be in excellent health, and are likely to have somewhat better than average physical health scores. They are uninvolved non-consumers of health care who do not spend much money or time on their health care. They are twice as likely to be of Hispanic origin (22%), and almost three times as likely to be African American (29%). They have a high school education, and are likely to reside in an apartment - probably with their pals. How Do They Use Health Care Services? Partying Pals are unlikely to participate in many preventive services and are only half as likely to have an annual health exam. They have higher use of mental health treatment, and physical therapy, and suffer from depression. Partying Pals have low utilization of physicians, and only 38 % have seen their primary care physician (PCP) in the past year. How Do They Make Health Care Decisions? Partying Pals are not loyal to physicians, probably because they do not require frequent care or do not have a relationship with a primary care physician. When selecting primary care physicians, they are likely to select based on proximity to work. They have higher than average preference for their physician to be less than 10 minutes away. Partying Pals are more likely than other segments to include free classes and programs and helpful information as top factors when selecting a hospital. This group is not likely to research ratings of hospitals or trust ratings they receive from physicians. How Should You Position Your Services? A full 18% of Partying Pals do NOT currently have health insurance benefits, and those with insurance are one-third more likely to participate in a defined contribution plan. When positioning services, providers need to keep in mind that services will be paid out-ofpocket. This segment has limited, if any, experience with the health care system. Services should be tailored to their active, healthy lifestyle including sports medicine and mental health programs that can be utilized after working hours. How Do You Reach Them? Partying Pals are most aware of health care advertising from a friend or family member, or on the Internet, but are less likely to respond to ads from these channels. They respond to advertisements in mass media including television, newspaper and magazines. 10 User’s Guide to Solucient’s HouseholdView Segmentation When marketing to Partying Pals, here is their overall Solucient Marketing Profile: Solucient Marketing Indices Health Status Index Service Utilization Index Acute Chronic Alternative Preventive Satisfaction Index Normal Significantly Low Somewhat Low Significantly Low Normal Significantly Low Somewhat Low Information Index Somewhat Low Research Health Care Somewhat Low Use Internet for Health Care Somewhat Low Media Responsiveness Index Traditional Media Non-Traditional Media Normal Somewhat High Somewhat Low 11 User’s Guide to Solucient’s HouseholdView Segmentation Work Hard Play Hard (#2) STARTERS 18 – 34 Single Male Upper Middle or Upper Incomes (typically > $50K) Who Are They? Work Hard Play Hard perceive themselves to be in excellent health. In addition, they have somewhat better physical health scores and significantly better mental health scores than other adults their age. They are more likely to be African American or Asian and to have a high school education. How Do They Use Health Care Services? Work Hard Play Hard are not likely to participate in many preventive services, but report a higher than average use of fitness programs. They are half as likely to have an annual health exam than other segments, and have significantly lower physician use and chronic illnesses. How Do They Make Health Care Decisions? Work Hard Play Hard are not loyal to physicians, and many (24%), do not have a primary care physician. When selecting primary care physicians, they are more likely than other segments to select based flexible hours. As their name implies, Work Hard Play Hard need flexibility in scheduling physician visits. They are more likely to change physicians if they cannot obtain a referral to their preferred hospital, and they do not research hospitals, or give any consideration to top hospital ratings. How Should You Position Your Services? With the exception of spending a significant amount of time making health care decisions, and exercising compulsively, Work Hard Play Hard don’t have strong health care attitudes. They are twice as likely to be enrolled in a defined contribution plan and are willing to pay $10/month for additional health care services including the ability to see a specialist more easily, to receive care from a university hospital, or for alternative medicine coverage. This segment may not need health care services now, but they are interested in their health care decisions, are willing to pay more, and usually have the income to do so, making them a very desirable target for loyalty programs. How Do You Reach Them? Work Hard Play Hard have access to the Internet, but do not use it for health care. They are slightly more likely to be aware of health care advertising on the radio, in magazines, or in a physician’s office, but are less likely to respond to ads from any media channel. 12 User’s Guide to Solucient’s HouseholdView Segmentation When marketing to Work Hard Play Hard, here is their overall Solucient Marketing Profile: Solucient Marketing Indices Health Status Index Service Utilization Index Acute Chronic Alternative Preventive Satisfaction Index Somewhat High Significantly Low Significantly Low Significantly Low Significantly Low Significantly Low Somewhat Low Information Index Significantly Low Research Health Care Significantly Low Use Internet for Health Care Somewhat Low Media Responsiveness Index Traditional Media Non-Traditional Media Somewhat Low Somewhat Low Significantly Low 13 User’s Guide to Solucient’s HouseholdView Segmentation Starting Off (#3) STARTERS 18 – 34 Single Female Lower Income (typically < $25K) Who Are They? Starting Off perceive themselves to be in fair health, but may be giving themselves too much credit. The majority of this group has significantly worse mental and physical health scores than other adults their age. Even at their young age, they will need medical services. They are more likely to be African American or Asian and to have a high school education. How Do They Use Health Care Services? Starting Off are more likely than other segments to have visited an ER or urgent care facility, probably because over 27% report not having a primary care physician. They participate in fitness, smoking cessation, and mental health programs, call health care information lines, and have a higher use of all alternative care services. Starting Off are high users of allergists and midwives, and tend to suffer from migraines, allergies and depression. How Do They Make Health Care Decisions? Starting Off are not loyal to physicians, but when selecting primary care physicians, they are more likely to select based on gender. They are willing to travel over 30 minutes to see their primary care physician, and are absolutely delighted with the treatment they receive from their Ob/Gyn. Starting Off are more likely than other segments to change physicians if they can not get a referral to their preferred hospital. How Should You Position Your Services? Starting Off feel they are too busy to get the medical care they need, but do enjoy reading books on health and fitness. They do worry something is wrong when they have pain, and are compulsive about exercise. Starting Offs believe that a higher-priced hospital is a better hospital, and they trust health care ratings from national quality measurement organizations and Web sites devoted to quality ratings. Top-rated hospitals have a major impact on them and they will change doctors if theirs receives low ratings. They are interested in a defined contribution plan, and are willing to pay more each month for a better prescription plan and coverage of their alternative care services. How Do You Reach Them? Starting Off are less likely than other segments to have access to the Internet, but do get their medical information from newspapers or magazines, the library and their employer. They are very interested in information on depression, mental health, new parenting skills, and scheduling preventive screenings. Starting Off are aware of health care advertising on the radio, from family or friends, in a physician’s office, or on the Internet, but they are only likely to respond to ads from their physician’s office. 14 User’s Guide to Solucient’s HouseholdView Segmentation When marketing to Starting Off, here is their overall Solucient Marketing Profile: Solucient Marketing Indices Health Status Index Service Utilization Index Acute Chronic Alternative Preventive Satisfaction Index Somewhat Low Normal Somewhat Low Significantly Low Significantly High Somewhat Low Somewhat Low Information Index Somewhat Low Research Health Care Somewhat Low Use Internet for Health Care Somewhat Low Media Responsiveness Index Traditional Media Non-Traditional Media Somewhat Low Significantly Low Normal 15 User’s Guide to Solucient’s HouseholdView Segmentation Happily Single (#4) STARTERS 18 – 34 Single Female Lower Middle Income (typically $25K - $50K) Who Are They? Happily Single perceive themselves to be in very good health, but receive only average physical health scores, and significantly worse mental health scores. They are more likely to be African American or Hispanic to have a high school education. They are significantly less likely than other segments to have health insurance benefits, with 19% reporting they are uninsured. How Do They Use Health Care Services? Happily Single visit the ER, urgent care facilities, or outpatient clinics. They participate in rehabilitation or physical therapy. They are high users of all alternative care services, and have their routine PAP smears. Happily Single suffer from migraines and allergies. How Do They Make Health Care Decisions? Happily Single are actively making health care decisions for aging parents, especially health insurance and treatment option decisions. They have limited experience with their own primary care physician, and are more likely to select one from a list of doctors, or based on flexible hours or physician gender. Happily Single are willing to travel 10 to 20 minutes to see their primary care physician, and are moderately satisfied with the treatment they receive from their Ob/Gyn. How Should You Position Your Services? Happily Single feel they don’t take care of themselves, but like to read books on health and fitness. They are willing to pay more for higher-priced hospitals and are somewhat likely to research hospitals. They may consider a hospital Web site with the ability to send e-mail to a doctor and access test results to be very useful, even if it has limited impact on their hospital preference decision. They are not currently enrolled in, but are very or somewhat interested in defined contribution plans. They are not willing to pay more for additional health care benefits. How Do You Reach Them? Happily Single research physicians, and get their information from a wealth of resources including print media, libraries, mailings, hospitals, and health information lines. They use the Internet to order health and beauty aids and prescriptions, and to research medical conditions and local hospital and health plan ratings. They are interested in information on scheduling preventive screenings. Happily Single are aware of health care advertising in non-traditional media channels including ads from family or friends, those seen in a physician’s office or viewed on the Internet, but are only likely to respond to ads from friends or family or from their physician’s office. 16 User’s Guide to Solucient’s HouseholdView Segmentation When marketing to Happily Single, here is their overall Solucient Marketing Profile: Solucient Marketing Indices Health Status Index Service Utilization Index Acute Chronic Alternative Preventive Satisfaction Index Normal Normal Normal Significantly Low Significantly High Somewhat Low Somewhat Low Information Index Somewhat High Research Health Care Normal Use Internet for Health Care Somewhat High Media Responsiveness Index Traditional Media Non-Traditional Media Somewhat Low Significantly Low Normal 17 User’s Guide to Solucient’s HouseholdView Segmentation Off & Running (#5) STARTERS 18 – 34 Single Female Upper Middle or Upper Incomes (typically > $50K) Who Are They? Off & Running perceive themselves to be excellent health, and have somewhat better than average physical health scores. They are more likely to be Asian and to have some college education. How Do They Use Health Care Services? Off & Running are likely to have visited in an ER or urgent care facility, or attended a fitness or wellness program. They use alternative care services, including aromatherapy, relaxation therapy and yoga, and find time for routine PAP smears and health screenings or risk assessments. Off & Running are more likely than other segments to see a physician’s assistant or nurse practitioner, and to suffer from migraines. How Do They Make Health Care Decisions? Off & Running have not had enough health care experiences to be loyal to their physicians or their health plans. When looking for a new physician, important selection factors include referral from friend or relative, the physician’s background and experience, and the physician’s gender. When they do need a specialist, they select one close to home, one who was referred to them by friends or relatives or the selection is based on the specialist’s background and experience. Off & Running are very satisfied with their Ob/Gyn care, but only moderately satisfied with wait times, medical staff, and advice about avoiding illness. Not surprisingly, they are more likely than other segments to change doctors to one who admits them to their preferred hospital., They’re also more likely to list a hospital with all private rooms as a very important hospital selection factor. How Should You Position Your Services? Off & Running are willing to pay more for higher priced hospitals, and some believe that a higher priced hospital is a better hospital. They may research hospital ratings, but only somewhat trust the ratings they receive from hospitals, physicians, health plans and quality measurement organizations. Top hospital ratings are a major influence on where they would prefer to go. A hospital Web site that allows them to look up detailed information, with links to national Web sites or the ability to send e-mail to a doctor greatly influences their decision. They are not currently enrolled in, but are very or somewhat interested in defined contribution plans, and are willing to pay more for additional health care services such as specialist and out-of-network physician access. 18 User’s Guide to Solucient’s HouseholdView Segmentation How Do You Reach Them? Off & Running research hospitals and physicians, and get their information from a variety of resources including print media, the Internet, libraries, hospitals, and “report cards”. They use the Internet to visit their hospital’s Web site, research ratings and to order health and beauty aids. They are interested in information on diet and exercise, childbirth, new parent skills, and mental health. Off & Running are aware of health care advertising on the radio, or in a physician’s office, and are likely to respond to ads on the radio, television, and in magazines. When marketing to Off & Running, here is their overall Solucient Marketing Profile: Solucient Marketing Indices Health Status Index Service Utilization Index Acute Chronic Alternative Preventive Satisfaction Index Somewhat High Normal Normal Significantly Low Significantly High Somewhat Low Somewhat Low Information Index Normal Research Health Care Normal Use Internet for Health Care Somewhat High Media Responsiveness Index Traditional Media Non-Traditional Media Somewhat High Significantly High Somewhat Low 19 User’s Guide to Solucient’s HouseholdView Segmentation Soccer Dads (#6) STARTERS 18 – 54 Single Male with Children All Incomes Who Are They? Soccer Dads perceive themselves to be in very good or good health, and they have somewhat better than average physical and mental health scores. They are more likely to be African American and to have a high school education or to have attended some college. How Do They Use Health Care Services? Soccer Dads are less likely to use health care services in general. They do, however, call health care information lines or physician referral services, use fitness programs, and visit emergency rooms or urgent care centers. While they are more likely than other segments to have regular prostate cancer screenings, other health screenings or risk assessments, only 30% of Soccer Dads have routine physicals. Soccer Dads are bothered by ulcers and allergies and therefore are more likely to see an ENT or gastroenterologist for their health care needs. How Do They Make Health Care Decisions? Nearly one-quarter of Soccer Dads do not have a primary care physician. When selecting one or a specialist, they rely on physician lists, the ability of the physician to communicate in a foreign language, or flexible physician office hours. Soccer Dads only rate their satisfaction with their medical care as “fair”. Not surprisingly, they are more likely than other segments to change physicians to one who admits them to their preferred hospital. When selecting a hospital, they’re more likely than other segments to choose one that is technology advanced, has all private rooms, and offers free classes and helpful information. How Should You Position Your Services? Soccer Dads’ health care attitudes strongly reflect their role as single parents. They are often told they don’t take care of themselves, that they pay more attention to others’ needs over their own, and they tend to feel they’re too busy to get the care they need. Two thirds of Soccer Dads are very likely or somewhat likely to research health care ratings, and they’re more likely to trust ratings from quality measurement organizations or from Web sites devoted to quality. These ratings are important; Soccer Dads will travel to another state to use a “top” hospital. Hospital Web sites with the ability to ask a nurse a question or request a non-urgent appointment are very useful to Soccer Dads and would greatly influences their hospital preference decisions. As far as health coverage, Soccer Dads are twice as likely as other segments to be enrolled in defined contribution plans or boutique programs, and they are willing to pay out-of-pocket for additional health care services. How Do You Reach Them? Soccer Dads research hospitals and physicians, and get their information from the library, the Internet or from their physician. They are particularly interested in information on mental health. Soccer Dads are aware of health care advertising from friends and family, and respond well to ads on the radio, television, from family or friends, in a doctor’s office, or on the Internet. 20 User’s Guide to Solucient’s HouseholdView Segmentation When marketing to Soccer Dads, here is their overall Solucient Marketing Profile: Solucient Marketing Indices Health Status Index Service Utilization Index Acute Chronic Alternative Preventive Satisfaction Index Normal Somewhat Low Normal Somewhat Low Somewhat Low Significantly Low Somewhat Low Information Index Normal Research Health Care Normal Use Internet for Health Care Normal Media Responsiveness Index Traditional Media Non-Traditional Media Somewhat High Normal Significantly High 21 User’s Guide to Solucient’s HouseholdView Segmentation Carpool Moms (#7) STARTERS 18 – 34 Single Female with Children All Incomes Who Are They? Carpool Moms perceive themselves to be in fair health, but they actually have significantly worse mental and physical health scores when compared to their contemporaries. They are more likely than other segments to be Hispanic and to have completed high school or some college. How Do They Use Health Care Services? Carpool Moms use many health care services and programs including emergency rooms, urgent care facilities, fitness programs, health information lines, educational talks, alternative care services and physicians. They are likely to have PAP smears and imaging procedures, and to suffer from depression, sleeping disorders, ulcers, weight problems and migraines. How Do They Make Health Care Decisions? Carpool Moms select primary care physicians based on the physician’s background and experience, referrals from friends or relatives or on the physician’s gender. Carpool Moms are not satisfied with the medical care they receive. The highest areas of dissatisfaction involve the quality of care, waiting times, amount of time with the physician, advice about avoiding illness, thoroughness of treatment and attention paid to what they said. They are more likely than other segments to select hospitals that are nearby, that have all private rooms, that offer free classes or programs and provide helpful information. How Should You Position Your Services? Carpool Moms feel they don’t take care of themselves, and pay more attention to others’ health care needs. They enjoy reading books on health and fitness and consider themselves a good source of health care information. They consider the ability to send e-mail to a doctor or ask a nurse a question through a hospital Web site to be very useful. Although they aren’t currently enrolled in them, they are interested in defined contribution plans for their health coverage. How Do You Reach Them? Carpool Moms research medical conditions, physicians and hospitals, and receive their information from the Internet, their doctor or their hospital. Topics of interest to them include information on mental health, parenting skills, and diet and exercise. Carpool Moms are more likely than other segments to be aware of healthcare advertising through word-of-mouth (from family or friends), or in a physician’s office. They respond to magazine and newspaper advertisements, as well as those from family or friends, or their physician’s office. 22 User’s Guide to Solucient’s HouseholdView Segmentation When marketing to Carpool Moms, here is their overall Solucient Marketing Profile: Solucient Marketing Indices Health Status Index Service Utilization Index Acute Chronic Alternative Preventive Satisfaction Index Somewhat Low Somewhat High Somewhat High Significantly Low Significantly High Normal Somewhat Low Information Index Normal Research Health Care Somewhat High Use Internet for Health Care Normal Media Responsiveness Index Traditional Media Non-Traditional Media Somewhat High Normal Significantly High 23 User’s Guide to Solucient’s HouseholdView Segmentation New Beginnings (#8) STARTERS 18 – 24 Married or Married with Children All Incomes Who Are They? New Beginnings perceive themselves to be in excellent or very good health, but receive significantly worse physical health scores than other household segments. They are three times more likely to be Hispanic than other segments, and 90% of New Beginnings have some college education. How Do They Use Health Care Services? New Beginnings are likely to use home health care services, emergency rooms, call health care information lines and physician referral services, and use physical therapy for sports injuries. They also use aromatherapy, and have routine gynecological care. New Beginnings are more likely than other segments to suffer from migraines and respiratory conditions including asthma and bronchitis, as well as chronic skin conditions. How Do They Make Health Care Decisions? Nearly one-third of New Beginnings have not had the same primary care physician for the past 12 months. When selecting a primary care physician or specialist, they are more likely than other segments to select based on physician gender, the distance from home, or flexible physician office hours. New Beginnings are disappointed in the medical care they receive. They are more likely to report only “fair” or “poor” satisfaction ratings for the time they wait and spend with physicians, how much they were helped by care, and the attention given to what they said. When choosing hospitals, they are more likely to select one that has all private rooms, offers free classes, and provides helpful information. “Top” hospital designations are not important to this segment. How Should You Position Your Services? New Beginnings pay more attention to others’ health care needs over their own, and are often urged to seek treatment. When in pain, they worry something is seriously wrong, and ask many questions during their physician visits. A hospital Web site with the ability to ask a nurse a question or send their doctor e-mail would be very useful, but it may not have a major impact on their hospital preference decision. New Beginnings are almost four times as likely not to have insurance as other segments. More than one-quarter of them are uninsured, and those who are insured are twice as likely to have been with their current health plan for 6 months or less. How Do You Reach Them? New Beginnings research health plans, hospitals and physicians, and are likely to receive their information from direct mailings, their hospital, or their physician. They use the Internet to visit their hospital’s Web site, and to research medical conditions. They are interested in information on mental health and almost half of them are looking for information on childbirth and new parenting skills. New Beginnings are aware of health care advertising on the radio, in the physician’s office, or on the Internet, and they respond well to ads in all traditional and non-traditional media channels. 24 User’s Guide to Solucient’s HouseholdView Segmentation When marketing to New Beginnings, here is their overall Solucient Marketing Profile: Solucient Marketing Indices Health Status Index Service Utilization Index Acute Chronic Alternative Preventive Satisfaction Index Normal Somewhat Low Somewhat High Significantly Low Normal Somewhat Low Somewhat Low Information Index Somewhat High Research Health Care Somewhat High Use Internet for Health Care Somewhat High Media Responsiveness Index Traditional Media Non-Traditional Media Significantly High Significantly High Significantly High 25 User’s Guide to Solucient’s HouseholdView Segmentation Growing Up (#9) STARTERS 25 - 34 Married with Children Lower Income (typically < $25K) Who Are They? Growing Up perceive themselves to be in good health, but they receive significantly worse physical and mental health scores when compared to their contemporaries. They are three times more likely to be Hispanic or Asian – 36% and 12% respectively. Most have a high school education, and they are more likely than other segments to reside in a mobile home. How Do They Use Health Care Services? Growing Up visit urgent care centers and outpatient clinics. They’re likely to call health care information lines, use physician referral services, receive mental health treatment, and use herbal remedies. Growing Up may suffer from depression, back problems and ulcers. How Do They Make Health Care Decisions? Many Growing Up households do not have a primary care physician or have not had the same one for the past 12 months. When selecting a primary care physician or specialist, they are more likely to select from a list of doctors, or base their decision on flexible physician hours, or on physician gender. Growing Up rate their medical care as average. They are more likely to report “good” satisfaction ratings in regards to physician care, time spent waiting for and with their physician, how much they were helped by care, and overall quality of care. When selecting a hospital, they are more likely than other segments to select one that offers a full range of inpatient and outpatient care, has all private rooms, offers free classes and programs, provides helpful information, or is considered a “top” hospital. How Should You Position Your Services? Growing Up’s health care attitudes reflect their inexperience with the health care system. They are likely to say they don’t take care of themselves and must be encouraged to seek medical care. When in pain, they want to see a physician right away because they worry excessively that something is seriously wrong. They only trust health care ratings from quality measurement organizations, but yet will stay with a hospital that received low ratings. A hospital Web site with the ability to look up detailed information, to ask a nurse a question, to access test results, and look up information and ratings on local doctors, health plans, and hospitals would be very useful to them and would have a great influence on their hospital preference decision. How Do You Reach Them? Growing Up research health plans and hospitals, and are likely to get their information from direct mailings and the Internet. They use the Internet to visit their hospital’s Web site and to research medical conditions. They are interested in information on mental health, childbirth, new parenting skills, diet and exercise. Growing Up are aware of health care advertising on the radio, in magazines, or from family and friends, and respond to ads in newspapers, from family and friends, and on the Internet. 26 User’s Guide to Solucient’s HouseholdView Segmentation When marketing to Growing Up, here is their overall Solucient Marketing Profile: Solucient Marketing Indices Health Status Index Service Utilization Index Acute Chronic Alternative Preventive Satisfaction Index Somewhat Low Significantly Low Significantly Low Significantly Low Somewhat Low Significantly Low Somewhat Low Information Index Somewhat High Research Health Care Significantly High Use Internet for Health Care Somewhat Low Media Responsiveness Index Traditional Media Non-Traditional Media Normal Significantly Low Significantly High 27 User’s Guide to Solucient’s HouseholdView Segmentation Moving Up (#10) STARTERS 25 - 34 Married with Children Lower Middle Income (typically $25K - $50K) Who Are They? Moving Up perceive themselves to be in excellent or very good health, but receive only average or slightly above average physical and mental health scores. Almost one-fifth of Moving Up households are Hispanic, and most have some college education. How Do They Use Health Care Services? Moving Up are somewhat likely to use emergency rooms and urgent care centers. They call health care information lines or physician referral services, receive mental health treatment, and actively use alternative therapies including aromatherapy, herbal remedies, and yoga. Moving Up suffer from few chronic conditions including allergies, skin conditions and migraines. How Do They Make Health Care Decisions? Moving Up select primary care physicians or specialists based on the distance from home, from a list of doctors, a referral from a friend or relative, or based on the physician’s background. They will travel up to 30 minutes one-way to see a primary care physician. They are more likely than average to report “good” satisfaction ratings for all medical care experiences, and are willing to pay slightly more for access to a higher priced hospital. How Should You Position Your Services? Moving Up pay more attention to other’s health care needs over their own, are too busy to get the health care they need, and must be encouraged to seek medical care. They have little trust in health care ratings from doctors and hospitals, but ratings from quality measurement organizations and Web sites are more highly regarded. A hospital Web site with the ability to look up detailed information, that has links to national Web sites, that allows them to ask a nurse a question or request a non-urgent appointment would be very useful and have a moderate influence on their hospital preference decision. As for their health care coverage, almost half of Moving Up is interested in defined contribution plans. They would spend more out-of-pocket dollars each month to have better access to specialists or out-of-network physicians, or for coverage of alternative care therapies. How Do You Reach Them? Moving Up research all health care topics including health plans, physicians, medical conditions, prescription medications and hospitals. They are likely to get their information from the library, the Internet, or their doctors and hospitals. They use the Internet for physician referrals, to visit their hospital’s and health plan’s Web sites, and to research medical conditions and local hospital and health plan ratings. Moving Up are aware of health care advertising on the radio, on television, from family and friends, in the doctor’s office, or on the Internet, but with the exception of the Internet, they don’t typically respond to health care advertising. 28 User’s Guide to Solucient’s HouseholdView Segmentation When marketing to Moving Up, here is their overall Solucient Marketing Profile: Solucient Marketing Indices Health Status Index Service Utilization Index Acute Chronic Alternative Preventive Satisfaction Index Normal Somewhat Low Normal Significantly Low Normal Somewhat Low Normal Information Index Somewhat High Research Health Care Somewhat High Use Internet for Health Care Somewhat High Media Responsiveness Index Traditional Media Non-Traditional Media Somewhat Low Somewhat Low Somewhat Low 29 User’s Guide to Solucient’s HouseholdView Segmentation Combined Resources (#11) STARTERS 25 – 34 Married with Children Upper Middle Income (typically $50K - $100K) Who Are They? Combined Resources perceive themselves to be in excellent or very good health, and they have somewhat better than average physical and mental health scores. They are more likely than other households to be uninvolved non-consumers of health care, that is, they don’t spend much money or time on their health care. How Do They Use Health Care Services? Combined Resources are not likely to use many preventive services and are less likely than the average person to have an annual health exam. Migraines are the only chronic condition they suffer from. They have low utilization of physicians and when they do use them, they tend to use Ob/Gyns. Combined Resources are in their childbearing years and have a higher than average use of services related to childbirth such as inpatient services, health care information lines, childbirth classes, PAP smears, and midwives. While Combined Resources aren’t likely to use alternative treatments, they are likely to have tried yoga. How Do They Make Health Care Decisions? Combined Resources choose physicians by using physician directories, or based on proximity to home, flexible physician hours, or referrals from friends. They are very satisfied with their medical care and give high ratings for ease of making appointments, the amount of time spent with their physician, how much they were helped by care, the thoroughness of treatment, and the overall quality of care. How Should You Position Your Services? Combined Resources pay attention to others’ health care needs over their own. These information seekers moderately trust health care ratings from health plans and quality measurement organizations, but have high regard for information from Web sites devoted to quality. Features that Combined Resources consider very useful in hospital Web sites include the ability to look up detailed information, to ask a nurse a question, to send e-mail to a physician, to access test results or order prescription refills. These offerings would moderately affect their hospital preference. Combined Resources are willing to pay outof-pocket for access to out-of-network physicians and for coverage of alternative care therapies, among others. How Do You Reach Them? Combined Resources research physicians and hospitals. They actively use the Internet for research, and often visit their hospital and health plan’s Web sites. They are very interested in information about childbirth and new parent skills. While Combined Resources are aware of healthcare advertising in mass and non-traditional media channels such as direct mail, physician office advertisements, and the Internet, they are only likely to respond to advertisements on the radio, or that they’ve seen in their physician office or heard about from word of mouth. 30 User’s Guide to Solucient’s HouseholdView Segmentation When marketing to Combined Resources, here is their overall Solucient Marketing Profile: Solucient Marketing Indices Health Status Index Service Utilization Index Acute Chronic Alternative Preventive Satisfaction Index Somewhat High Somewhat Low Somewhat High Significantly Low Normal Somewhat Low Normal Information Index Somewhat High Research Health Care Somewhat High Use Internet for Health Care Somewhat High Media Responsiveness Index Traditional Media Non-Traditional Media Normal Somewhat Low Normal 31 User’s Guide to Solucient’s HouseholdView Segmentation Great Expectations (#12) STARTERS 25 - 34 Married with Children Upper Income (typically > $100K) Who Are They? Great Expectations perceive themselves to be in excellent or very good health and they are. They receive better than average physical and mental health scores compared to other segments. They are more likely to be Asian, and to be more educated. More than 60% have completed college or post-graduate work. They are also philanthropic, 50% of this group donates up to $100 during the year to hospitals and health care organizations. How Do They Use Health Care Services? Great Expectations visit outpatient clinics, call health care information lines or physician referral services, attend health education talks or birthing classes, and use alternative therapies, including aromatherapy and yoga. Great Expectations maintain their health through the use of routine care including PAP smears, physicals, imaging procedures and health screenings. How Do They Make Health Care Decisions? Great Expectations base primary care physician selection on proximity to home, on physician directories, referrals from friends or relatives, flexible office hours, physician gender, or the physician’s background and experience. Great Expectations are extremely satisfied with their medical care, and are more likely than other segments to report “excellent” satisfaction with all aspects of their medical care, especially thoroughness of treatment, advice about avoiding illness, and the helpfulness of the treatment. When selecting a hospital, Great Expectations are willing to pay slightly more to go to a higher priced hospital. How Should You Position Your Services? Great Expectations pay more attention to others’ health care needs than their own. They seek out health care information and want the best quality care, even if it means paying more. They are compulsive about exercise and ask many questions during their physician visits. They are somewhat likely to research health care ratings, and are more likely to trust ratings from quality measurement organizations and Web sites than others. A hospital with a top rating will have a major impact on their hospital preference. Great Expectations consider well-executed, full feature hospital Web sites to be very useful, but they would have only slight influence on their hospital preference decision. This group is almost three times more likely to participate in boutique programs than other segments. Great Expectations will spend more out-of-pocket each month for better access to specialists, to see an out-of-network physician, or for better coverage of prescription drugs or alternative care therapies. 32 User’s Guide to Solucient’s HouseholdView Segmentation How Do You Reach Them? Great Expectations research all health care topics including health plans, physicians, medical conditions, prescription medications and hospitals. They are likely to get their information from the Internet, their physicians, and from medical journals. They use the Internet for physician referrals, to visit their hospital’s and health plan’s Web sites, to research medical conditions and local hospital and health plan ratings. Great Expectations are aware of and respond well to all health care advertising in any traditional or non-traditional media. When marketing to Great Expectations, here is their overall Solucient Marketing Profile: Solucient Marketing Indices Health Status Index Service Utilization Index Acute Chronic Alternative Preventive Satisfaction Index Somewhat High Normal Significantly High Significantly Low Somewhat High Somewhat Low Normal Information Index Significantly High Research Health Care Significantly High Use Internet for Health Care Significantly High Media Responsiveness Index Traditional Media Non-Traditional Media Significantly High Significantly High Significantly High 33 User’s Guide to Solucient’s HouseholdView Segmentation Enjoy Your Time (#13) STARTERS 25 - 34 Married Lower or Lower Middle Income (typically < $50K) Who Are They? Enjoy Your Time perceive themselves to be in very good health. They have somewhat better than average physical health scores, but below average mental health scores. They are three times more likely than other segments to be Asian and are four times more likely than other segments to reside in an apartment. Most Enjoy Your Time have some college education; many have completed college or have some post-graduate work. How Do They Use Health Care Services? Enjoy Your Time visit urgent care centers, receive mental health treatment, undergo rehabilitation and use alternative therapies. They visit allergists and are more likely than other segments to suffer from respiratory conditions and ulcers. How Do They Make Health Care Decisions? Enjoy Your Time are almost three times more likely not to have a primary care physician, but when they do select a primary care physician, they tend to rely on directories, proximity to home or physician gender. They are comfortable with any health care provider having access to their medical records. When asked about satisfaction of medical care, the majority of Enjoy Your Time had no opinion. Without a primary care physician and or many health care needs, they have limited experience with the health care system. When choosing a hospital, Enjoy Your Time are more likely to select one with all private rooms, or one that offers free classes or provides helpful information. They are willing to pay slightly more for a higher priced hospital. How Should You Position Your Services? Enjoy Your Time are told they don’t take care of themselves, and they feel they are too busy to get the care they need. They are very likely to research health care ratings, and they trust ratings from all health care sources. These ratings resonate with this segment, they are more likely than other segments to switch from a physician with a low rating and more than onethird would travel to another state to use a “top” hospital. They consider hospital Web sites to be important and they use them for everything from looking up detailed information to emailing their physicians. A well-executed hospital Web site would greatly influence their hospital preference decision. How Do You Reach Them? Enjoy Your Time research health care topics including health plans, physicians, prescription medications, and hospitals. They are likely to get their information from the Internet or through direct mail. They use the Internet for physician referrals, to visit their hospital’s and health plan’s Web sites, and to research medical conditions and local hospital and health plan ratings. Enjoy Your Time are aware of health care advertising on the radio, from family and friends, and respond well to advertisements heard on the radio or from their physician’s office. 34 User’s Guide to Solucient’s HouseholdView Segmentation When marketing to Enjoy Your Time, here is their overall Solucient Marketing Profile: Solucient Marketing Indices Health Status Index Service Utilization Index Acute Chronic Alternative Preventive Satisfaction Index Normal Somewhat Low Somewhat Low Significantly Low Significantly High Significantly Low Somewhat Low Information Index Significantly High Research Health Care Significantly High Use Internet for Health Care Significantly High Media Responsiveness Index Traditional Media Non-Traditional Media Somewhat Low Somewhat Low Normal 35 User’s Guide to Solucient’s HouseholdView Segmentation Settling Down (#14) STARTERS 25 - 34 Married Upper Middle or Upper Income (typically > $50K) Who Are They? Settling Down perceive themselves to be in excellent or very good health, which is reflected in their better than average physical and mental health scores. They are almost five times more likely than other segments to be Asian, and are three times more likely to be college graduates. Forty-percent of Settling Down households make charitable donations to hospitals or health care organizations. How Do They Use Health Care Services? Settling Down are likely to call health care information lines, attend a fitness or smoking cessation programs, or have physical therapy. They are also likely to use a variety of alternative therapies including aromatherapy, yoga, herbal remedies, and relaxation therapy. Settling Down suffer from allergies, respiratory conditions, sleeping problems, and ulcers. How Do They Make Health Care Decisions? The majority of Settling Down households select primary care physicians or specialists from directories, based on proximity to home, or on hospital affiliation. They prefer to travel no more than 20 minutes one-way to see a their primary care physician. They are most likely to give only “fair” satisfaction ratings to all aspects of their medical care. Settling Down are more likely than other segments to select a hospital with all private rooms, or one that offers free classes. They are willing to pay more to go to a higher-priced hospital. How Should You Position Your Services? Settling Down are urged to seek treatment, and when in pain, worry that something is seriously wrong with them. They are very likely to research health care ratings, but are skeptical of ratings they receive from doctors and hospitals. They have more trust in ratings from quality measurement organizations and Web sites. Ratings can influence their use of services. They will switch from doctors or hospitals with low ratings, and they would travel to another state to use a “top” hospital. Settling Down consider a hospital Web site a huge asset. They would use it for everything from looking up detailed information to e-mailing their physicians. A well-executed hospital Web site would greatly influence their hospital preference decision. While they are not currently enrolled in them, more than 50% of Settling Down households are interested in defined contribution plans and they would pay more each month for easy access to specialists and out-of-network physicians. 36 User’s Guide to Solucient’s HouseholdView Segmentation How Do You Reach Them? Settling Down research health plans and hospitals, and are more likely to get their information from medical journals, the Internet, direct mail, their employer, or “report cards.” They use the Internet for anything related to health care, and are very interested in information on childbirth, new parenting skills, diet, exercise, and scheduling preventive screenings. Settling Down are aware of health care advertising in every traditional and non-traditional media, but are less likely to respond to health care advertisements unless they are from friends or family or on the Internet. When marketing to Settling Down, here is their overall Solucient Marketing Profile: Solucient Marketing Indices Health Status Index Service Utilization Index Acute Chronic Alternative Preventive Satisfaction Index Somewhat High Somewhat Low Significantly Low Significantly Low Significantly High Somewhat Low Somewhat Low Information Index Significantly High Research Health Care Somewhat High Use Internet for Health Care Significantly High Media Responsiveness Index Traditional Media Non-Traditional Media Normal Somewhat Low Normal 37 User’s Guide to Solucient’s HouseholdView Segmentation Sports Corner (#15) ACHIEVERS 35 - 54 Single Male Lower or Lower Middle Income (typically < $50K) Who Are They? Sports Corner are more likely than other segments to have significantly worse than average physical and mental health scores. They are likely to be high school graduates or have some college education. How Do They Use Health Care Services? Sports Corner are likely to visit outpatient clinics, to receive treatment for mental health conditions, to undergo rehabilitation for illness or injuries, or to use herbal remedies or relaxation therapy. They suffer from depression, back problems, sleeping problems, and ulcers. How Do They Make Health Care Decisions? Sports Corner are twice as likely as other segments not to have a primary care physician, but when they do select a primary care physician, they tend to base this decision on longstanding relationships, proximity to home, and hospital affiliation. When choosing a hospital, Sports Corner are more likely than other segments to select a hospital that provides helpful information. How Should You Position Your Services? Sports Corner are urged by others to seek treatment, and are often told they don’t take care of themselves. They do not research health care or hospital ratings, and hospitals with “top” ratings have no impact on their health care decisions. Sports Corner do not consider a hospital Web site a benefit, and, not surprisingly, hospital Web sites have little influence on their hospital preferences. How Do You Reach Them? Sports Corner are not likely to actively research health care topics. Any information they do get comes to them in newspapers, magazines, or direct mailings. While they are not health care information seekers, they are interested in information on depression and mental health. Sports Corner are aware of health care advertising in all the traditional and non-traditional media, and they will respond to health care advertisements from any of these media vehicles. 38 User’s Guide to Solucient’s HouseholdView Segmentation When marketing to Sports Corner, here is their overall Solucient Marketing Profile: Solucient Marketing Indices Health Status Index Service Utilization Index Acute Chronic Alternative Preventive Satisfaction Index Somewhat Low Somewhat Low Normal Somewhat Low Normal Significantly Low Normal Information Index Somewhat Low Research Health Care Somewhat Low Use Internet for Health Care Significantly Low Media Responsiveness Index Traditional Media Non-Traditional Media Significantly High Significantly High Significantly High 39 User’s Guide to Solucient’s HouseholdView Segmentation Living Large (#16) ACHIEVERS 35 - 54 Single Male Upper Middle or Upper Income (typically > $50K) Who Are They? Living Large consider themselves to be in excellent health and they are right! Compared to their peers, they have significantly better than average physical and mental health scores. They tend to be well educated and quite likely to have completed college and some postgraduate work. Over 20% of Living Large have a post-graduate degree. How Do They Use Health Care Services? Living Large are likely to use physical therapy for a sports injuries or use alternative care therapies. While they are somewhat likely to participate in preventive screenings, such as EKGs and prostate cancer screenings, their use of physicians is low. As far as chronic conditions, Living Large suffer from ulcers, hypertension or high blood pressure, and high cholesterol. How Do They Make Health Care Decisions? Living Large are actively making health care decisions with or for their parents. They are twice as likely as other segments to help parents with decisions on assisted living arrangements, health insurance, treatment options for illness, and physician selection. When making their own primary care physician decisions, they’re more likely to select a physician from a list or directory, or choose based the physician’s background and experience, or gender. How Should You Position Your Services? Living Large are loyal to their physicians, and tend to ask questions during their physician appointments. They like to read books on health and fitness and consider themselves a good source of health care information. They want the best quality of care, even if they have to pay more for it. Overall, they rate their health care experiences as “excellent.” Living Large are very likely to research health care ratings, and are likely to trust ratings from hospitals, health plans, quality measurement organizations and Web sites. They consider a hospital Web site with links to national Web sites, and with the ability to e-mail a physician to be very useful, and these Web site features will greatly influence their hospital preference decision. How Do You Reach Them? Living Large research hospitals and prescription medications. They are very interested in information on controlling cholesterol, diet and exercise, and scheduling preventive screenings. They use the Internet to research medical conditions and to visit their health plan’s Web site. They receive health care information from newspapers, magazines, direct mailings, or pharmacists. Living Large are aware of health care advertising in the traditional media vehicles, as well as on the Internet and in direct mailings. This awareness does not translate into action, Living Large are not likely to respond to health care advertising. 40 User’s Guide to Solucient’s HouseholdView Segmentation When marketing to Living Large, here is their overall Solucient Marketing Profile: Solucient Marketing Indices Health Status Index Service Utilization Index Acute Chronic Alternative Preventive Satisfaction Index Somewhat High Somewhat Low Somewhat Low Somewhat Low Significantly High Significantly Low Somewhat High Information Index Somewhat High Research Health Care Normal Use Internet for Health Care Somewhat High Media Responsiveness Index Traditional Media Non-Traditional Media Somewhat Low Somewhat Low Significantly Low 41 User’s Guide to Solucient’s HouseholdView Segmentation Flying Solo (#17) ACHIEVERS 35 - 54 Single Female Lower Income (typically < $25K) Who Are They? Flying Solo consider themselves to only be in good or fair health, and this is reflected in their significantly worse than average physical and mental health scores. They are likely to have attended high school only. They are four times more likely than other segments to reside in an apartment, and ten times more likely to be in a Medicaid program. Twentyeight percent of Flying Solo report their insurance as Medicaid, and another 18% report they are uninsured. How Do They Use Health Care Services? Flying Solo are likely to visit emergency rooms, urgent care centers and outpatient clinics. They may receive treatment for mental health concerns and call health care information lines. They do use preventive care services, and are more likely to have bone density tests, mammograms, PAP smears, and health screenings or risk assessments than other segments. Flying Solo suffer from a number of health conditions including allergies, sleeping and back problems, depression, weight problems, hypertension or high blood pressure, and high cholesterol. How Do They Make Health Care Decisions? Flying Solo are actively making health care decisions with or for their parents. They are two to three times more likely than other segments to help parents with health insurance decisions, treatment options for illness and physician selection. Many (22%) do not have a primary care physician of their own, but those that do, select a physician based on flexible office hours, and distance from home or work. Flying Solo are more likely to select hospitals that have advanced technology, offer a full range of care, provide free classes and information, and that have “top” rankings. How Should You Position Your Services? Flying Solo feel a great sense of loyalty to their physicians. They spend time making health care decisions, and consider themselves a good source of health care information. They give their health care experience an “excellent” rating for many factors including time spent with their physician, how much they are helped by care, and thoroughness of treatment. Flying Solo are somewhat likely to research health care ratings and will trust ratings from hospitals and health plans. They do not consider a hospital Web site to be useful, and a good Web site would have no impact on their hospital preference. How Do You Reach Them? Flying Solo are not likely to research health care, but they are very interested in wellness information, including information on menopause, controlling cholesterol, and scheduling preventive screenings. Any information they do receive comes from medical journals and direct mailings. Flying Solo are less aware of health care advertising in general, but are more likely to respond to health care ads on the radio, on television, in newspapers, in mailings, from friends or family or from a physician office. 42 User’s Guide to Solucient’s HouseholdView Segmentation When marketing to Flying Solo, here is their overall Solucient Marketing Profile: Solucient Marketing Indices Health Status Index Service Utilization Index Acute Chronic Alternative Preventive Satisfaction Index Significantly Low Somewhat High Somewhat High Somewhat High Somewhat High Somewhat High Somewhat Low Information Index Somewhat Low Research Health Care Normal Use Internet for Health Care Somewhat Low Media Responsiveness Index Traditional Media Non-Traditional Media Somewhat High Somewhat High Somewhat High 43 User’s Guide to Solucient’s HouseholdView Segmentation Day by Day (#18) ACHIEVERS 35 - 54 Single Female Lower Middle Income (typically $25K - $50K) Who Are They? Day by Day consider themselves to be in good health overall, but they’re more likely to have significantly worse than average physical and mental health scores. The majority of Day by Day have graduated high school or attended some college. They are three times more likely than other segments to own a condominium. How Do They Use Health Care Services? Day by Day are more likely than other segments to receive treatment for mental health conditions, to undergo rehabilitation, and to use all complimentary or alternative medicine services. This group appreciates the value of preventive care and is more likely to have bone density tests, cholesterol tests, mammograms, PAP smears, imaging procedures, or a health screenings or risk assessments. Top physicians used by Day by Day include ophthalmologists, podiatrists, and nurse practitioners or physicians assistants. They are more likely to suffer from arthritis, depression, respiratory conditions, sleeping and weight problems, and migraines. How Do They Make Health Care Decisions? Day by Day are helping to make health care decisions for their parents including assisted living arrangements, health insurance decisions, treatment options for illness and physician selection. They select a primary care physician based on distance from home or work, referral from another doctor, and flexible office hours. They are very satisfied with many areas of their medical care and give “excellent” ratings for OB/Gyn care, ease of making appointments, physician staff, advice about avoiding illness, and overall quality of care. They are also more likely to select a hospital that is recommended by a their physician, or one that provides free classes and information. How Should You Position Your Services? Day by Day feel a great sense of loyalty to their physicians and they ask a lot of questions during their physician visits. They read books on health and fitness and consider themselves a good source of health care information.. Day by Day consider a hospital Web site with links to national Web sites, the ability to ask a nurse a question, send physician e-mail, access test results, and order prescription refills to be very useful. A well-executed Web site would have great influence their hospital preference. How Do You Reach Them? Day by Day are more likely than other segments to research health care. More than onethird would like information on menopause. They receive their information from print media, the Internet and from direct mailings. They also actively use the Internet for researching medical conditions, requesting a physician referral, and for visiting their health plan and hospital’s Web site. Day by Day are more likely to notice health care advertising in newspapers or on the Internet, and are more likely to respond to health care ads in mailings, in their physician office’s, or on the Internet. 44 User’s Guide to Solucient’s HouseholdView Segmentation When marketing to Day by Day, here is their overall Solucient Marketing Profile: Solucient Marketing Indices Health Status Index Service Utilization Index Acute Chronic Alternative Preventive Satisfaction Index Somewhat Low Somewhat High Normal Normal Significantly High Significantly High Normal Information Index Somewhat High Research Health Care Somewhat High Use Internet for Health Care Somewhat High Media Responsiveness Index Traditional Media Non-Traditional Media Normal Somewhat Low Normal 45 User’s Guide to Solucient’s HouseholdView Segmentation On Her Own (#19) ACHIEVERS 35 - 54 Single Female Upper Middle Income (typically $50K - $100K) Who Are They? On Her Own consider themselves to be in very good health, and are more likely to have significantly better than average physical scores, but significantly worse than average mental health scores. Many have completed college and are doing some post- graduate work. How Do They Use Health Care Services? On Her Own are more likely than other segments to receive treatment for mental health conditions, and to use complimentary or alternative health care services. This group appreciates the value of preventive care and is more likely to have bone density tests, mammograms, and PAP smears. On Her Own is more likely to visit a dermatologist, an allergist, or an alternative care physician including chiropractors, acupuncturists, homeopaths, and massage therapists. Top chronic conditions for On Her Own include allergies, weight problems, migraines, sleeping problems, and depression. How Do They Make Health Care Decisions? On Her Own help their aging parents make decisions about health insurance, treatment options for illness and physician selection. More than 25% of On Her Own do not have a primary care physician, and those that do, are more likely to select one based on distance from work and physician gender. They are not likely to give permission to anyone to use their medical records and are less likely to provide satisfaction ratings when it comes to their medical care. On Her Own will go to hospitals their doctors recommend, and when they need to select a hospital, will choose one with the best doctors and nurses. How Should You Position Your Services? On Her Own monitor their health, spend time making health care decisions, and attend health care meetings. They are somewhat likely to research health care, but are more likely to trust ratings from their doctor or from quality measurement organizations. Features of hospital Web sites that On Her Own consider very useful include links to national Web sites, the ability to ask a nurse a question, to request non-urgent appointments, send a physician e-mail, access test results, and order prescription refills. A well-executed Web site would highly influence their hospital preference decision. How Do You Reach Them? On Her Own are more likely to research medical conditions, and they receive their information from the Internet. They actively use the Internet for health care, and are interested in information on menopause. On Her Own are more likely to notice health care advertising in newspapers, magazines, direct mailings, or from family or friends. They are more likely to respond to health care advertising in all media channels, except for direct mail. 46 User’s Guide to Solucient’s HouseholdView Segmentation When marketing to On Her Own, here is their overall Solucient Marketing Profile: Solucient Marketing Indices Health Status Index Service Utilization Index Acute Chronic Alternative Preventive Satisfaction Index Normal Somewhat High Significantly Low Somewhat Low Significantly High Significantly High Somewhat Low Information Index Somewhat High Research Health Care Normal Use Internet for Health Care Somewhat High Media Responsiveness Index Traditional Media Non-Traditional Media Significantly High Significantly High Significantly High 47 User’s Guide to Solucient’s HouseholdView Segmentation Made Her Way (#20) ACHIEVERS 35 - 54 Single Female Upper Income (typically > $100K) Who Are They? Made Her Way consider themselves to be in good health, and are likely to have average physical scores and somewhat better mental health scores. They are three times more likely than other segments to be Asian and 18% are Hispanic. Many have completed college and this segment is almost four times more likely than other segments to have a post graduate degree. How Do They Use Health Care Services? Made Her Way are likely to visit an urgent care center, attend a health education talk or fitness program, and use all available complimentary or alternative health care services. They are more likely to have bone density tests, mammograms, PAP smears, and have a higher use of physical therapists, plastic or cosmetic surgeons, and alternative care physicians including chiropractors, acupuncturists, homeopaths, and massage therapists. Made Her Way suffer from allergies, weight problems, and sleeping and back problems. How Do They Make Health Care Decisions? Made Her Way help make health insurance decisions, treatment options for illness, and select physicians for aging parents. They are more likely to select primary care physicians based on distance from work, referral from friend or relative, doctor’s background and experience, and based on gender. Top reasons for selecting a specialist include referrals, doctor’s background and experience, and affiliation with hospital. They are very satisfied with their OB/Gyn care and give satisfaction ratings of “very good” when it comes to their medical care experience. Top ratings include time you wait in the MD office, physician staff, attention given to what they said, and overall quality of care. Almost two-thirds of Made Her Way will ask their doctor to send them to their preferred hospital. They are more willing to pay for higher cost care. How Should You Position Your Services? Made Her Way are very likely to research health care ratings, but are less trusting of health care sources in general. If a hospital received low ratings, over 70% of this segment would change hospitals. Made Her Way do not put much value on a hospital Web site. Most features are not considered very useful and such features would have little influence on their hospital preference decision. They are willing to pay more out-of-pocket for services including the ability to see a specialist more easily, to see a MD out of network, and to receive all their care from a teaching hospital. 48 User’s Guide to Solucient’s HouseholdView Segmentation How Do You Reach Them? Made Her Way are more likely to research medical conditions, health plans, physicians and prescription medications. They receive their information from print media, medical journals, the Internet, and their pharmacist. They use the Internet for physician referrals, to visit their plan’s Web site, and to order or purchase health and beauty aids or prescription drugs. They are interested in wellness information on menopause, diet, exercise, and scheduling preventive screenings. Made Her Way notice health care advertising in a direct mailing, or on the Internet, but are more likely to respond to health care ads in newspapers, or from family and friends. When marketing to Made Her Way, here is their overall Solucient Marketing Profile: Solucient Marketing Indices Health Status Index Service Utilization Index Acute Chronic Alternative Preventive Satisfaction Index Normal Significantly High Somewhat Low Somewhat High Significantly High Significantly High Normal Information Index Somewhat High Research Health Care Somewhat High Use Internet for Health Care Somewhat High Media Responsiveness Index Traditional Media Non-Traditional Media Normal Normal Somewhat Low 49 User’s Guide to Solucient’s HouseholdView Segmentation Balancing Act (#21) ACHIEVERS 35 - 44 Single Female with Children All Incomes Who Are They? Balancing Act are more likely to consider themselves to be in fair health. They have significantly worse than average physical and mental health scores. They are three times more likely than other segments to be African American and most have attended or graduated from college. How Do They Use Health Care Services? Balancing Act use all health care services regularly, including the ER, outpatient clinics, mental health treatments, fitness programs, health care information lines, and all available complimentary or alternative health care services. They are likely to have preventive screenings including bone density tests, cardiovascular stress tests, mammograms, PAP smears, imaging procedures, routine physicals, and health screenings or risk assessments. Balancing Act have a higher use of physicians including psychiatrists, dermatologists, physical therapists, alternative care physicians, and physician assistants or nurse practitioners. They are six times more likely to see a plastic or cosmetic surgeon. They suffer from weight problems, allergies, migraines, sleeping problems, depression and arthritis. How Do They Make Health Care Decisions? Balancing Act are more likely than other segments to select primary care physicians and specialists based on distance from home or work, a directory, doctors background and experience, and based on gender. They are twice as likely to go to another physician who would admit them to their preferred hospital, and Balancing Act select hospitals that are nearby, have private rooms, and those that offer free classes and programs. They are three times more likely than other segments to believe a hospital that costs more is better. How Should You Position Your Services? Balancing Act are likely to be told they don’t take care of themselves. They pay more attention to others health care needs, but they also enjoy reading books on health and fitness, and consider themselves a good source of health care information. They are very likely to research health care ratings, and likely to trust ratings from health plans. Balancing Act consider a hospital Web site with links to national health care sites, the ability to ask a nurse a non-urgent question, to send a physician e-mail, to access test results and to obtain information on local hospitals, physicians and health plans to be at least somewhat useful. However, a great Web site would have little influence on their hospital preference decision. They are more likely than other segments to be enrolled in or interested in a defined contribution plan. 50 User’s Guide to Solucient’s HouseholdView Segmentation How Do You Reach Them? Balancing Act research all areas of health care, and receive their information from all sources including the Internet, their physicians or pharmacists, direct mailings and print media. They are interested in wellness information on menopause, diet, exercise, and scheduling preventive screenings. Balancing Act are aware of health care advertising on the radio, television, and in a physician office setting, but are more likely to respond to health care advertisements in newspapers and magazines. When marketing to Balancing Act, here is their overall Solucient Marketing Profile: Solucient Marketing Indices Health Status Index Service Utilization Index Acute Chronic Alternative Preventive Satisfaction Index Somewhat Low Significantly High Significantly High Significantly High Significantly High Significantly High Normal Information Index Somewhat High Research Health Care Significantly High Use Internet for Health Care Somewhat Low Media Responsiveness Index Traditional Media Non-Traditional Media Somewhat Low Somewhat Low Significantly Low 51 User’s Guide to Solucient’s HouseholdView Segmentation Coupon Clippers (#22) ACHIEVERS 35 - 44 Married with Children Lower Income (typically < $25K) Who Are They? Coupon Clippers consider themselves to be in good or fair health. They have significantly worse than average physical and mental health scores. More than 40% are Hispanic and/or African American, and approximately 60% have a high school education or less. How Do They Use Health Care Services? Coupon Clippers use health care services including the ER, urgent care centers, outpatient clinics, and health care information lines. The only preventive screenings they are more likely to use are imaging procedures and they are only half as likely as other segments to have routine physicals. Top physicians used by Coupon Clippers include physician assistants or nurse practitioners, podiatrists, and ENTs. They are almost twice as likely as other segments to suffer from depression, sleeping problems, ulcers, and migraines. How Do They Make Health Care Decisions? Top reasons for primary care physician and specialist selection include distance from home, longstanding relationships, referrals, and selection from a physician directory. They are more likely to say it is acceptable for hospitals and health plans to use their medical record information, but only with their permission. They give only “fair” satisfaction ratings of their medical care experience. Coupon Clippers would stay with a hospital that received low ratings. How Should You Position Your Services? Coupon Clippers are likely to be told they don’t take care of themselves. They pay more attention to others’ health care needs and often are urged to seek treatment. They consider a hospital Web site with the ability to request a non-urgent appointment and to send a physician e-mail to be very useful. However, a great Web site would have little influence on their hospital preference decision. How Do You Reach Them? Coupon Clippers do not research health care, or use the Internet for health care-related services. They are interested in wellness information on depression and mental health. They notice health care advertising on the radio, television, from family or a friend, in a physician office, or on the Internet, but are more likely to respond to health care advertisements from all media channels except the radio. 52 User’s Guide to Solucient’s HouseholdView Segmentation When marketing to Coupon Clippers, here is their overall Solucient Marketing Profile: Solucient Marketing Indices Health Status Index Service Utilization Index Acute Chronic Alternative Preventive Satisfaction Index Significantly Low Normal Somewhat High Somewhat Low Normal Significantly Low Somewhat Low Information Index Somewhat Low Research Health Care Somewhat Low Use Internet for Health Care Somewhat Low Media Responsiveness Index Traditional Media Non-Traditional Media Significantly High Significantly High Significantly High 53 User’s Guide to Solucient’s HouseholdView Segmentation Up All Night (#23) ACHIEVERS 35 - 44 Married with Children Lower Middle Income (typically $25K - $50K) Who Are They? Up All Night consider themselves to be in very good health. They have somewhat better than average physical and mental health scores. Most have graduated high school or attended college. How Do They Use Health Care Services? Up All Night are less likely to use health care services in general. Top services used include the ER, outpatient clinics, and alternative care services including herbal remedies. Their physician use is low and they are less likely to suffer from any chronic conditions. The conditions most often reported include weight problems, migraines, arthritis, hypertension, and sleeping problems. How Do They Make Health Care Decisions? Up All Night tend to select primary care physicians and specialists based on distance from home, referrals from family, friends, or a doctor, and from a directory. They are more likely than other segments to say it is unacceptable for a hospital or health plan to use their medical record information, and give only “fair” or “good” satisfaction ratings for their medical care experience. They are more likely to give higher ratings for primary and OB/Gyn care, physician office wait times, ease of making appointments, physician staff, attention given to what they said, and overall quality of care. How Should You Position Your Services? Up All Night pay more attention to others health care needs and are not likely to research health care ratings. They somewhat trust ratings received from hospitals, health plans, and quality measurement organizations, or Web sites. Up All Night consider a hospital Web site with the ability to look up detailed information, with links to national health Web sites, ask a nurse a non-urgent question, and order a prescription refill to be very useful. However, these features would have minimum influence on their hospital preference decision. How Do You Reach Them? Up All Night are less likely to research health care in general, but when they do, their information is likely to come from the Internet or their doctors. They notice health care advertising on the radio, television, or from a direct mailing, but are more likely to respond to health care advertisements from friends or family and from the Internet. 54 User’s Guide to Solucient’s HouseholdView Segmentation When marketing to Up All Night, here is their overall Solucient Marketing Profile: Solucient Marketing Indices Health Status Index Service Utilization Index Acute Chronic Alternative Preventive Satisfaction Index Normal Somewhat Low Significantly Low Significantly Low Normal Somewhat Low Normal Information Index Somewhat Low Research Health Care Normal Use Internet for Health Care Somewhat Low Media Responsiveness Index Traditional Media Non-Traditional Media Somewhat Low Significantly Low Normal 55 User’s Guide to Solucient’s HouseholdView Segmentation Play Groups (#24) ACHIEVERS 35 - 44 Married with Children Upper Middle Income (typically $50K - $100K) Who Are They? Play Groups perceive themselves to be in excellent or very good health. However, they are actually only in somewhat better health than the average adult their age. They have most likely completed some college (37%) or are a college graduate (22%). How Do They Use Health Care Services? Overall, Play Groups are not likely to participate in many preventive services. Most often used services include outpatient clinics, herbal remedies, the ER, an urgent care center, and a health care information line. They may also have routine physicals, PAP smears, cholesterol tests, and mammograms. Their use of physicians is also low, but this group is more likely to see an alternative care physician, including a chiropractor, acupuncturist, homeopath or massage therapist, a physician assistant, or nurse practitioner. Chronic conditions most often reported include allergies, weight problems, and back problems. How Do They Make Health Care Decisions? Play Groups are most likely to select a primary care physician based on proximity to home or from a directory. If they do need specialty care, they will select a specialist from a directory or based on a referral from a friend. When selecting a specialist, they will also consider referrals from other physicians, the doctor’s background and experience, and affiliation with a hospital. Play Groups consider the medical care they receive to be “good” or “very good”. How Should You Position Your Services? Play Groups’ attitudes are reflected in their psychographics, or health care behaviors. The only attitude they strongly agreed with was that they pay more attention to others’ health care needs. They are less likely to research health care ratings and only somewhat trust the ratings they do receive. They are slightly more likely to travel to another state to use a “top” hospital. Play Groups consider a hospital Web site with such features as links to national health Web sites, the ability to ask a nurse a non-urgent question, access test results, order a prescription refill and with information on local hospitals, doctors, and health plans to be very useful. It will have little influence on their hospital preference decision though. They are willing to pay more for services including the ability to see a specialist more easily, see an MD out-of-network, and obtain coverage of alternative medicine. 56 User’s Guide to Solucient’s HouseholdView Segmentation How Do You Reach Them? Play Groups are most likely to look for information on medical conditions, physicians, and prescription medications. They find this information on the Internet or from their physicians. They have access to the Internet and use it for health care information including visiting Web sites of health plans and for physician referrals. Play Groups both see and respond to radio advertisements. They are also likely to be exposed to advertisements on the radio, television, in newspapers, or in a mailing, but are not likely to respond to advertisements in any media channel. When marketing to Play Groups, here is their overall Solucient Marketing Profile: Solucient Marketing Indices Health Status Index Service Utilization Index Acute Chronic Alternative Preventive Satisfaction Index Somewhat High Somewhat Low Somewhat Low Significantly Low Somewhat Low Normal Normal Information Index Normal Research Health Care Normal Use Internet for Health Care Normal Media Responsiveness Index Traditional Media Non-Traditional Media Somewhat Low Significantly Low Somewhat Low 57 User’s Guide to Solucient’s HouseholdView Segmentation Big Success (#25) ACHIEVERS 35 – 44 Married with Children Upper Income (typically > $100K) Who Are They? Big Success perceive themselves to be in excellent or very good health. They actually have somewhat better physical health scores and average mental health scores. They are more likely than other segments to have completed college or post graduate work, and are a mix between uninvolved non-consumers and self-directed managers of their own health care. Health care is not avoided, but is not a high priority. How Do They Use Health Care Services? While they are not likely to participate in many preventive services, Big Success do tend to have routine scheduled check-ups and exams, or physical therapy for a sports injury. They are less likely to use the ER and are average users of urgent care centers. They attend fitness or wellness programs and may use herbal treatments. Big Success have few chronic health conditions; they are likely to be bothered by allergies, migraines, extra weight, high cholesterol, and high blood pressure. How Do They Make Health Care Decisions? This group is moderately loyal to physicians. When selecting a physician they rely on a physician directory, distance from home, and affiliation with a hospital. They also value long-term relationships. Big Success are beginning to help aging parents make health care decisions, specifically decisions around health insurance and selecting a physician. This group does not believe anyone should use their medical records, even with their permission. Big Success are likely to give “excellent” satisfaction ratings for their medical care experience. They are more likely than other segments to be enrolled in or somewhat interested in a defined contribution plan. They will pay more to see a specialist more readily, a MD out of network, a better prescription plan, and for alternative care coverage. How Should You Position Your Services? Big Success pay more attention to others’ health care needs. They are too busy to get the medical care they need, but do enjoy books on health and fitness, consider themselves a good source of health care information, and are willing to pay more for higher quality care. They are more likely not to follow their physicians’ advice when selecting a hospital. They are more likely than other segments to want to change doctors to find one who would admit them to their preferred hospital. Big Success are willing to pay more for higher priced care and are very likely to research health care ratings. They are not as trusting of ratings from doctors and hospitals, but place higher value on ratings from quality measurement organizations and quality Web sites. If their doctor or hospital received low ratings, they would change. They are more willing to travel to another state to receive care at a “top” hospital. Big Success consider a hospital Web site with the ability to send a doctor e-mail, access test results, order a prescription refill, and provide information on local plans, doctors, and hospitals to be very useful. These Web site features would highly influence their hospital preference decision. 58 User’s Guide to Solucient’s HouseholdView Segmentation How Do You Reach Them? Big Success are likely to research all areas of health care and are more likely than other segments to get their information from a medical journal or the Internet. They use the Internet for everything from physician referrals, to visiting hospital and health plan Web sites to purchasing prescription drugs. Big Success are aware of health care advertising in mass media-radio, TV, newspapers, and magazines as well as direct mailings, the Internet, and billboards, but they are less likely to respond health care advertising in any media channel. When marketing to Big Success, here is their overall Solucient Marketing Profile: Solucient Marketing Indices Health Status Index Service Utilization Index Acute Chronic Alternative Preventive Satisfaction Index Somewhat High Somewhat Low Significantly Low Significantly Low Normal Normal Normal Information Index Significantly High Research Health Care Somewhat High Use Internet for Health Care Significantly High Media Responsiveness Index Traditional Media Non-Traditional Media Significantly Low Significantly Low Somewhat Low 59 User’s Guide to Solucient’s HouseholdView Segmentation Time Alone (#26) ACHIEVERS 35 - 44 Married Lower or Lower Middle Income (typically < $50K) Who Are They? Time Alone consider themselves to be in good or very good health, but actually have significantly worse than average physical and mental health scores. They are more likely to be African American with a high school education. How Do They Use Health Care Services? Time Alone use the ER, urgent care centers, health care information lines, and receive treatment for mental health. They are also likely to receive rehabilitation for an illness or injury, and use herbal remedies. Time Alone are less likely than other segments to have preventive screenings, with the exception of a cardiovascular stress test. Their physician use is low. They suffer from several chronic conditions including allergies, depression, respiratory conditions, back and sleeping problems, migraines, and ulcers. How Do They Make Health Care Decisions? Time Alone tend to select primary care physicians and specialists for the same reasons as the total population. These include longstanding relationships, distance from home, referrals from a friend or relative, and hospital affiliations. They are likely to give “good” satisfaction ratings for their medical care experience, especially in regards to ease of making appointments, how much they were helped by care, physician staff, and overall quality of care. Time Alone are more likely than other segments to select a hospital that is nearby, and offers private rooms, free classes, programs and information. How Should You Position Your Services? Time Alone are told they don’t take care of themselves. They feel they are too busy to get the medical care they need. They are not likely to research health care ratings, or trust the ratings they receive, and will stay with a doctor or a hospital that has received low ratings. A wellexecuted hospital Web site will not be particularly useful to Time Alone and will have little influence on their hospital preference decision. They are more likely than other segments not to have insurance (12%) and will not pay more for additional health care services. How Do You Reach Them? Time Alone research medical conditions, physicians, and prescription medications. They get their information from the Internet, direct mailings, and their pharmacist. They are aware of health care advertising obtained from a friend or relative, or in a physician office setting. Time Alone respond to health care advertisements on the radio, in newspapers, direct mailings, or from a physician office. 60 User’s Guide to Solucient’s HouseholdView Segmentation When marketing to Time Alone, here is their overall Solucient Marketing Profile: Solucient Marketing Indices Health Status Index Service Utilization Index Acute Chronic Alternative Preventive Satisfaction Index Somewhat Low Normal Normal Somewhat High Normal Somewhat Low Somewhat Low Information Index Normal Research Health Care Normal Use Internet for Health Care Normal Media Responsiveness Index Traditional Media Non-Traditional Media Significantly High Significantly High Somewhat High 61 User’s Guide to Solucient’s HouseholdView Segmentation Socialites (#27) ACHIEVERS 35 - 44 Married Upper Middle or Upper Income (typically > $50K) Who Are They? Socialites consider themselves to be in excellent or very good health, but actually have only average physical and mental health scores. They are slightly more likely than other segments to have completed college or done post-graduate work. How Do They Use Health Care Services? Socialites visit urgent care centers and outpatient clinics. They call health care information lines, attend fitness programs, and use alternative care therapies including aromatherapy, herbal remedies and relaxation therapy. Socialites schedule time for preventive screenings including cholesterol tests, mammograms, imaging procedures, routine physicals, health screenings, and risk assessments. Top physicians visited include optometrists, alternative care physicians, dermatologists, gastroenterologists, and physical therapists. Top chronic conditions include allergies, weight problems, migraines, high cholesterol, and ulcers. How Do They Make Health Care Decisions? Socialites help aging parents make health care decisions regarding health insurance, treatment options for illness, and physician selection. They are likely to select primary care physicians and specialists from a list of doctors, or based on hospital affiliation, referrals, and longstanding relationships. Socialites are likely to give only “fair” satisfaction ratings for their medical care experience and select hospitals that are nearby, have a strong reputation for services, and are most technologically advanced. How Should You Position Your Services? Socialites consider themselves to be a good source of information. They research health care ratings and trust ratings from a Web site devoted to quality or from a quality measurement organization. Socialites react favorably to a hospital Web site with the ability to look up detailed information, with links to national health Web sites, ask a nurse a question, request a non-urgent appointment, order a prescription refill and with information on local health plans, hospitals and doctors to be somewhat or very useful. However, these features will have little influence on their hospital preference decision. They are willing to pay more for additional health care services, including the ability to see an out-of-network physician, receive care from a teaching hospital, and for coverage of alternative therapies. How Do You Reach Them? Socialites research medical conditions and prescription medications. They obtain their information from many sources including print media, the Internet, direct mailings, and medical journals. They use the Internet for physician referrals, to visit their health plan’s Web site, and to purchase health aids and prescriptions. Socialites notice health care advertising on the radio, television, in newspapers, and on the Internet, and respond to health care advertisements on all media channels except the Internet. 62 User’s Guide to Solucient’s HouseholdView Segmentation When marketing to Socialites, here is their overall Solucient Marketing Profile: Solucient Marketing Indices Health Status Index Service Utilization Index Acute Chronic Alternative Preventive Satisfaction Index Normal Normal Somewhat Low Significantly Low Significantly High Somewhat High Normal Information Index Somewhat High Research Health Care Normal Use Internet for Health Care Somewhat High Media Responsiveness Index Traditional Media Non-Traditional Media Significantly High Significantly High Somewhat High 63 User’s Guide to Solucient’s HouseholdView Segmentation Calling the Shots (#28) ACHIEVERS 45 - 54 Single Female with Children All Incomes Who Are They? Calling the Shots consider themselves to be in good health, but have significantly worse physical health scores and only average mental health scores. They are more likely than other segments to be African American and most have attended college. They are selfdirected managers of their own health care. How Do They Use Health Care Services? Calling the Shots visit urgent care centers and outpatient clinics, receive treatment for mental health, and attend health education talks and fitness programs. They are also significantly more likely than other segments to receive menopause treatments and use alternative care therapies. Calling the Shots make time for preventive screenings including cholesterol tests, mammograms, PAP smears, imaging procedures, routine physicals, health screenings, and risk assessments. Top physicians visited include psychiatrists, podiatrists, and physician assistants or nurse practitioners. Calling the Shots suffer from arthritis, depression, back and sleeping problems, ulcers, weight problems, heart disease, and diabetes. How Do They Make Health Care Decisions? Calling the Shots select primary care physicians based on distance from home, referral from a friend or relative, from a list of doctors, hospital affiliation, and longstanding relationships. Calling the Shots are likely to give only “good” satisfaction ratings for their medical care including primary care, wait times, amount of time spent with doctors, how much they were helped by care, and overall quality of care. They are more likely than other segments to select a hospital that is nearby, that is recommended by a physician, or one that offers free classes and helpful information. How Should You Position Your Services? Calling the Shots make sure they go in for physicals, monitor their health, and spend time making health care decisions. They enjoy reading books on health and fitness, and ask many questions during physician visits. They are somewhat likely to research health care ratings, but only moderately trust the ratings they receive from hospitals, doctors, and health plans. If a hospital received low ratings, it would have a minor impact on them and they would stay with that hospital. Calling the Shots consider a hospital Web site with the ability to ask a nurse a question or request a non-urgent appointment to be very useful. These features will have little influence on their hospital preference decision, however. They are more likely than other segments to be enrolled in or interested in a defined contribution plan, and will pay slightly more for additional health care services. These services include the ability to see a specialist or out-of-network doctor more easily, receive care from a teaching hospital, a better prescription plan, and coverage of alternative therapies. 64 User’s Guide to Solucient’s HouseholdView Segmentation How Do You Reach Them? Calling the Shots research medical conditions and health plans. They get their information from print media and library books. As expected, more than half this group is very interested in information on menopause. Calling the Shots are unlikely to notice any health care advertising and are only likely to respond to health care advertisements on the radio. When marketing to Calling the Shots, here is their overall Solucient Marketing Profile: Solucient Marketing Indices Health Status Index Service Utilization Index Acute Chronic Alternative Preventive Satisfaction Index Somewhat Low Significantly High Somewhat Low Significantly High Significantly High Significantly High Somewhat Low Information Index Normal Research Health Care Normal Use Internet for Health Care Normal Media Responsiveness Index Traditional Media Non-Traditional Media Somewhat Low Normal Somewhat Low 65 User’s Guide to Solucient’s HouseholdView Segmentation No Frills (#29) ACHIEVERS 45 - 54 Married with Children Lower Income (typically < $25K) Who Are They? No Frills consider themselves to be in fair health, but actually have average physical health scores and significantly better mental health scores. They are three times more likely than other segments to be Hispanic (37%) and/or African American (40%), and most have a high school degree or have attended college. The majority has been in their health plan for five or more years. How Do They Use Health Care Services? No Frills are twice as likely as other segments to visit the ER, visit an outpatient clinic or have physical therapy for a sports injury. They are also likely to have preventive screenings including cholesterol tests, mammograms, imaging procedures, and colorectal cancer tests, but are not good about scheduling routine physicals. Physicians likely to be visited include optometrists, orthopedists, and urologists. No Frills suffer from many chronic conditions. The primary ones are weight problems, arthritis, high cholesterol, diabetes, and hypertension. How Do They Make Health Care Decisions? No Frills select primary care physicians based on physician referrals, longstanding relationships, background and experience, hospital affiliation, or from a list of physicians. Forty percent will travel more than 30 minutes one-way to see their primary care physician. No Frills are more likely than other segments to give “excellent” satisfaction ratings for their primary care, ease of making appointments, physician staff, thoroughness of treatment, and overall quality of care. Top reasons for hospital selection include strong reputation, most technologically advanced, recognition as a “top” hospital, and a full range of care. How Should You Position Your Services? No Frills enjoy attending health care meetings. They are very likely to research health care ratings, and highly trust the information and ratings they receive from all health care sources. No Frills consider a hospital Web site with the ability to look up detailed information, ask a nurse a question, order a prescription refill, and one that has information on local physicians, health plans and hospitals to be very useful. It greatly influences their hospital preference decision. They are three times more likely than other segments to be enrolled in a defined contribution plan (24%). How Do You Reach Them? No Frills are unlikely to research general health care topics, but when they do, their information comes from direct mailings, physicians, and print media. This group is very interested in information on menopause and controlling cholesterol. No Frills notice health care ads from friends or family, but respond to health care ads on all media channels, except the Internet. 66 User’s Guide to Solucient’s HouseholdView Segmentation When marketing to No Frills, here is their overall Solucient Marketing Profile: Solucient Marketing Indices Health Status Index Service Utilization Index Acute Chronic Alternative Preventive Satisfaction Index Somewhat Low Normal Significantly Low Somewhat High Significantly Low Somewhat High Normal Information Index Significantly Low Research Health Care Somewhat Low Use Internet for Health Care Significantly Low Media Responsiveness Index Traditional Media Non-Traditional Media Significantly High Significantly High Significantly High 67 User’s Guide to Solucient’s HouseholdView Segmentation Standard Living (#30) ACHIEVERS 45 - 54 Married with Children Lower Middle Income (typically $25K - $50K) Who Are They? Standard Living consider themselves to be in good health, but actually have only average physical and mental health scores. They have a high school education, and are almost twice as likely as other segments not to have insurance - 13% are uninsured. Standard Living routinely make small donations to hospitals and health care organizations. How Do They Use Health Care Services? Standard Living use outpatient clinics and call health care information lines or physician referral services. They are likely to have preventive screenings including cardiovascular stress tests, mammograms, colorectal cancer tests, imaging procedures, and health screenings or risk assessments, but are not good about scheduling routine physicals. Their physician use is low, and they suffer from many chronic conditions including weight problems, depression, respiratory conditions, back, and sleeping problems. How Do They Make Health Care Decisions? Top reasons for primary care physician selection are distance from home, referrals, hospital affiliation, longstanding relationships, or from a list of physicians. They select a specialist based on hospital affiliation. Standard Living are also likely to give “good” or “very good” satisfaction ratings to their medical care experience. Top reasons for hospital selection include good doctors and nurses, strong reputation, full range of care, and most technologically advanced. How Should You Position Your Services? Standard Living are most often uninvolved non-consumers of health care, spending little money or time on their health care. They feel they are too busy to get the medical care they need and must be urged to seek treatment. They are not likely to research health care ratings or hospitals and a “top” hospital designation would have little impact on them. Standard Living consider a savvy hospital Web site to be only somewhat useful and it would have little influence on their hospital preference decision. How Do You Reach Them? Standard Living are likely to research health care in general, and receive their information from print media, library books, doctors, and pharmacists. This group does not use the Internet for health care. Standard Living notice health care advertisements in all media channels. They respond to health care advertisements on traditional media channels including television, newspapers, magazines, and from direct mailings. 68 User’s Guide to Solucient’s HouseholdView Segmentation When marketing to Standard Living, here is their overall Solucient Marketing Profile: Solucient Marketing Indices Health Status Index Service Utilization Index Acute Chronic Alternative Preventive Satisfaction Index Somewhat Low Somewhat Low Somewhat Low Somewhat Low Somewhat Low Normal Normal Information Index Normal Research Health Care Somewhat High Use Internet for Health Care Somewhat Low Media Responsiveness Index Traditional Media Non-Traditional Media Somewhat High Significantly High Somewhat Low 69 User’s Guide to Solucient’s HouseholdView Segmentation Dinners Out (#31) ACHIEVERS 45 – 54 Married with Children Upper Middle Income (typically $50K - $100K) Who Are They? Dinners Out perceive themselves to be in very good health, yet they have average physical scores and somewhat better mental health scores. They tend to be uninvolved health care consumers. They are better educated and are more likely than other segments to have attended or graduated from college. Many have done or completed post-graduate work. How Do They Use Health Care Services? Dinners Out have regular check-ups and exams. They are above average users of preventative services such as health education talks, cholesterol tests, and mammograms. They’re likely to visit an optometrist and suffer from weight problems, high cholesterol, back problems, and ulcers. How Do They Make Health Care Decisions? Dinners Out are actively helping aging parents make health care decisions, specifically decisions around health insurance, assisted living arrangements and selecting physicians. When selecting a physician, longstanding relationship and proximity to home is important, as is referral from a friend, physician directories and hospital affiliation. When in need of a specialist, Dinners Out rely more heavily on some of these same criteria, namely referral from a physician or friend, and hospital affiliation. Top reasons for hospital selection include good doctors and nurses, reputation, and technology. How Should You Position Your Services? Dinners Out are satisfied overall with their medical care. They are less likely to research health care ratings, but trust ratings they receive from quality measurement organizations and Web sites devoted to quality. A hospital Web site with links to national Web sites, the ability to ask a nurse a question, request a non-urgent appointment, or access test results would be very useful, but would have little impact on their hospital preference decision. How Do You Reach Them? Dinners Out are just beginning to need health services and are becoming more savvy in searching for health care information. They are interested in information on medical conditions and prescription medications. They obtain this information from medical journals, library books and their physicians. They have access to the Internet and use it to research medical conditions and visit their health plan’s web site. Dinners Out are most aware of health care advertising on the radio, television, in newspapers, and in direct mailings, but are more likely to respond to radio advertisements. They are not likely to respond to television advertising or ads in their physician’s office. 70 User’s Guide to Solucient’s HouseholdView Segmentation When marketing to Dinners Out, here is their overall Solucient Marketing Profile: Solucient Marketing Indices Health Status Index Service Utilization Index Acute Chronic Alternative Preventive Satisfaction Index Normal Somewhat Low Somewhat Low Somewhat Low Normal Normal Normal Information Index Normal Research Health Care Normal Use Internet for Health Care Somewhat High Media Responsiveness Index Traditional Media Non-Traditional Media Somewhat Low Normal Somewhat Low 71 User’s Guide to Solucient’s HouseholdView Segmentation Weekends Away (#32) ACHIEVERS 45 – 54 Married with Children Upper Income (typically > $100K) Who Are They? Weekends Away perceive themselves to be in excellent health. They have significantly better physical health scores when compared to their contemporaries. They tend to be selfdirected managers of their own health care. They are extremely well educated, and are over three times more likely than all other segments to have a post-graduate degree. How Do They Use Health Care Services? Weekends Away have regular check-ups, exams, health screenings and risk assessments. They are above average users of preventative services such as cholesterol tests, mammograms, EKGs, prostate screenings and colorectal cancer tests. They’re likely to attend health education talks, use fitness programs, physical therapy and menopausal services. The only chronic condition this aging group is more likely to suffer from is weight problems. Top physician visits include optometrists, alternative therapy physicians and dermatologists. How Do They Make Health Care Decisions? Weekends Away are actively helping aging parents make health care decisions, and are twice as likely to help with assisted living arrangements, health insurance decisions, and physician selection. When selecting a primary care physician, they are likely to select one based on a longstanding relationship, and proximity to home or work. Weekends Away are moderately satisfied with their medical care overall and give “very good” satisfaction ratings for primary physician care, amount of time spent with doctors, how much they were helped by care, physician staff, and overall quality of care. They are likely to select a hospital that is recommended by a physician, has a strong reputation, or is recognized as a “top” hospital. How Should You Position Your Services? Weekends Away like to read books on health and fitness. They monitor their health, consider themselves a good source of health care information, and are compulsive about regular exercise. They want the best quality care, even if they have to pay more. They are very likely to research health care ratings, and would change doctors and hospitals if theirs received low ratings. 36% of this group would travel out of state to receive care from a “top” hospital. Weekends Away consider a savvy hospital Web site to be very useful, but has little influence on their hospital preference decision. They are somewhat interested in defined contribution plans and would pay more each month for additional health services. These services include: the ability see a specialist or out-of-network physician more easily, receive care from a teaching hospital, access to a better prescription plan, and coverage of alternative therapies. 72 User’s Guide to Solucient’s HouseholdView Segmentation How Do You Reach Them? This Internet-savvy group uses it for anything health care related. Weekends Away actively research health care and receive their information from the Internet, their physicians, print media and direct mailings. They are very aware of health care advertising across mass and other media. They most often notice advertisements on the radio, television, in newspapers, magazines, or from a direct mailing. They are likely to respond to advertisements in magazines, on the Internet or in a physician’s office. When marketing to Weekends Away, here is their overall Solucient Marketing Profile: Solucient Marketing Indices Health Status Index Service Utilization Index Acute Chronic Alternative Preventive Satisfaction Index Somewhat High Somewhat Low Somewhat Low Somewhat Low Somewhat Low Somewhat High Normal Information Index Somewhat High Research Health Care Somewhat High Use Internet for Health Care Significantly High Media Responsiveness Index Traditional Media Non-Traditional Media Normal Normal Normal 73 User’s Guide to Solucient’s HouseholdView Segmentation Simple Living (#33) ACHIEVERS 45 - 54 Married Lower or Lower Middle Income (typically < $50K) Who Are They? Simple Living consider themselves to be in good health, but have significantly worse physical and mental health scores when compared to others their age. They are most likely to be high school graduates or have attended some college. Simple Living frequently make small donations to hospitals and health care organizations. How Do They Use Health Care Services? Simple Living use urgent care centers and are diligent about preventive screenings including cholesterol tests, mammograms, routine physicals, EKGs, imaging procedures, bone density tests, and cardiovascular stress tests. Their physician use is low overall, but they suffer from many chronic conditions including allergies, weight problems, arthritis, high cholesterol, high blood pressure, back problems, migraines, and ulcers. How Do They Make Health Care Decisions? Top reasons for primary care physician selection are longstanding relationships, distance from home, referrals, choosing from a list of physicians, and hospital affiliation. Simple Living rate their medical care experience as “very good” when it comes to advice about avoiding illness, thoroughness of treatment and overall quality of care. They are more likely to select a hospital that is nearby, one that offers a full range of services, or is recommended by a physician. How Should You Position Your Services? Simple Living are not likely to research health care ratings or hospitals. They would stay with a hospital that received low ratings, giving no preference to a “top” hospital. They do not research hospitals, and consider a well-executed hospital Web site to be only somewhat useful. Web sites have very little or no influence on their hospital preference decision. How Do You Reach Them? Simple Living are unlikely to research health care. They receive information from direct mailings, pharmacists, and doctors. This group does not use the Internet for health care. They notice health care advertisements from family and friends, but are apt to respond to health care advertisements from many media channels including newspapers, magazines, direct mailings, and from their doctor’s office. 74 User’s Guide to Solucient’s HouseholdView Segmentation When marketing to Simple Living, here is their overall Solucient Marketing Profile: Solucient Marketing Indices Health Status Index Service Utilization Index Acute Chronic Alternative Preventive Satisfaction Index Somewhat Low Normal Normal Normal Somewhat Low Somewhat High Normal Information Index Somewhat Low Research Health Care Somewhat Low Use Internet for Health Care Somewhat Low Media Responsiveness Index Traditional Media Non-Traditional Media Normal Normal Normal 75 User’s Guide to Solucient’s HouseholdView Segmentation Empty Nesters (#34) ACHIEVERS 45 – 54 Married Upper Middle Income (typically $50K - $100K) Who Are They? Empty Nesters perceive themselves to be in very good health, but their physical and mental health scores are only average. They are likely to have graduated high school or attended some college. How Do They Use Health Care Services? Empty Nesters are more likely than other segments to participate in menopausal or rehabilitation treatments, alternative therapies, and any kind of preventive screening including cholesterol tests, cancer screenings, bone density tests, EKGs, and routine exams. Top specialty physicians visited include optometrists, ophthalmologists, and alternative care physicians. Empty Nesters have the usual chronic conditions: allergies, weight problems, hypertension or high blood pressure, and arthritis or rheumatism. They are also more likely than other segments to experience depression, high cholesterol, sleeping disorders, back pain, ulcers, and migraines. How Do They Make Health Care Decisions? As with other segments, Empty Nesters select a primary care physician based on proximity to home, longstanding relationships, referrals by a friend or physician, and directories. When they need a specialist, they tend to rely strongly on their physician’s referral as well as referral by a friend or hospital affiliation. Empty Nesters are very likely helping aging parents make health care decisions. They are twice as likely as other segments to be involved in making decisions around assisted living arrangements, but are also much more likely than other households to be helping with treatment options for illness, health insurance, and physician selection. Empty Nesters are moderately satisfied with their medical care overall, and give “very good” satisfaction ratings to items relating to time, especially time waiting in the office for appointment, time with physician, and wait time for test results. This group is also more satisfied with the thoroughness of treatment, attention given to what they say, and quality of their care overall. Empty Nesters select a hospital with a strong reputation, one that is technologically advanced, offers a full range of care, and is recommended by their physician. How Should You Position Your Services? Empty Nesters feel a great sense of loyalty to their physicians, and ask many questions during physician visits. They are not likely to research health care ratings. They feel a savvy hospital Web site would be very useful, and would have a great influence on their hospital preference decision. Empty Nesters are willing to pay more for services including the ability to see a specialist and out-of-network physician more easily and to receive care from a teaching hospital. 76 User’s Guide to Solucient’s HouseholdView Segmentation How Do You Reach Them? Empty Nesters research medical conditions and prescription medicines. They obtain information from print media, the Internet, doctors and pharmacists. They use the Internet for physician referrals, to visit their health plan and hospital Web sites, and to order prescription drugs. Empty Nesters are aware of healthcare advertising on TV, in the newspaper, magazines, doctor’s office, and in the mail. They respond to advertisements in traditional media: TV, radio, newspaper and magazine, as well as advertisements from their physician’s office. When marketing to Empty Nesters, here is their overall Solucient Marketing Profile: Solucient Marketing Indices Health Status Index Service Utilization Index Acute Chronic Alternative Preventive Satisfaction Index Somewhat Low Normal Somewhat Low Normal Somewhat High Somewhat High Normal Information Index Somewhat High Research Health Care Normal Use Internet for Health Care Somewhat High Media Responsiveness Index Traditional Media Non-Traditional Media Somewhat High Significantly High Normal 77 User’s Guide to Solucient’s HouseholdView Segmentation High Society (#35) ACHIEVERS 45 – 54 Married Upper Income (typically > $100K) Who Are They? High Society perceive themselves to be in good or very good health. They have significantly better physical and mental health scores when compared to others their age. Most have attended or graduated from college - almost 30% have done postgraduate work. How Do They Use Health Care Services? High Society are likely to use health education talks, fitness programs, menopausal treatments, and preventive services such as cholesterol tests, cancer screenings, bone density tests, health screenings or risk assessments and routine exams. Top specialty physicians visited include orthopedists, dermatologists, and alternative care physicians. Considering their age, High Society have fewer chronic conditions including weight problems, high cholesterol, back pain, ulcers, and hypertension. How Do They Make Health Care Decisions? High Society are more likely than other segments to select a primary care physician based on proximity to work, longstanding relationships, hospital affiliation and from a list of physicians. When they need a specialist, they tend to rely strongly on their physician’s referral or hospital affiliation. High Society are twice as likely as other segments to be involved in making health care decisions for aging parents. They give “very good” satisfaction ratings to all aspects of their medical care experience. High Society are likely to select a hospital that is most technologically advanced, but other top reasons for hospital selection include good doctors and nurses, strong reputation, and one that offers a full range of care. How Should You Position Your Services? High Society feel a great sense of loyalty to their physicians, like to read books on health and fitness, consider themselves a good source of health care information, and want the best quality even if they have to pay more. They research health care ratings, but only somewhat trust the ratings they receive from health care practitioners and organizations. Designation as a “top” hospital would have a major influence on hospital preference for this group. High Society consider a hospital Web site with the ability to access test results and order prescription refills to be very useful. These sites would have a moderate influence on their hospital preference decision. They are willing to pay more for health services, especially for a better prescription plan and to see an out-of-network physician. How Do You Reach Them? High Society research medical conditions and prescription medicines. They receive their information from mailings, the Internet, and their doctor. They use the Internet for physician referrals, to visit their health plan’s Web site, and to purchase or order prescription drugs and beauty aids. High Society are aware of health care advertising on the radio, TV, in the newspaper, and direct mail, but are only likely to respond to advertisements in magazines and in their physician’s office. 78 User’s Guide to Solucient’s HouseholdView Segmentation When marketing to High Society, here is their overall Solucient Marketing Profile: Solucient Marketing Indices Health Status Index Service Utilization Index Acute Chronic Alternative Preventive Satisfaction Index Normal Normal Somewhat Low Normal Normal Significantly High Somewhat High Information Index Somewhat High Research Health Care Normal Use Internet for Health Care Somewhat High Media Responsiveness Index Traditional Media Non-Traditional Media Somewhat Low Somewhat Low Somewhat Low 79 User’s Guide to Solucient’s HouseholdView Segmentation Tee Time (#36) MIDS 55 – 64 Single Male (With or Without Children) All Incomes Who Are They? Tee Time perceive themselves to be in good health. They have significantly better physical health scores and somewhat better mental health scores when compared to their contemporaries. Most have attended some college and more than 20% of this group have done some post graduate work. How Do They Use Health Care Services? Tee Time are proactive about their health and more likely to use a variety of health care services including the ER, outpatient clinics, health care information or physician referral lines, health education talks, and rehabilitation for illness or injury. Top preventive screenings include routine physicals, cholesterol tests, cancer screenings, EKG, imaging procedures, and cardiovascular stress tests. Tee Time visit urologists, cardiologists, ENTs, gastroenterologists, and physical therapists. They suffer from all chronic conditions, but top conditions include hypertension (47%), weight problems (40%), arthritis (33%), high cholesterol (32%), sleeping disorders (21%) and back pain (18%). How Do They Make Health Care Decisions? Sixteen percentage of Tee Time do not have a primary care physician. They are likely to select a primary care physician and specialists based on a referral from another physician and hospital affiliation. They give “excellent” satisfaction ratings to all items relating to their medical care experience and are most happy with the ease of making appointments, physician staff, thoroughness of treatment, and the overall quality of care. Tee Time select hospitals that have good doctors and nurses, a strong reputation, are most technologically advanced, and offer a full range of care. How Should You Position Your Services? Tee Time feel a great sense of loyalty to their physicians and rely on their physician’s advice to make health care decisions. They are not likely to research health care ratings and trust only the ratings they receive from their physicians. They would not spend the time to research which hospitals are “top”. A “top” hospital would have a little impact on their hospital preference. Tee Time do not consider even the best hospital Web site to be useful; they have little or no impact on their hospital preference decision. How Do You Reach Them? Tee Time are unlikely to research health care. The information they do receive typically comes from mailings, newspapers, magazines, medical journals, and their doctors. They are aware of healthcare advertising in print media, including magazines and newspapers, and will respond to advertisements in newspapers. 80 User’s Guide to Solucient’s HouseholdView Segmentation When marketing to Tee Time, here is their overall Solucient Marketing Profile: Solucient Marketing Indices Health Status Index Service Utilization Index Acute Chronic Alternative Preventive Satisfaction Index Somewhat Low Somewhat High Significantly High Significantly High Somewhat Low Somewhat Low Normal Information Index Significantly Low Research Health Care Somewhat Low Use Internet for Health Care Significantly Low Media Responsiveness Index Traditional Media Non-Traditional Media Somewhat Low Somewhat Low Somewhat Low 81 User’s Guide to Solucient’s HouseholdView Segmentation Penny Savers (#37) MIDS 55 – 64 Single Female (With or Without Children) Lower Income (Typically < $25K) Who Are They? Penny Savers perceive themselves to be in fair health, but they have significantly worse physical and mental health scores. Most have attended or graduated from high school. They are twice as likely as other segments to be African American - over 23%. How Do They Use Health Care Services? Penny Savers use many health care services including the ER, outpatient clinics, health care information or physician referral lines, health education talks, and rehabilitation for illness or injury. Top preventive screenings include routine physicals, cancer screenings, cholesterol tests, imaging procedures, EKG, and bone density tests. Penny Savers visit optometrists, cardiologists, urologists, podiatrists and orthopedists. They suffer from all chronic conditions, and top conditions include arthritis (64%), allergies (58%), weight problems (48%), hypertension (47%), high cholesterol (37%), sleeping disorders (36%), and depression (30%). How Do They Make Health Care Decisions? Penny Savers are more likely than other segments to select a primary care physician based on a referral from another physician, the physician’s background and experience, and flexible physician hours. More than half of this group will travel no more than 10 to 20 minutes to see their primary care physician. They are moderately satisfied overall, but give “excellent” satisfaction ratings to items such as wait times, how much they are helped by care, advice about avoiding illness, and attention given to what they said. Penny Savers select hospitals for all reasons, but are more likely than other segments to select those that are recognized as “top” hospitals, recommended by their physicians, and those that offer a full range of care. How Should You Position Your Services? Penny Savers monitor their health, spend time making health care decisions, and consider themselves to be a good source of health care information. They research health care ratings, and most trust the ratings they receive from their physicians. They are twice as likely not to have insurance - 16% are uninsured. How Do You Reach Them? Penny Savers research medical conditions, prescription medications, physicians, and hospitals. They receive their information from mailings, newspapers, magazines, doctors, and hospitals. Penny Savers are not likely to notice health care advertising, but will respond to ads on the radio, in magazines, and in a mailing. 82 User’s Guide to Solucient’s HouseholdView Segmentation When marketing to Penny Savers, here is their overall Solucient Marketing Profile: Solucient Marketing Indices Health Status Index Service Utilization Index Acute Chronic Alternative Preventive Satisfaction Index Significantly Low Significantly High Significantly High Significantly High Normal Significantly High Normal Information Index Somewhat Low Research Health Care Somewhat High Use Internet for Health Care Significantly Low Media Responsiveness Index Traditional Media Non-Traditional Media Normal Significantly High Significantly Low 83 User’s Guide to Solucient’s HouseholdView Segmentation Outlet Shoppers (#38) MIDS 55 – 64 Single Female (With or Without Children) Lower Middle Income (Typically $25K - $50K) Who Are They? Outlet Shoppers perceive themselves to be in good or fair health, but tend to have significantly worse physical and mental health scores. Most are high school graduates or have attended some college. How Do They Use Health Care Services? Outlet Shoppers visit outpatient clinics, attend health education talks, undergo rehabilitation for illness or injury, and use menopausal treatments. Top preventive screenings include routine physicals, cancer screenings, cholesterol tests, EKGs, imaging procedures, and bone density tests. Outlet Shoppers visit optometrists, ophthalmologists, orthopedists, podiatrists, gastroenterologists, and cardiologists. They suffer from all chronic conditions and are three times more likely than other segments to suffer from diabetes and twice as likely to suffer from arthritis, osteoporosis, respiratory conditions, back problems, weight problems, hypertension, breast cancer and high cholesterol. How Do They Make Health Care Decisions? Outlet Shoppers are likely to select a primary care physician based on distance from home, affiliation with a hospital, and flexible physician hours. They give “good” or “very good” satisfaction ratings to most items relating to their medical care experience. They are most satisfied with wait times, how much they are helped by care, advice about avoiding illness, attention given to what they said, and overall quality of care. Outlet Shoppers select hospitals for all reasons, but are likely to select those that are recommended by their physicians, have a strong reputations, and offer a full range of care. How Should You Position Your Services? Outlet Shoppers are extremely loyal to their physicians, and rely on their physician’s advice to make health care decisions. They consider themselves a good source of health care information, and ask many questions during physician visits. They are somewhat likely to research health care ratings, and most trust the ratings they receive from their physicians and hospitals. Outlet Shoppers will find a great hospital Web site to be at least somewhat useful, but it will have little influence on their hospital preference decision. How Do You Reach Them? Outlet Shoppers research health plans and prescription medications. They are likely to receive information from mailings, newspapers, magazines, and medical journals. They notice health care advertising on the Internet, and will respond to advertisements in magazines, mailings, or from a physician’s office. 84 User’s Guide to Solucient’s HouseholdView Segmentation When marketing to Outlet Shoppers, here is their overall Solucient Marketing Profile: Solucient Marketing Indices Health Status Index Service Utilization Index Acute Chronic Alternative Preventive Satisfaction Index Somewhat Low Somewhat High Normal Significantly High Somewhat Low Significantly High Somewhat High Information Index Somewhat Low Research Health Care Somewhat Low Use Internet for Health Care Somewhat Low Media Responsiveness Index Traditional Media Non-Traditional Media Somewhat Low Somewhat Low Normal 85 User’s Guide to Solucient’s HouseholdView Segmentation Salon Setters (#39) MIDS 55 – 64 Single Female (With or Without Children) Upper Middle Income (Typically $50K - $100K) Who Are They? Salon Setters perceive themselves to be in very good health, and they tend to have significantly better physical and mental health scores. Most are high school graduates or have attended some college. They are also twice as likely to have completed some postgraduate work. How Do They Use Health Care Services? Salon Setters visit urgent care centers, attend fitness or wellness programs, undergo rehabilitation for illness or injury, and use menopausal treatments and herbal remedies. Top preventive screenings include cancer screenings, routine physicals, cholesterol tests, EKGs, and bone density tests. Salon Setters are more likely to visit optometrists, ophthalmologists, orthopedists, and dermatologists. They suffer from all chronic conditions, but top conditions include allergies (52%), arthritis (48%), hypertension or high blood pressure (41%), weight problems (37%), and high cholesterol (27%). How Do They Make Health Care Decisions? Salon Setters are more likely to select a primary care physician based on distance from home or work, referrals from a physician, hospital affiliation, and gender. Hospital affiliation and physician referrals are top reasons for selecting a specialist. They give “very good” satisfaction ratings to most issues relating to their medical care experience and are most satisfied with how much they are helped by care, the physician staff, attention given to what they said, and overall quality of care. Salon Setters select hospitals for many different reasons, but are more likely to select ones that have a strong reputation, are most technologically advanced, and those that are recommended by their physician. How Should You Position Your Services? Salon Setters go in for their routine physicals and monitor their health. They consider themselves a good source of health care information, and ask many questions during physician visits. A well-executed hospital Web site with the ability to access test results and order prescription refills will be very useful, but it will have little or no influence on their hospital preference decision. This group is willing to pay more out-of-pocket each month to see a specialist more easily. 86 User’s Guide to Solucient’s HouseholdView Segmentation How Do You Reach Them? Salon Setters research medical conditions and prescription medications. They are more likely to receive their information from the Internet and medical journals. They are Internet-savvy and surf the Web to visit their health plan’s Web site and to order health and beauty aids, over-the-counter medications, and prescriptions. They are most interested in information on controlling cholesterol and scheduling preventive screenings. Salon Setters notice health care advertising in newspapers, magazines, or direct mailings, but will also respond to advertisements on television. When marketing to Salon Setters, here is their overall Solucient Marketing Profile: Solucient Marketing Indices Health Status Index Service Utilization Index Acute Chronic Alternative Preventive Satisfaction Index Normal Significantly High Normal Significantly High Normal Significantly High Normal Information Index Normal Research Health Care Normal Use Internet for Health Care Normal Media Responsiveness Index Traditional Media Non-Traditional Media Somewhat Low Normal Somewhat Low 87 User’s Guide to Solucient’s HouseholdView Segmentation Spa Goers (#40) MIDS 55 – 64 Single Female (With or Without Children) Upper Income (Typically > $100K) Who Are They? Spa Goers perceive themselves to be in very good or good health, and they tend to have significantly better physical and mental health scores than other adults their age. Most have attended or graduated from college, and more than one-third have done post-graduate work. Over 60% of individuals in this segment make donations annually to health care organizations. How Do They Use Health Care Services? Spa Goers visit ERs and outpatient clinics, attend health education talks, undergo rehabilitation for illness or injury, and use menopausal and alternative therapy treatments. Top preventive screenings include routine physicals, cancer screenings, cholesterol tests, and EKGs. Spa Goers are more likely to visit all specialists and top physician specialists include optometrists, ophthalmologists, cardiologists, podiatrists, orthopedists, and dermatologists. They suffer from all chronic conditions and top conditions include weight problems (45%), hypertension or high blood pressure (41%), allergies (35%), arthritis (35%), and high cholesterol (33%). How Do They Make Health Care Decisions? Spa Goers select a primary care physicians based on a longstanding relationship, referrals from a physician, doctor’s background and experience, and hospital affiliation. They give “excellent” satisfaction ratings to most issues relating to their medical care experience. They are most satisfied with ease of making appointments, amount of time spent with physicians, how much they are helped by care, the physician staff, attention given to what they said, and overall quality of care. Spa Goers select hospitals for all reasons, but are likely to select those that have a strong reputation, are most technologically advanced, are recommended by their physicians, and those that offer a full range of care or are recognized as a “top” hospital. They are more likely than other segments to be influenced by a hospital’s designation as “top”, and they are willing to travel out-of-state to receive care from a “top” hospital. 88 User’s Guide to Solucient’s HouseholdView Segmentation How Should You Position Your Services? Spa Goers are physician-loyal consumers who rely on their physician’s advice to make health care decisions, follow their physician’s instructions to the letter, and ask many questions during physician visits. They monitor their health, like to attend health care meetings, and consider themselves a good source of health care information. Spa Goers want the best quality even if they have to pay more – they are five times more likely than other segments to pay 50% more for a higher-priced hospital. They are very likely to research health care ratings and most trust ratings from their doctor. A well-executed hospital Web site would not be useful to this group and would have little or no influence on their hospital preference decision. This group is willing to pay more out-of-pocket each month for a better prescription plan. How Do You Reach Them? Spa Goers research medical conditions, physicians, and prescription medications. They receive information from the Internet, physicians, print media, and pharmacists. They are Internet-savvy and use the Web for physician referrals, to order prescriptions, and to research ratings of local plans, hospitals and systems. Spa Goers notice health care advertising on the radio, in magazines, direct mailings, from family and friends, in the doctor’s office, and on the Internet. They will respond to advertisements on the Internet, in print media, from family and friends and from the physician’s office. When marketing to Spa Goers, here is their overall Solucient Marketing Profile: Solucient Marketing Indices Health Status Index Service Utilization Index Acute Chronic Alternative Preventive Satisfaction Index Somewhat High Significantly High Somewhat Low Significantly High Significantly High Significantly High Somewhat High Information Index Somewhat High Research Health Care Somewhat High Use Internet for Health Care Significantly High Media Responsiveness Index Traditional Media Non-Traditional Media Significantly High Somewhat High Significantly High 89 User’s Guide to Solucient’s HouseholdView Segmentation Making Do (#41) MIDS 55 – 64 Married (With or Without Children) Lower Income (Typically < $25K) Who Are They? Making Do perceive themselves to be in good health, but are more likely to have significantly worse physical and mental health scores. They most likely have a high school level education. How Do They Use Health Care Services? Making Do visit outpatient clinics, receive treatment for mental health, and are ten times more likely to attend a smoking cessation program. Top preventive screenings include routine physicals, cholesterol tests, imaging procedures, EKGs, and cancer screenings. Making Do are likely to visit optometrists, ophthalmologists, cardiologists, orthopedists, and ENTs. They suffer from all chronic conditions, but are at least twice as likely as other segments to suffer from weight problems (59%), arthritis (44%), back problems (34%), ulcers (29%), respiratory conditions (24%), heart disease (21%), and breast cancer (4%). They are five times more likely to have diabetes (40%). How Do They Make Health Care Decisions? Making Do select a primary care physician based referrals from a physician, or a friend or relative, doctors background and experience, and affiliation with a hospital or health system. They give “very good” satisfaction ratings to most items relating to their medical care experience, and are most satisfied with ease of making appointments, the physician staff, and overall quality of care. Making Do select hospitals for all reasons, but are more likely to select those that have good doctors and nurses, a strong reputation, those that are recommended by their physician, and those that offer a full range of care. How Should You Position Your Services? Making Do are told they do not take care of themselves and must be urged to seek treatment. They feel they are too busy to get the care they need, but worry something is really wrong when they are in pain. They are somewhat likely to research health care ratings and trust ratings from all health care sources including their doctors, hospitals, and health plans. A well-executed hospital Web site would not be useful to this group, and would have little or no influence on their hospital preference decision. How Do You Reach Them? Making Do research prescription medications most often. They receive information from their physicians, pharmacists, direct mailings, and print media. Over 50% are interested in information on controlling cholesterol. Making Do are less likely to notice health care advertising in general, but will respond to advertisements in a direct mailing or from a physician’s office. 90 User’s Guide to Solucient’s HouseholdView Segmentation When marketing to Making Do, here is their overall Solucient Marketing Profile: Solucient Marketing Indices Health Status Index Service Utilization Index Acute Chronic Alternative Preventive Satisfaction Index Somewhat Low Somewhat High Normal Significantly High Significantly Low Somewhat High Normal Information Index Somewhat Low Research Health Care Normal Use Internet for Health Care Significantly Low Media Responsiveness Index Traditional Media Non-Traditional Media Somewhat High Significantly Low Significantly High 91 User’s Guide to Solucient’s HouseholdView Segmentation Sunsetter (#42) MIDS 55 – 64 Married (With or Without Children) Lower Middle Income (Typically $25K - $50K) Who Are They? Sunsetters perceive themselves to be in good health, but are more likely to have significantly worse physical health scores and significantly better mental health scores. They likely have a high school education. How Do They Use Health Care Services? Sunsetters do not use many preventive services, but do visit outpatient clinics. Top preventive screenings include routine physicals, cholesterol tests, EKGs, and cancer screenings. Sunsetters are likely to visit optometrists and ophthalmologists, cardiologists, and podiatrists. They suffer from all chronic conditions, and are at least twice as likely to suffer from hypertension or high blood pressure (49%), arthritis (45%), high cholesterol (40%), diabetes (17%), heart disease (17%), Osteoporosis (10%), and enlarged prostate (9%). How Do They Make Health Care Decisions? Sunsetters select a primary care physician based on a longstanding relationship, referrals from a physician, doctor’s background and experience, and affiliation with a hospital or health system. They give “very good” satisfaction ratings to most items relating to their medical care experience, and are most satisfied with wait times, how much they are helped by care, and overall quality of care. Sunsetters select hospitals for all reasons, but are likely to select those that are recommended by their physician, have a strong reputation, offer a full range of care, and those that are recognized as “top”. How Should You Position Your Services? Sunsetters monitor their health, feel a great sense of loyalty to their physicians, spend time making health care decisions, but also rely on guidance from their physicians. They are not likely to research health care ratings. A well-executed hospital Web site would be only somewhat useful to this group and would have little or no influence on their hospital preference decision. How Do You Reach Them? Sunsetters do not typically research health care. Any information they receive comes from physicians, pharmacists, direct mailings, and print media. Sunsetters are less likely to notice health care advertising, but will respond to advertisements on television. They are least likely to notice or respond to advertisements on the radio and the Internet. 92 User’s Guide to Solucient’s HouseholdView Segmentation When marketing to Sunsetters, here is their overall Solucient Marketing Profile: Solucient Marketing Indices Health Status Index Service Utilization Index Acute Chronic Alternative Preventive Satisfaction Index Somewhat Low Somewhat High Somewhat High Significantly High Somewhat Low Somewhat High Somewhat High Information Index Normal Research Health Care Normal Use Internet for Health Care Somewhat Low Media Responsiveness Index Traditional Media Non-Traditional Media Somewhat Low Somewhat Low Somewhat Low 93 User’s Guide to Solucient’s HouseholdView Segmentation Cruise Wear (#43) MIDS 55 – 64 Married (With or Without Children) Upper Middle Income (Typically $50K - $100K) Who Are They? Cruise Wear are more likely to perceive themselves to be in good health, and they are right – this group has “significantly better” physical and mental health scores when compared to other adults their age. They are more likely than other segments to be high school graduates or have attended some college. How Do They Use Health Care Services? Cruise Wear may have had menopausal treatment, rehabilitation for an illness or injury, or used herbal treatments. They are likely to have routine exams, cholesterol tests, mammograms, EKGs, and imaging procedures. They visit optometrists, ophthalmologists, alternative care physicians, cardiologists, dermatologists, and orthopedists. Cruise Wear suffer from all chronic conditions including allergies (38%), arthritis (37%), weight problems (36%), high cholesterol (35%), and hypertension or high blood pressure (31%). How Do They Make Health Care Decisions? Cruise Wear choose physicians based on longstanding relationships, referral by a friend, referral from their physician, hospital affiliation, or doctors background and experience. They give “very good” satisfaction ratings to most items relating to their medical care experience and are most satisfied with wait times, ease of making appointments, how much they are helped by care, and overall quality of care. Cruise Wear select hospitals based on physician recommendations, reputation, hospitals with a full range of inpatient and outpatient care, and hospitals that are recognized as “top”. How Should You Position Your Services? Cruise Wear take responsibility for scheduling regular check ups and exams and are moderate users of regular care. They are relationship-driven. They tend to be more loyal to their physicians, rely on their advice, and ask many questions during their visit. They are interested in high quality care even if they have to pay more. Cruise Wear are somewhat likely to research health care ratings and most trust ratings from their physician. A well-executed hospital Web site would be somewhat useful to this group, but would have little or no influence on their hospital preference decision. How Do You Reach Them? Cruise Wear research health plans, hospitals, and physicians. They are likely to receive information from newspapers, magazines, medical journals, the Internet, and their doctors or pharmacists. They notice health care advertising in almost all media, except radio and television, and will respond best to direct mailings. 94 User’s Guide to Solucient’s HouseholdView Segmentation When marketing to Cruise Wear, here is their overall Solucient Marketing Profile: Solucient Marketing Indices Health Status Index Service Utilization Index Acute Chronic Alternative Preventive Satisfaction Index Normal Normal Normal Somewhat High Somewhat Low Somewhat High Somewhat High Information Index Normal Research Health Care Somewhat High Use Internet for Health Care Normal Media Responsiveness Index Traditional Media Non-Traditional Media Somewhat Low Somewhat Low Somewhat Low 95 User’s Guide to Solucient’s HouseholdView Segmentation Antiquers (#44) MIDS 55 – 64 Married (With or Without Children) Upper Income (Typically > $100K) Who Are They? Antiquers are more likely to perceive themselves to be in very good health and they are right – this group has “significantly better” physical and mental health scores when compared to other adults their age. The majority of this group have attended some college, but they are almost three times more likely than other segments to have a post-graduate degree (25%). How Do They Use Health Care Services? Antiquers visit outpatient clinics, attend health education talks, and may have had menopausal treatment. More than two-thirds have routine physicals and participate in other screenings including, cholesterol tests and cancer screenings. They are likely to visit optometrists, ophthalmologists, dermatologists, and gastroenterologists. Antiquers suffer from most chronic conditions. Top ailments include high cholesterol (39%), hypertension or high blood pressure (36%), weight problems (35%), allergies (34%), and arthritis (27%). How Do They Make Health Care Decisions? Antiquers choose their physicians based on longstanding relationships, referral from another physician, hospital affiliation, or doctor’s background and experience. They give “excellent” or “very good” satisfaction ratings to most items relating to their medical care experience. They are most satisfied with ease of making appointments, time spent with their physician, how much they are helped by care, physician staff, and overall quality of care. Antiquers select hospitals based on MD recommendations, reputation, those with the most advanced technology, and hospitals that are recognized as “top” providers. How Should You Position Your Services? Antiquers take responsibility for scheduling regular check ups and exams, and are moderate users of regular care. They feel a great sense of loyalty to their physician and ask many questions during their visit. They are interested in high quality care even if they have to pay more. Antiquers are very likely to research health care ratings and most trust ratings from their physician. They are more likely than other segments to travel to another state to receive care from a “top” rated hospital. A well-executed hospital Web site would be somewhat useful to this group and would have a moderate influence on their hospital preference decision. They are willing to pay more out-of-pocket each month for services that allow them to see a specialist more easily, and obtain a better prescription plan. Seventy five percent of this group would pay at least $30 for a diagnostic screening. 96 User’s Guide to Solucient’s HouseholdView Segmentation How Do You Reach Them? Antiquers research medical conditions and prescription medications. They are likely to receive information from newspapers, magazines, medical journals, the Internet, and their doctors or pharmacists. They have access to the Internet, and use it for physician referrals, to purchase health and beauty aids, and to order prescriptions. They notice health care advertising in newspapers, direct mailings and from friends and family, but are more likely to respond to health care advertisements on the radio and in newspapers. When marketing to Antiquers, here is their overall Solucient Marketing Profile: Solucient Marketing Indices Health Status Index Service Utilization Index Acute Chronic Alternative Preventive Satisfaction Index Somewhat High Normal Somewhat Low Normal Somewhat Low Significantly High Somewhat High Information Index Somewhat High Research Health Care Normal Use Internet for Health Care Somewhat High Media Responsiveness Index Traditional Media Non-Traditional Media Somewhat Low Normal Significantly Low 97 User’s Guide to Solucient’s HouseholdView Segmentation On Your Own (#45) SENIORS 65+ Single Male (With or Without Children) All Incomes Who Are They? On Your Own are likely to perceive themselves to be in good health, but actually have significantly better physical and mental health scores when compared to other adults their age. The majority of this group are high school graduates or have attended some college. How Do They Use Health Care Services? On Your Own visit the ER, outpatient clinics, and undergo rehabilitation for an illness or injury. They have routine physicals, cholesterol tests, colorectal and prostate cancer screenings, and EKGs. They are likely to visit optometrists, ophthalmologists, cardiologists, podiatrists, dermatologists, and gastroenterologists. On Your Own suffer from most chronic conditions, including hypertension or high blood pressure (49%), arthritis (39%), high cholesterol (36%), heart disease (31%), and enlarged prostate (28%). How Do They Make Health Care Decisions? On Your Own choose their physicians based on longstanding relationships, referral from a physician, or hospital affiliation. They give “excellent” satisfaction ratings to most items relating to their medical care experience. They are most satisfied with how much they are helped by care, physician staff, advice about avoiding illness, attention given to what they said, and overall quality of care. On Your Own are likely to select hospitals based on MD recommendations, those that offer a full range of care, and hospitals that are recognized as “top” providers. How Should You Position Your Services? On Your Own monitor their health, feel a great sense of loyalty to their physicians and ask many questions during their visits. They rely on their physician’s advice to make health care decisions and are more compulsive about exercise than others their age. They are interested in high quality care even if they have to pay more. On Your Own are not too likely to research health care ratings and a well-executed hospital Web site would not be useful to this group. It would not have an impact on their hospital preference decision. How Do You Reach Them? On Your Own do not typically research health care, but the information they do have is more likely to come from direct mailings, their doctors or pharmacists. They notice health care advertising in magazines. They respond to health care advertisements on TV, in magazines, newspapers, mailings, from family and friends, and from a physician’s office. 98 User’s Guide to Solucient’s HouseholdView Segmentation When marketing to On Your Own, here is their overall Solucient Marketing Profile: Solucient Marketing Indices Health Status Index Service Utilization Index Acute Chronic Alternative Preventive Satisfaction Index Somewhat Low Significantly High Significantly High Significantly High Significantly Low Somewhat Low Somewhat High Information Index Somewhat Low Research Health Care Normal Use Internet for Health Care Significantly Low Media Responsiveness Index Traditional Media Non-Traditional Media Somewhat High Significantly High Somewhat High 99 User’s Guide to Solucient’s HouseholdView Segmentation Playing Bingo (#46) SENIORS 65+ Single Female (With or Without Children) Lower Income (Typically < $25K) Who Are They? Playing Bingo perceive themselves to be in good or fair health, but actually have significantly worse physical health scores and significantly better mental health scores when compared to other adults their age. The majority of this group are high school graduates. They are three times more likely than other segments to reside in an apartment. How Do They Use Health Care Services? Playing Bingo visit the ER and attend health education talks. Top preventive screenings include routine physicals, mammograms, cholesterol tests and EKGs. They are likely to visit ophthalmologists, cardiologists, podiatrists, dermatologists, and orthopedists. Playing Bingo suffer from most chronic conditions, including arthritis (57%), hypertension or high blood pressure (52%), high cholesterol (37%), heart disease (26%), and Osteoporosis (22%). How Do They Make Health Care Decisions? Playing Bingo choose their physicians based on referrals from another physician, longstanding relationship or hospital affiliation. They give “very good” satisfaction ratings to most issues related to their medical care experience, and top satisfaction levels are around ease of making appointments, physician staff, overall quality of care, and timeliness of test results. Playing Bingo select hospitals based on reputation, physician recommendations, those that offer a full range of care, advanced technologically, and hospitals that are recognized as “top”. How Should You Position Your Services? Playing Bingo feel a great sense of loyalty to their physicians, rely on physicians for advice, and follow their physician’s instructions to the letter. Playing Bingo are not very likely to research health care ratings, but highly trust ratings they receive from their hospital, physician, and health plan. A well-executed hospital Web site would not be useful to this senior group. It would not have an impact on their hospital preference decision. How Do You Reach Them? In general, Playing Bingo do not research health care, but the information they do have is likely to come from direct mailings, their doctors or pharmacists. They are less likely to notice health care advertising, but are more likely to respond to health care advertisements in newspapers, magazines, or from a direct mailing. They are least likely to notice or respond to advertisements on the Internet or on the radio. 100 User’s Guide to Solucient’s HouseholdView Segmentation When marketing to Playing Bingo, here is their overall Solucient Marketing Profile: Solucient Marketing Indices Health Status Index Service Utilization Index Acute Chronic Alternative Preventive Satisfaction Index Significantly Low Significantly High Significantly High Significantly High Significantly Low Somewhat High Normal Information Index Significantly Low Research Health Care Significantly Low Use Internet for Health Care Significantly Low Media Responsiveness Index Traditional Media Non-Traditional Media Normal Somewhat High Normal 101 User’s Guide to Solucient’s HouseholdView Segmentation Golden Girl (#47) SENIORS 65+ Single Female (With or Without Children) Lower Middle Income (Typically $25K - $50K) Who Are They? Golden Girl perceive themselves to be in good or fair health, but actually have significantly worse physical health scores and significantly better mental health scores when compared to other adults their age. The majority of this group are high school graduates. How Do They Use Health Care Services? Golden Girl visit the ER, outpatient clinics, and undergo rehabilitation for an illness or injury. Top preventive screenings include routine physicals, mammograms, cholesterol tests, and EKGs. They are likely to visit ophthalmologists, cardiologists, podiatrists, dermatologists, and orthopedists. Golden Girl suffer from most chronic conditions, and top ones include arthritis (63%), hypertension or high blood pressure (55%), high cholesterol (35%), weight problems (34%), and Osteoporosis (22%). How Do They Make Health Care Decisions? Golden Girl choose their physicians based on referrals from another physician, longstanding relationships, doctor’s background and experience, or hospital affiliation. They give “excellent” satisfaction ratings to most items relating to their medical care experience and top satisfaction ratings to physician staff, advice about avoiding illness, attention given to what they said, and overall quality of care. Golden Girl select hospitals with good doctors and nurses, based on reputation, those that offer a full range of care, hospitals with the most advanced technology, and those resulting from physician recommendations. How Should You Position Your Services? Golden Girl monitor their health, like to read books on health and fitness, and consider themselves a good source of health care information. Like most seniors, they feel a great sense of loyalty to their physicians, and rely on their physicians for advice. Golden Girl are not very likely to research health care ratings, but highly trust ratings they receive from their hospitals, physicians, and health plans. A well-executed hospital Web site would not be useful to this senior group, nor would it have an impact on their hospital preference decision. How Do You Reach Them? In general, Golden Girl do not research health care. The information they receive is likely to come from newspapers, magazines, direct mailings, their hospitals, doctors and pharmacists. They are less likely to notice health care advertising, but are more likely to respond to health care advertisements in magazines, from direct mailings, and on the Internet. They are least likely to respond to advertisements from family and friends. 102 User’s Guide to Solucient’s HouseholdView Segmentation When marketing to Golden Girl, here is their overall Solucient Marketing Profile: Solucient Marketing Indices Health Status Index Service Utilization Index Acute Chronic Alternative Preventive Satisfaction Index Significantly Low Significantly High Significantly High Significantly High Somewhat Low Significantly High Normal Information Index Significantly Low Research Health Care Somewhat Low Use Internet for Health Care Significantly Low Media Responsiveness Index Traditional Media Non-Traditional Media Somewhat High Normal Somewhat High 103 User’s Guide to Solucient’s HouseholdView Segmentation Afternoon Tea (#48) SENIORS 65+ Single Female (With or Without Children) Upper Middle Income (Typically $50K - $100K) Who Are They? Afternoon Tea are more likely to perceive themselves to be in good or fair health, but actually have significantly lower physical and mental health scores than other adults their age. The majority of this group are high school graduates. How Do They Use Health Care Services? Afternoon Tea participate in most preventive screenings including routine physicals, cholesterol tests, mammograms, and EKGs. They are more likely to visit optometrists, ophthalmologists, podiatrists and cardiologists. Afternoon Tea suffer from most chronic conditions, including arthritis (58%), hypertension or high blood pressure (52%), high cholesterol (43%), heart disease (23%), and back problems (22%). How Do They Make Health Care Decisions? Afternoon Tea are more likely to choose their physicians based on referrals from a friend or relative, another physician, longstanding relationships, distance from home, doctor’s background and experience, or hospital affiliation. They give “excellent” or “very good” satisfaction ratings to most issues relating to their medical care experience. Top satisfaction levels are around ease of making appointments, physician staff, advice about avoiding illness, attention given to what they said, and overall quality of care. Afternoon Tea select hospitals with good doctors and nurses, hospitals that offer a full range of care, hospitals with the most advanced technology, physician recommendations, and hospitals that are recognized as “top”. How Should You Position Your Services? Afternoon Tea are loyal to their physicians. They want the best quality care, even if it means having to pay more. Afternoon Tea are more likely than other senior segments to research health care ratings, but are more trustful of ratings they receive from their hospital, physician, and health plan. A comprehensive hospital Web site would not be useful to this senior group, nor would it have an impact on their hospital preference decision. This segment is willing to pay more out-of-pocket each month for better prescription plans. How Do You Reach Them? Afternoon Tea are likely to research prescription medications. Most of their information comes from newspapers, magazines, medical journals, direct mailings, their doctors or pharmacists. They are less likely to notice health care advertising in general, except for advertisements from family and friends. They are more likely to respond to health care advertisements from family and friends, and on the Internet. They are least likely to respond to advertisements on the radio or in a physician office setting. 104 User’s Guide to Solucient’s HouseholdView Segmentation When marketing to Afternoon Tea, here is their overall Solucient Marketing Profile: Solucient Marketing Indices Health Status Index Service Utilization Index Acute Chronic Alternative Preventive Satisfaction Index Somewhat Low Significantly High Significantly High Significantly High Significantly Low Significantly High Somewhat High Information Index Somewhat Low Research Health Care Somewhat Low Use Internet for Health Care Somewhat Low Media Responsiveness Index Traditional Media Non-Traditional Media Somewhat Low Significantly Low Somewhat Low 105 User’s Guide to Solucient’s HouseholdView Segmentation Days of Leisure (#49) SENIORS 65+ Single Female (With or Without Children) Upper Income (Typically > $100K) Who Are They? Days of Leisure perceive themselves to be in good health, but actually have significantly lower physical and mental health scores when compared to other adults their age. The majority of this group are high school graduates, but are nine times more likely than other segments to have only an 8th grade education. How Do They Use Health Care Services? Days of Leisure visit the ER and outpatient clinics, receive treatment for mental health, and attend fitness and wellness programs. They undergo rehabilitation for an illness or injury and enjoy yoga. Top preventive screenings include routine physicals, cholesterol tests, cancer screenings, bone density tests, imaging procedures, and EKGs. They are likely to visit ophthalmologists, optometrists, cardiologists, and orthopedists. Days of Leisure suffer from most chronic conditions. Top conditions include arthritis (55%), hypertension or high blood pressure (46%), high cholesterol (30%), osteoporosis (26%), and heart disease (21%). They are also more likely to suffer from sleeping disorders, respiratory conditions, ulcers, and back problems. They are six times more likely than other segments to have or have had breast cancer (9%). How Do They Make Health Care Decisions? Days of Leisure choose their physicians based on referrals from a friend or relative, referrals from other physicians, doctor’s background and experience, and hospital affiliation. They give “excellent” or “very good” satisfaction ratings to most issues relating to their medical care experience. Top satisfaction levels are based on wait times, ease of making appointments, physician staff, thoroughness of treatment, attention given to what they said, and overall quality of care. Days of Leisure are likely to select hospitals with good doctors and nurses, based on physician recommendations, hospitals with the most advanced technology, those that offer a full range of care, and hospitals that are recognized as “top” providers. How Should You Position Your Services? Days of Leisure monitor their health and are loyal to their physicians. They want the best quality care even if it means having to pay more. They are more likely than other senior segments to research health care ratings, and are very trustful of ratings they receive from their hospitals, physicians, and health plans. They are only moderately trustful of other sources of comparative information including quality measurement organizations. A wellexecuted hospital website would not be useful to this senior group, nor would it have an impact on their hospital preference decision. Days of Leisure are willing to pay more outof-pocket each month for better prescription plans. 106 User’s Guide to Solucient’s HouseholdView Segmentation How Do You Reach Them? Days of Leisure are not likely to research health care. They do receive information from newspapers, magazines, library books, their doctors or hospitals. They notice health care advertising in newspapers, magazines, from a direct mailing, from family and friends, and in their physician’s office. They are most likely to respond to health care advertisements from a direct mailing. When marketing to Days of Leisure, here is their overall Solucient Marketing Profile: Solucient Marketing Indices Health Status Index Service Utilization Index Acute Chronic Alternative Preventive Satisfaction Index Somewhat Low Significantly High Significantly High Significantly High Somewhat Low Significantly High Somewhat High Information Index Somewhat Low Research Health Care Somewhat Low Use Internet for Health Care Significantly Low Media Responsiveness Index Traditional Media Non-Traditional Media Significantly Low Significantly Low Significantly Low 107 User’s Guide to Solucient’s HouseholdView Segmentation Happy Harbors (#50) SENIORS 65 - 74 Married (With or Without Children) Lower Income (Typically < $25K) Who Are They? Happy Harbors are likely to perceive themselves to be in good health, but actually have significantly worse physical and mental health scores when compared to other adults their age. The majority of this group are high school graduates, but they are significantly more likely than other segments to have only an 8th grade education or have attended some high school. How Do They Use Health Care Services? Happy Harbors visit the ER, attend health education talks, and undergo rehabilitation for an illness or injury. Top preventive screenings include routine physicals, cholesterol tests, EKGs, cancer screenings, and imaging procedures. They are likely to visit ophthalmologists or optometrists, and are twice as likely to visit cardiologists, orthopedists, and oncologists. Happy Harbors suffer from most chronic conditions including arthritis (58%), hypertension or high blood pressure (48%), high cholesterol (47%), weight problems (30%), and ulcers (21%). They are also more likely to suffer from skin conditions, heart disease, osteoporosis, respiratory conditions, skin cancer, diabetes, and back problems. They are six times more likely to have had a stroke (12%). How Do They Make Health Care Decisions? Happy Harbors are likely to choose physicians based on referrals from another physician, doctor’s background and experience or hospital affiliation. They give “very good” satisfaction ratings to most items relating to their medical care experience. Top satisfaction ratings are based on wait times, how much they were helped by care, advice about avoiding illness, thoroughness of treatment, and overall quality of care. Happy Harbors select hospitals based on reputation, physician recommendations, advanced technologically, full range of care, and those that are recognized as “top”. How Should You Position Your Services? Happy Harbors monitor their health and feel a great sense of loyalty to their physicians. They ask many questions during physician visits and want the best quality care even if it means paying more. They are not likely to research health care ratings. A well-executed hospital Web site would not be useful to this senior group, and it would not have an impact on their hospital preference decision. Happy Harbors are willing to pay more out-ofpocket each month for better prescription plans. 108 User’s Guide to Solucient’s HouseholdView Segmentation How Do You Reach Them? Happy Harbors are unlikely to research health care in general, but do receive information from their doctors and pharmacists. They are interested in information on controlling cholesterol and are most likely to notice health care advertising from family and friends. They will, however, respond to advertisements in many media channels including newspapers, magazines, direct mailings, or from family and friends. When marketing to Happy Harbors, here is their overall Solucient Marketing Profile: Solucient Marketing Indices Health Status Index Service Utilization Index Acute Chronic Alternative Preventive Satisfaction Index Somewhat Low Significantly High Significantly High Significantly High Significantly Low Somewhat High Somewhat High Information Index Significantly Low Research Health Care Somewhat Low Use Internet for Health Care Significantly Low Media Responsiveness Index Traditional Media Non-Traditional Media Normal Somewhat High Normal 109 User’s Guide to Solucient’s HouseholdView Segmentation Touring the Country (#51) SENIORS 65 - 74 Married (With or Without Children) Lower Middle Income (Typically $25K - $50K) Who Are They? Touring the Country are likely to perceive themselves to be in good health, but aren’t giving themselves enough credit. These aging seniors actually have significantly better physical and mental health scores when compared to other adults their age. The majority of this group are high school graduates. Fifty-four percent of them have made donations to health care organizations in the past year. How Do They Use Health Care Services? Touring the Country call health care information lines, attend health education talks, and undergo rehabilitation for an illness or injury. Top preventive screenings include routine physicals, cholesterol tests, EKGs, cancer screenings, and imaging procedures. They are twice as likely to visit ophthalmologists, cardiologists, dermatologists, oncologists, and urologists. Touring the Country suffer from many chronic conditions. Predominant conditions include arthritis (49%), hypertension or high blood pressure (47%), high cholesterol (47%), weight problems (29%), and back problems (20%). They are also more than twice as likely as other segments to suffer from heart disease, osteoporosis, stroke, skin, breast and other cancers, and diabetes. How Do They Make Health Care Decisions? Touring the Country are likely to choose their physicians based on longstanding relationships, referrals from another physician, doctor’s background and experience and hospital affiliation. They give “excellent” or “very good” satisfaction ratings to most items relating to their medical care experience, and top satisfaction levels are around wait times, physician staff, thoroughness of treatment, and overall quality of care. Touring the Country are likely to select hospitals based on reputation, physicians’ recommendations, advanced technology, full range of care, helpful information, and those that are recognized as “top” providers. How Should You Position Your Services? Touring the Country monitor their health and spend time making health care decisions. They feel a great sense of loyalty to their physicians, and rely on their physicians to help them make their health care decisions. They are more compulsive about exercise than other seniors and ask many questions during physician visits. They want the best quality care even if they have to pay more for it. Touring the Country may research health care ratings, but only trust ratings from their doctors, hospitals and health plans. A wellexecuted hospital Web site would not be useful to them and would not have an impact on their hospital preference decision. 110 User’s Guide to Solucient’s HouseholdView Segmentation How Do You Reach Them? Touring the Country are likely to research prescription medications. They receive information from medical journals, direct mailings, their doctors, and pharmacists. They are interested in information on controlling cholesterol. They are most likely to notice health care advertising from family and friends. They respond to advertisements in many media channels including newspapers, magazines, direct mailings, from family and friends, and from their physician’s office. When marketing to Touring the Country, here is their overall Solucient Marketing Profile: Solucient Marketing Indices Health Status Index Service Utilization Index Acute Chronic Alternative Preventive Satisfaction Index Somewhat Low Somewhat High Significantly High Significantly High Significantly Low Significantly High Somewhat High Information Index Somewhat Low Research Health Care Somewhat Low Use Internet for Health Care Significantly Low Media Responsiveness Index Traditional Media Non-Traditional Media Normal Normal Normal 111 User’s Guide to Solucient’s HouseholdView Segmentation Enjoying Life (#52) SENIORS 65 - 74 Married (With or Without Children) Upper Middle Income (Typically $50K - $100K) Who Are They? Enjoying Life perceive themselves to be in very good health. They have significantly better physical health scores and somewhat better mental health scores than other adults their age. The majority of this group attended some college, and they are also likely to have done some post-graduate work. How Do They Use Health Care Services? Enjoying Life attend fitness or wellness programs and undergo rehabilitation or physical therapy for an illness or injury. They are at least twice as likely as other segments to have bone density tests, cardiovascular stress tests, cholesterol tests, EKGs, and cancer screenings including skin, colorectal, and prostate. They are three times more likely to see a cardiologist and twice as likely to visit an ophthalmologist, dermatologist, or urologist. Enjoying Life suffer from most chronic conditions, but top ones include high cholesterol (50%), arthritis (42%), hypertension or high blood pressure (39%), heart disease (22%), and ulcers (20%). They are also very likely to suffer from skin conditions, osteoporosis, back problems, stroke, kidney disease, skin cancer, diabetes, and enlarged prostate. How Do They Make Health Care Decisions? Enjoying Life choose their physicians based on longstanding relationships and doctor’s background and experience. They give “very good” satisfaction ratings to most issues relating to their medical care experience - top ratings are for wait times, physician staff, how much they were helped by care, and attention given to what they said. Enjoying Life are likely to select hospitals based on reputation, physician recommendations, full range of care, and those that are recognized as “top”. Fifty percent of this group would pay more for higher-priced hospital care. Designation as a “Top” hospital has a major impact on their hospital preference decision. How Should You Position Your Services? Enjoying Life monitor their health and feel a great sense of loyalty to their physicians. They rely on their physicians to help them make health care decisions. They follow their physician’s instructions to the letter. They want the best quality care even if it means having to pay more. Enjoying Life are less likely to research health care ratings, highly trust ratings from their doctors, and somewhat trust ratings from quality measurement organizations. A well-executed hospital Web site with the ability to ask a nurse a question, request a non-urgent appointment, access test results, and order prescription refills would be somewhat useful to this group, and have an impact on their hospital preference decision. They, like most senior segments, are willing to pay more each month for better prescription plans. They are also willing to pay at least $30 out of pocket for a diagnostic screening or risk assessment. 112 User’s Guide to Solucient’s HouseholdView Segmentation How Do You Reach Them? Enjoying Life research health plans and prescription medications. They receive their information from direct mailings, their doctors and pharmacists. They do use the Internet to some degree – mostly to order prescription drugs. Roughly one-half of this group would like to receive information about controlling cholesterol. They notice health care advertising on television and from direct mailings. They will respond to ads in many media channels including television, newspapers, magazines, direct mailings, and from family and friends. When marketing to Enjoying Life, here is their overall Solucient Marketing Profile: Solucient Marketing Indices Health Status Index Service Utilization Index Acute Chronic Alternative Preventive Satisfaction Index Somewhat High Somewhat High Somewhat High Significantly High Significantly Low Somewhat High Normal Information Index Normal Research Health Care Normal Use Internet for Health Care Normal Media Responsiveness Index Traditional Media Non-Traditional Media Significantly High Significantly High Somewhat High 113 User’s Guide to Solucient’s HouseholdView Segmentation Time to Travel (#53) SENIORS 65 - 74 Married (With or Without Children) Upper Income (Typically > $100K) Who Are They? Time to Travel perceive themselves to be in very good or good health and they are right. They actually have significantly better physical and mental health scores than other adults their age. The majority of this senior group has a post graduate degree! Fifty-three percent have made donations to health care organizations in the past year. How Do They Use Health Care Services? Time to Travel visit outpatient clinics, attend health education talks, fitness, and wellness programs. They are at least twice as likely as other segments to have bone density tests, cardiovascular stress tests, cholesterol tests, EKGs, and cancer screenings including skin, breast, colorectal, and prostate. They are more than twice as likely to visit a cardiologist, oncologist, ophthalmologist, dermatologist, podiatrist, ENT, or urologist. Time to Travel suffer from most chronic conditions, and primary conditions include high cholesterol (44%), hypertension or high blood pressure (42%), arthritis (41%), heart disease (17%), and enlarged prostate (16%). They are also more likely to suffer from skin conditions, osteoporosis, respiratory conditions, back problems, skin, breast and other cancers, and diabetes. How Do They Make Health Care Decisions? Time to Travel choose their physicians based on longstanding relationships, referrals, and hospital affiliation. They give “excellent” or “very good” satisfaction ratings to most items relating to their medical care experience. Top satisfaction levels are given to ease of making appointments, physician staff, advice about avoiding illness, and timeliness of receiving test results. Time to Travel are likely to select hospitals based on reputation, physician recommendations, superior technology, range of care, and recognition as “top” hospital. Designation as a “Top” hospital has a major impact on their hospital preference decision and this group is more willing to travel out of state to receive care at a “top” hospital. How Should You Position Your Services? Time to Travel monitor their health and like to read books on health and fitness. They feel a great sense of loyalty to their physicians and rely on their physicians to help them make health care decisions. They follow their physician’s instructions to the letter. They are enthusiastic about exercise and ask many questions during physician visits. Time to Travel are one of the only senior segments that are very likely to research health care ratings, but only trust ratings from their doctors and hospitals. A well-executed hospital Web site may be somewhat useful to this group, but would have little or no impact on their hospital preference decision. They are willing to pay at least $30 out-of-pocket for a diagnostic screening or risk assessment. 114 User’s Guide to Solucient’s HouseholdView Segmentation How Do You Reach Them? Time to Travel may research health plans and prescription medications. They receive information from newspapers, magazines, medical journals, direct mailings, report cards, their doctors and pharmacists. They are more likely than other segments to have access to the Internet and use it to order prescription drugs. They notice health care advertising in newspapers, magazines, and from direct mailings. They are not likely to respond to health care advertisements. The lowest response is from radio and physician office ads. When marketing to Time to Travel, here is their overall Solucient Marketing Profile: Solucient Marketing Indices Health Status Index Service Utilization Index Acute Chronic Alternative Preventive Satisfaction Index Somewhat High Somewhat High Normal Significantly High Significantly Low Significantly High Somewhat High Information Index Normal Research Health Care Normal Use Internet for Health Care Normal Media Responsiveness Index Traditional Media Non-Traditional Media Significantly Low Significantly Low Significantly Low 115 User’s Guide to Solucient’s HouseholdView Segmentation Earlybird Specials (#54) SENIORS 75+ Married (With or Without Children) Lower Income (Typically < $25K) Who Are They? Earlybird Specials perceive themselves to be in fair or good health. They have significantly worse physical health scores and significantly better mental health scores when compared to other adults their age. The majority of this senior group has a high school degree, but they are also likely than other segments to have completed only some high school or finished 8th grade. How Do They Use Health Care Services? Earlybird Specials use home health services, visit ERs, and outpatient clinics, and undergo rehabilitation for an illness or injury. They are at least twice as likely as other segments to have cardiovascular stress tests, EKGs, and cancer screenings. They are three times more likely to visit a cardiologist or oncologist. Earlybird Specials suffer from most chronic conditions-top conditions include arthritis (50%), hypertension or high blood pressure (40%), high cholesterol (29%), heart disease (24%), and diabetes (21%). They are also more likely to suffer from skin conditions, osteoporosis, back problems, stroke, and skin cancer. How Do They Make Health Care Decisions? Earlybird Specials are likely to choose their physicians based on referrals and hospital affiliation. They give “good” or “very good” satisfaction ratings to most issues relating to their medical care experience. Top satisfaction levels are for wait times, how much they were helped by care, thoroughness of treatment, and overall quality of care. Earlybird Specials are likely to select hospitals that are nearby, based on physician recommendations, offer a full range of care, and those that provide helpful information. How Should You Position Your Services? Earlybird Specials feel a great sense of loyalty to their physicians and follow their physician’s instructions to the letter. They consider themselves a good source of health care information and want the best quality even if they have to pay more. Earlybird Specials are not likely to research health care ratings. A well-executed hospital Web site may be somewhat useful to this group, but would have little or no impact on their hospital preference decision.. How Do You Reach Them? Earlybird Specials occasionally research hospitals. They receive information from newspapers, magazines, direct mailings, their doctors, hospitals and pharmacists. They are less likely to notice health care advertising, but may respond to some health care advertisements on television, in newspapers, or from a direct mailing. 116 User’s Guide to Solucient’s HouseholdView Segmentation When marketing to Earlybird Specials, here is their overall Solucient Marketing Profile: Solucient Marketing Indices Health Status Index Service Utilization Index Acute Chronic Alternative Preventive Satisfaction Index Somewhat Low Significantly High Significantly High Significantly High Significantly Low Somewhat Low Normal Information Index Significantly Low Research Health Care Somewhat Low Use Internet for Health Care Significantly Low Media Responsiveness Index Traditional Media Non-Traditional Media Somewhat Low Somewhat Low Significantly Low 117 User’s Guide to Solucient’s HouseholdView Segmentation Restful Retirement (#55) SENIORS 75+ Married (With or Without Children) Lower Middle Income (Typically $25K - $50K) Who Are They? Restful Retirement perceive themselves to be in fair or good health, and actually have significantly worse physical health scores and significantly better mental health scores when compared to other adults their age. The majority of this senior group have a high school degree. How Do They Use Health Care Services? Restful Retirement use home health services, visit ERs and outpatient clinics, attend health education talks, and undergo rehabilitation for illness or injury. They are at least twice as likely as other segments to have bone density tests, EKGs, and cancer screenings. They are more than three times as likely to visit a cardiologist or oncologist. Over 20% have visited an urologist in the past year. Restful Retirement suffer from most chronic conditions; and top ones include arthritis (50%), hypertension or high blood pressure (46%), high cholesterol (34%), heart disease (24%), enlarged prostate (21%), and skin cancer (20%). They are also more likely to suffer from skin conditions, osteoporosis, back problems, and stroke. How Do They Make Health Care Decisions? Restful Retirement choose their physicians based on physician referrals and hospital affiliation. They give “excellent” or “very good” satisfaction ratings to most items relating to their medical care experience. Top satisfaction levels are given to ease of making appointments, caliber of physician staff, overall quality of care, and timeliness of test results. Restful Retirement are more likely to select hospitals that are nearby, physician recommendations, offer a full range of care, and those that are recognized as “top”. They are more likely than other senior segments to go to the hospital their doctor recommends – without voicing an opinion about their preferred hospital. How Should You Position Your Services? Restful Retirement, like most seniors, feel a great sense of loyalty to their physicians and follow physician instructions to the letter. They want the best quality even if they have to pay more, are more compulsive about exercise, and ask many questions during physician visits. Restful Retirement are not likely to research health care ratings, but do trust ratings they receive from their hospitals, doctors, and health plans. A great hospital Web site is not useful to this group. It has little or no impact on their hospital preference decision. 118 User’s Guide to Solucient’s HouseholdView Segmentation How Do You Reach Them? Restful Retirement do not research health care and are less likely to notice health care advertising. However, they may respond to health care advertisements in newspapers, magazines, or from a direct mailing. They are least likely to respond to advertisements on the Internet, or from family and friends. When marketing to Restful Retirement, here is their overall Solucient Marketing Profile: Solucient Marketing Indices Health Status Index Service Utilization Index Acute Chronic Alternative Preventive Satisfaction Index Somewhat Low Significantly High Significantly High Significantly High Significantly Low Somewhat High Somewhat High Information Index Significantly Low Research Health Care Somewhat Low Use Internet for Health Care Significantly Low Media Responsiveness Index Traditional Media Non-Traditional Media Somewhat Low Somewhat Low Significantly Low 119 User’s Guide to Solucient’s HouseholdView Segmentation Golden Years (#56) SENIORS 75+ Married (With or Without Children) Upper Middle or Upper Income (Typically > $50K) Who Are They? Golden Years perceive themselves to be in fair or good health, but have significantly better physical and mental health scores than other adults their age. The majority of this group attended some college, and they are also three times more likely than other segments to have done post-graduate work. Over 60% have made donations to health care organizations in the past year. How Do They Use Health Care Services? Golden Years use home health services, visit ERs and outpatient clinics, attend fitness and wellness programs. They are at least twice as likely as other segments to have bone density tests, cardiovascular stress tests, EKGs, and cancer screenings. They are three times more likely to visit a cardiologist, dermatologist, or urologist. Golden Years suffer from most chronic conditions. Top conditions include arthritis (50%), hypertension or high blood pressure (45%), high cholesterol (36%), heart disease (24%), enlarged prostate (24%), and skin cancer (22%). They are also likely to suffer from skin conditions, osteoporosis, stroke, kidney disease, breast and other cancers, and diabetes. How Do They Make Health Care Decisions? Golden Years choose their physicians based on longstanding relationships, other physician referrals, doctor’s background and experience, and hospital affiliation. They give “excellent” or “very good” satisfaction ratings to most items relating to their medical care experience-top satisfaction levels are for ease of making appointments, physician staff, attention given to what they said, and overall quality of care. Golden Years are likely to select hospitals that are nearby, based on physician recommendations, offer a full range of care, and those that are recognized as “top”. Designation as a “Top” hospital may have a major impact on their hospital preference decision. Over 30% are willing to pay more for higher priced hospital care. They are more likely than other senior segments to go to the hospital their doctor recommends – without voicing an opinion about their preferred hospital. How Should You Position Your Services? Golden Years feel a great sense of loyalty to their physicians and follow physician instructions to the letter. They monitor their health, like to read books on health and fitness, and consider themselves a good source of health care information. They want the best quality even if they have to pay more. They are enthusiastic about exercise and ask many questions during physician visits. Golden Years are very likely to research health care ratings and they trust ratings they receive from their doctors and health plans. 120 User’s Guide to Solucient’s HouseholdView Segmentation How Do You Reach Them? Golden Years do not research health care, but do receive information from a variety of resources including newspapers, magazines, medical journals, direct mailings, their hospitals, physicians, and pharmacists. They are not likely to notice or respond to health care advertising. The least effective media in reaching these consumers is with the radio, Internet, and newspapers. When marketing to Golden Years, here is their overall Solucient Marketing Profile: Solucient Marketing Indices Health Status Index Service Utilization Index Acute Chronic Alternative Preventive Satisfaction Index Somewhat Low Significantly High Significantly High Significantly High Significantly Low Somewhat High Somewhat High Information Index Somewhat Low Research Health Care Somewhat Low Use Internet for Health Care Somewhat Low Media Responsiveness Index Traditional Media Non-Traditional Media Significantly Low Significantly Low Somewhat Low 121