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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

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                                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,

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                                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:


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                                  User’s Guide to Solucient’s HouseholdView Segmentation


                                 HouseholdView Reference Chart
HouseholdView MegaGroup   HouseholdView Segment         Age     HH Composition   HH Income
STARTERS                  01. Partying Pals             18-34   SM               L, LM
                          02. Work Hard Play Hard       18-34   SM               UM, U
                          03. Starting Off              18-34   SF               L
                          04. Happily Single            18-34   SF               LM
                          05. Off & Running             18-34   SF               UM, U
                          06. Soccer Dads               18-54   SMK              all
                          07. Carpool Moms              18-34   SFK              all
                          08. New Beginnings            18-24   M/MK             all
                          09. Growing Up                25-34   MK               L
                          10. Moving Up                 25-34   MK               LM
                          11. Combined Resources        25-34   MK               UM
                          12. Great Expectations        25-34   MK               U
                          13. Enjoy Your Time           25-34   M                L, LM
                          14. Settling Down             25-34   M                UM, U
ACHIEVERS                 15. Sports Corner             35-54   SM               L, LM
                          16. Living Large              35-54   SM               UM, U
                          17. Flying Solo               35-54   SF               L
                          18. Day by Day                35-54   SF               LM
                          19. On Her Own                35-54   SF               UM
                          20. Made Her Way              35-54   SF               U
                          21. Balancing Act             35-44   SFK              all
                          22. Coupon Clippers           35-44   MK               L
                          23. Up All Night              35-44   MK               LM
                          24. Play Groups               35-44   MK               UM
                          25. Big Success               35-44   MK               U
                          26. Time Alone                35-44   M                L, LM
                          27. Socialites                35-44   M                UM, U
                          28. Calling the Shots         45-54   SFK              all
                          29. No Frills                 45-54   MK               L
                          30. Standard Living           45-54   MK               LM
                          31. Dinners Out               45-54   MK               UM
                          32. Weekends Away             45-54   MK               U
                          33. Simple Living             45-54   M                L, LM
                          34. Empty Nesters             45-54   M                UM
                          35. High Society              45-54   M                U
MIDS                      36. Tee Time                  55-64   SM/SMK           all
                          37. Penny Savers              55-64   SF/SFK           L
                          38. Outlet Shoppers           55-64   SF/SFK           LM
                          39. Salon Setters             55-64   SF/SFK           UM
                          40. Spa Goers                 55-64   SF/SFK           U
                          41. Making Do                 55-64   M/MK             L
                          42. Sunsetters                55-64   M/MK             LM
                          43. Cruise Wear               55-64   M/MK             UM
                          44. Antiquers                 55-64   M/MK             U
SENIORS                   45. On Your Own               65+     SM/SMK           all
                          46. Playing Bingo             65+     SF/SFK           L
                          47. Golden Girl               65+     SF/SFK           LM
                          48. Afternoon Tea             65+     SF/SFK           UM
                          49. Days of Leisure           65+     SF/SFK           U
                          50. Happy Harbors             65-74   M/MK             L
                          51. Touring the Country       65-74   M/MK             LM
                          52. Enjoying Life             65-74   M/MK             UM
                          53. Time to Travel            65-74   M/MK             U
                          54. Early Bird Specials       75+     M/MK             L
                          55. Restful Retirement        75+     M/MK             LM
                          56. Golden Years              75+     M/MK             UM, U

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                                    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.




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                                   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.


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                                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



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                               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:

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                                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.




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                                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-of-
pocket. 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.




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                                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                       Normal

Service Utilization Index                 Significantly Low
                  Acute                   Somewhat Low
                  Chronic                 Significantly Low
                  Alternative             Normal
                  Preventive              Significantly Low

Satisfaction Index                        Somewhat Low

Information Index                            Somewhat Low
                Research Health Care         Somewhat Low
                Use Internet for Health Care Somewhat Low

Media Responsiveness Index                Normal
              Traditional Media           Somewhat High
              Non-Traditional Media       Somewhat Low




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                                 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.




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                                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                         Somewhat High

Service Utilization Index                   Significantly Low
                  Acute                     Significantly Low
                  Chronic                   Significantly Low
                  Alternative               Significantly Low
                  Preventive                Significantly Low

Satisfaction Index                          Somewhat Low

Information Index                            Significantly Low
                Research Health Care         Significantly Low
                Use Internet for Health Care Somewhat Low

Media Responsiveness Index                  Somewhat Low
              Traditional Media             Somewhat Low
              Non-Traditional Media         Significantly Low




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                                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.




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                                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                       Somewhat Low

Service Utilization Index                 Normal
                  Acute                   Somewhat Low
                  Chronic                 Significantly Low
                  Alternative             Significantly High
                  Preventive              Somewhat Low

Satisfaction Index                        Somewhat Low

Information Index                            Somewhat Low
                Research Health Care         Somewhat Low
                Use Internet for Health Care Somewhat Low

Media Responsiveness Index                Somewhat Low
              Traditional Media           Significantly Low
              Non-Traditional Media       Normal




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                                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                       Normal

Service Utilization Index                 Normal
                  Acute                   Normal
                  Chronic                 Significantly Low
                  Alternative             Significantly High
                  Preventive              Somewhat Low

Satisfaction Index                        Somewhat Low

Information Index                            Somewhat High
                Research Health Care         Normal
                Use Internet for Health Care Somewhat High

Media Responsiveness Index                Somewhat Low
              Traditional Media           Significantly Low
              Non-Traditional Media       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                           Somewhat High

Service Utilization Index                     Normal
                  Acute                       Normal
                  Chronic                     Significantly Low
                  Alternative                 Significantly High
                  Preventive                  Somewhat Low

Satisfaction Index                            Somewhat Low

Information Index                            Normal
                Research Health Care         Normal
                Use Internet for Health Care Somewhat High

Media Responsiveness Index                    Somewhat High
              Traditional Media               Significantly High
              Non-Traditional Media           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                        Normal

Service Utilization Index                  Somewhat Low
                  Acute                    Normal
                  Chronic                  Somewhat Low
                  Alternative              Somewhat Low
                  Preventive               Significantly Low

Satisfaction Index                         Somewhat Low

Information Index                            Normal
                Research Health Care         Normal
                Use Internet for Health Care Normal

Media Responsiveness Index                 Somewhat High
              Traditional Media            Normal
              Non-Traditional Media        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                        Somewhat Low

Service Utilization Index                  Somewhat High
                  Acute                    Somewhat High
                  Chronic                  Significantly Low
                  Alternative              Significantly High
                  Preventive               Normal

Satisfaction Index                         Somewhat Low

Information Index                            Normal
                Research Health Care         Somewhat High
                Use Internet for Health Care Normal

Media Responsiveness Index                 Somewhat High
              Traditional Media            Normal
              Non-Traditional Media        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                       Normal

Service Utilization Index                 Somewhat Low
                  Acute                   Somewhat High
                  Chronic                 Significantly Low
                  Alternative             Normal
                  Preventive              Somewhat Low

Satisfaction Index                        Somewhat Low

Information Index                            Somewhat High
                Research Health Care         Somewhat High
                Use Internet for Health Care Somewhat High

Media Responsiveness Index                Significantly High
              Traditional Media           Significantly High
              Non-Traditional Media       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                           Somewhat Low

Service Utilization Index                     Significantly Low
                  Acute                       Significantly Low
                  Chronic                     Significantly Low
                  Alternative                 Somewhat Low
                  Preventive                  Significantly Low

Satisfaction Index                            Somewhat Low

Information Index                            Somewhat High
                Research Health Care         Significantly High
                Use Internet for Health Care Somewhat Low

Media Responsiveness Index                    Normal
              Traditional Media               Significantly Low
              Non-Traditional Media           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                       Normal

Service Utilization Index                 Somewhat Low
                  Acute                   Normal
                  Chronic                 Significantly Low
                  Alternative             Normal
                  Preventive              Somewhat Low

Satisfaction Index                        Normal

Information Index                            Somewhat High
                Research Health Care         Somewhat High
                Use Internet for Health Care Somewhat High

Media Responsiveness Index                Somewhat Low
              Traditional Media           Somewhat Low
              Non-Traditional Media       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 out-
of-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                       Somewhat High

Service Utilization Index                 Somewhat Low
                  Acute                   Somewhat High
                  Chronic                 Significantly Low
                  Alternative             Normal
                  Preventive              Somewhat Low

Satisfaction Index                        Normal

Information Index                            Somewhat High
                Research Health Care         Somewhat High
                Use Internet for Health Care Somewhat High

Media Responsiveness Index                Normal
              Traditional Media           Somewhat Low
              Non-Traditional Media       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                         Somewhat High

Service Utilization Index                   Normal
                  Acute                     Significantly High
                  Chronic                   Significantly Low
                  Alternative               Somewhat High
                  Preventive                Somewhat Low

Satisfaction Index                          Normal

Information Index                            Significantly High
                Research Health Care         Significantly High
                Use Internet for Health Care Significantly High

Media Responsiveness Index                  Significantly High
              Traditional Media             Significantly High
              Non-Traditional Media         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 one-
third 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 e-
mailing 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                         Normal

Service Utilization Index                   Somewhat Low
                  Acute                     Somewhat Low
                  Chronic                   Significantly Low
                  Alternative               Significantly High
                  Preventive                Significantly Low

Satisfaction Index                          Somewhat Low

Information Index                            Significantly High
                Research Health Care         Significantly High
                Use Internet for Health Care Significantly High

Media Responsiveness Index                  Somewhat Low
              Traditional Media             Somewhat Low
              Non-Traditional Media         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                         Somewhat High

Service Utilization Index                   Somewhat Low
                  Acute                     Significantly Low
                  Chronic                   Significantly Low
                  Alternative               Significantly High
                  Preventive                Somewhat Low

Satisfaction Index                          Somewhat Low

Information Index                            Significantly High
                Research Health Care         Somewhat High
                Use Internet for Health Care Significantly High

Media Responsiveness Index                  Normal
              Traditional Media             Somewhat Low
              Non-Traditional Media         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                          Somewhat Low

Service Utilization Index                    Somewhat Low
                  Acute                      Normal
                  Chronic                    Somewhat Low
                  Alternative                Normal
                  Preventive                 Significantly Low

Satisfaction Index                           Normal

Information Index                            Somewhat Low
                Research Health Care         Somewhat Low
                Use Internet for Health Care Significantly Low

Media Responsiveness Index                   Significantly High
              Traditional Media              Significantly High
              Non-Traditional Media          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 post-
graduate 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                       Somewhat High

Service Utilization Index                 Somewhat Low
                  Acute                   Somewhat Low
                  Chronic                 Somewhat Low
                  Alternative             Significantly High
                  Preventive              Significantly Low

Satisfaction Index                        Somewhat High

Information Index                            Somewhat High
                Research Health Care         Normal
                Use Internet for Health Care Somewhat High

Media Responsiveness Index                Somewhat Low
              Traditional Media           Somewhat Low
              Non-Traditional Media       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. Twenty-
eight 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                       Significantly Low

Service Utilization Index                 Somewhat High
                  Acute                   Somewhat High
                  Chronic                 Somewhat High
                  Alternative             Somewhat High
                  Preventive              Somewhat High

Satisfaction Index                        Somewhat Low

Information Index                            Somewhat Low
                Research Health Care         Normal
                Use Internet for Health Care Somewhat Low

Media Responsiveness Index                Somewhat High
              Traditional Media           Somewhat High
              Non-Traditional Media       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 one-
third 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                       Somewhat Low

Service Utilization Index                 Somewhat High
                  Acute                   Normal
                  Chronic                 Normal
                  Alternative             Significantly High
                  Preventive              Significantly High

Satisfaction Index                        Normal

Information Index                            Somewhat High
                Research Health Care         Somewhat High
                Use Internet for Health Care Somewhat High

Media Responsiveness Index                Normal
              Traditional Media           Somewhat Low
              Non-Traditional Media       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                       Normal

Service Utilization Index                 Somewhat High
                  Acute                   Significantly Low
                  Chronic                 Somewhat Low
                  Alternative             Significantly High
                  Preventive              Significantly High

Satisfaction Index                        Somewhat Low

Information Index                            Somewhat High
                Research Health Care         Normal
                Use Internet for Health Care Somewhat High

Media Responsiveness Index                Significantly High
              Traditional Media           Significantly High
              Non-Traditional Media       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                          Normal

Service Utilization Index                    Significantly High
                  Acute                      Somewhat Low
                  Chronic                    Somewhat High
                  Alternative                Significantly High
                  Preventive                 Significantly High

Satisfaction Index                           Normal

Information Index                            Somewhat High
                Research Health Care         Somewhat High
                Use Internet for Health Care Somewhat High

Media Responsiveness Index                   Normal
              Traditional Media              Normal
              Non-Traditional Media          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                           Somewhat Low

Service Utilization Index                     Significantly High
                  Acute                       Significantly High
                  Chronic                     Significantly High
                  Alternative                 Significantly High
                  Preventive                  Significantly High

Satisfaction Index                            Normal

Information Index                            Somewhat High
                Research Health Care         Significantly High
                Use Internet for Health Care Somewhat Low

Media Responsiveness Index                    Somewhat Low
              Traditional Media               Somewhat Low
              Non-Traditional Media           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                       Significantly Low

Service Utilization Index                 Normal
                  Acute                   Somewhat High
                  Chronic                 Somewhat Low
                  Alternative             Normal
                  Preventive              Significantly Low

Satisfaction Index                        Somewhat Low

Information Index                            Somewhat Low
                Research Health Care         Somewhat Low
                Use Internet for Health Care Somewhat Low

Media Responsiveness Index                Significantly High
              Traditional Media           Significantly High
              Non-Traditional Media       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                       Normal

Service Utilization Index                 Somewhat Low
                  Acute                   Significantly Low
                  Chronic                 Significantly Low
                  Alternative             Normal
                  Preventive              Somewhat Low

Satisfaction Index                        Normal

Information Index                            Somewhat Low
                Research Health Care         Normal
                Use Internet for Health Care Somewhat Low

Media Responsiveness Index                Somewhat Low
              Traditional Media           Significantly Low
              Non-Traditional Media       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                         Somewhat High

Service Utilization Index                   Somewhat Low
                  Acute                     Somewhat Low
                  Chronic                   Significantly Low
                  Alternative               Somewhat Low
                  Preventive                Normal

Satisfaction Index                          Normal

Information Index                            Normal
                Research Health Care         Normal
                Use Internet for Health Care Normal

Media Responsiveness Index                  Somewhat Low
              Traditional Media             Significantly Low
              Non-Traditional Media         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                         Somewhat High

Service Utilization Index                   Somewhat Low
                  Acute                     Significantly Low
                  Chronic                   Significantly Low
                  Alternative               Normal
                  Preventive                Normal

Satisfaction Index                          Normal

Information Index                            Significantly High
                Research Health Care         Somewhat High
                Use Internet for Health Care Significantly High

Media Responsiveness Index                  Significantly Low
              Traditional Media             Significantly Low
              Non-Traditional Media         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 well-
executed 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                        Somewhat Low

Service Utilization Index                  Normal
                  Acute                    Normal
                  Chronic                  Somewhat High
                  Alternative              Normal
                  Preventive               Somewhat Low

Satisfaction Index                         Somewhat Low

Information Index                            Normal
                Research Health Care         Normal
                Use Internet for Health Care Normal

Media Responsiveness Index                 Significantly High
              Traditional Media            Significantly High
              Non-Traditional Media        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                       Normal

Service Utilization Index                 Normal
                  Acute                   Somewhat Low
                  Chronic                 Significantly Low
                  Alternative             Significantly High
                  Preventive              Somewhat High

Satisfaction Index                        Normal

Information Index                            Somewhat High
                Research Health Care         Normal
                Use Internet for Health Care Somewhat High

Media Responsiveness Index                Significantly High
              Traditional Media           Significantly High
              Non-Traditional Media       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 self-
directed 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                        Somewhat Low

Service Utilization Index                  Significantly High
                  Acute                    Somewhat Low
                  Chronic                  Significantly High
                  Alternative              Significantly High
                  Preventive               Significantly High

Satisfaction Index                         Somewhat Low

Information Index                            Normal
                Research Health Care         Normal
                Use Internet for Health Care Normal

Media Responsiveness Index                 Somewhat Low
              Traditional Media            Normal
              Non-Traditional Media        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                         Somewhat Low

Service Utilization Index                   Normal
                  Acute                     Significantly Low
                  Chronic                   Somewhat High
                  Alternative               Significantly Low
                  Preventive                Somewhat High

Satisfaction Index                          Normal

Information Index                            Significantly Low
                Research Health Care         Somewhat Low
                Use Internet for Health Care Significantly Low

Media Responsiveness Index                  Significantly High
              Traditional Media             Significantly High
              Non-Traditional Media         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                        Somewhat Low

Service Utilization Index                  Somewhat Low
                  Acute                    Somewhat Low
                  Chronic                  Somewhat Low
                  Alternative              Somewhat Low
                  Preventive               Normal

Satisfaction Index                         Normal

Information Index                            Normal
                Research Health Care         Somewhat High
                Use Internet for Health Care Somewhat Low

Media Responsiveness Index                 Somewhat High
              Traditional Media            Significantly High
              Non-Traditional Media        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                        Normal

Service Utilization Index                  Somewhat Low
                  Acute                    Somewhat Low
                  Chronic                  Somewhat Low
                  Alternative              Normal
                  Preventive               Normal

Satisfaction Index                         Normal

Information Index                            Normal
                Research Health Care         Normal
                Use Internet for Health Care Somewhat High

Media Responsiveness Index                 Somewhat Low
              Traditional Media            Normal
              Non-Traditional Media        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 self-
directed 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                           Somewhat High

Service Utilization Index                     Somewhat Low
                  Acute                       Somewhat Low
                  Chronic                     Somewhat Low
                  Alternative                 Somewhat Low
                  Preventive                  Somewhat High

Satisfaction Index                            Normal

Information Index                            Somewhat High
                Research Health Care         Somewhat High
                Use Internet for Health Care Significantly High

Media Responsiveness Index                    Normal
              Traditional Media               Normal
              Non-Traditional Media           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.




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                                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                       Somewhat Low

Service Utilization Index                 Normal
                  Acute                   Normal
                  Chronic                 Normal
                  Alternative             Somewhat Low
                  Preventive              Somewhat High

Satisfaction Index                        Normal

Information Index                            Somewhat Low
                Research Health Care         Somewhat Low
                Use Internet for Health Care Somewhat Low

Media Responsiveness Index                Normal
              Traditional Media           Normal
              Non-Traditional Media       Normal




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                                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.




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                                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                       Somewhat Low

Service Utilization Index                 Normal
                  Acute                   Somewhat Low
                  Chronic                 Normal
                  Alternative             Somewhat High
                  Preventive              Somewhat High

Satisfaction Index                        Normal

Information Index                            Somewhat High
                Research Health Care         Normal
                Use Internet for Health Care Somewhat High

Media Responsiveness Index                Somewhat High
              Traditional Media           Significantly High
              Non-Traditional Media       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                       Normal

Service Utilization Index                 Normal
                  Acute                   Somewhat Low
                  Chronic                 Normal
                  Alternative             Normal
                  Preventive              Significantly High

Satisfaction Index                        Somewhat High

Information Index                            Somewhat High
                Research Health Care         Normal
                Use Internet for Health Care Somewhat High

Media Responsiveness Index                Somewhat Low
              Traditional Media           Somewhat Low
              Non-Traditional Media       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                         Somewhat Low

Service Utilization Index                   Somewhat High
                  Acute                     Significantly High
                  Chronic                   Significantly High
                  Alternative               Somewhat Low
                  Preventive                Somewhat Low

Satisfaction Index                          Normal

Information Index                            Significantly Low
                Research Health Care         Somewhat Low
                Use Internet for Health Care Significantly Low

Media Responsiveness Index                  Somewhat Low
              Traditional Media             Somewhat Low
              Non-Traditional Media         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                          Significantly Low

Service Utilization Index                    Significantly High
                  Acute                      Significantly High
                  Chronic                    Significantly High
                  Alternative                Normal
                  Preventive                 Significantly High

Satisfaction Index                           Normal

Information Index                            Somewhat Low
                Research Health Care         Somewhat High
                Use Internet for Health Care Significantly Low

Media Responsiveness Index                   Normal
              Traditional Media              Significantly High
              Non-Traditional Media          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                       Somewhat Low

Service Utilization Index                 Somewhat High
                  Acute                   Normal
                  Chronic                 Significantly High
                  Alternative             Somewhat Low
                  Preventive              Significantly High

Satisfaction Index                        Somewhat High

Information Index                            Somewhat Low
                Research Health Care         Somewhat Low
                Use Internet for Health Care Somewhat Low

Media Responsiveness Index                Somewhat Low
              Traditional Media           Somewhat Low
              Non-Traditional Media       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 post-
graduate 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                         Normal

Service Utilization Index                   Significantly High
                  Acute                     Normal
                  Chronic                   Significantly High
                  Alternative               Normal
                  Preventive                Significantly High

Satisfaction Index                          Normal

Information Index                            Normal
                Research Health Care         Normal
                Use Internet for Health Care Normal

Media Responsiveness Index                  Somewhat Low
              Traditional Media             Normal
              Non-Traditional Media         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                           Somewhat High

Service Utilization Index                     Significantly High
                  Acute                       Somewhat Low
                  Chronic                     Significantly High
                  Alternative                 Significantly High
                  Preventive                  Significantly High

Satisfaction Index                            Somewhat High

Information Index                            Somewhat High
                Research Health Care         Somewhat High
                Use Internet for Health Care Significantly High

Media Responsiveness Index                    Significantly High
              Traditional Media               Somewhat High
              Non-Traditional Media           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                          Somewhat Low

Service Utilization Index                    Somewhat High
                  Acute                      Normal
                  Chronic                    Significantly High
                  Alternative                Significantly Low
                  Preventive                 Somewhat High

Satisfaction Index                           Normal

Information Index                            Somewhat Low
                Research Health Care         Normal
                Use Internet for Health Care Significantly Low

Media Responsiveness Index                   Somewhat High
              Traditional Media              Significantly Low
              Non-Traditional Media          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                       Somewhat Low

Service Utilization Index                 Somewhat High
                  Acute                   Somewhat High
                  Chronic                 Significantly High
                  Alternative             Somewhat Low
                  Preventive              Somewhat High

Satisfaction Index                        Somewhat High

Information Index                            Normal
                Research Health Care         Normal
                Use Internet for Health Care Somewhat Low

Media Responsiveness Index                Somewhat Low
              Traditional Media           Somewhat Low
              Non-Traditional Media       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                        Normal

Service Utilization Index                  Normal
                  Acute                    Normal
                  Chronic                  Somewhat High
                  Alternative              Somewhat Low
                  Preventive               Somewhat High

Satisfaction Index                         Somewhat High

Information Index                            Normal
                Research Health Care         Somewhat High
                Use Internet for Health Care Normal

Media Responsiveness Index                 Somewhat Low
              Traditional Media            Somewhat Low
              Non-Traditional Media        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                         Somewhat High

Service Utilization Index                   Normal
                  Acute                     Somewhat Low
                  Chronic                   Normal
                  Alternative               Somewhat Low
                  Preventive                Significantly High

Satisfaction Index                          Somewhat High

Information Index                            Somewhat High
                Research Health Care         Normal
                Use Internet for Health Care Somewhat High

Media Responsiveness Index                  Somewhat Low
              Traditional Media             Normal
              Non-Traditional Media         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                          Somewhat Low

Service Utilization Index                    Significantly High
                  Acute                      Significantly High
                  Chronic                    Significantly High
                  Alternative                Significantly Low
                  Preventive                 Somewhat Low

Satisfaction Index                           Somewhat High

Information Index                            Somewhat Low
                Research Health Care         Normal
                Use Internet for Health Care Significantly Low

Media Responsiveness Index                   Somewhat High
              Traditional Media              Significantly High
              Non-Traditional Media          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                         Significantly Low

Service Utilization Index                   Significantly High
                  Acute                     Significantly High
                  Chronic                   Significantly High
                  Alternative               Significantly Low
                  Preventive                Somewhat High

Satisfaction Index                          Normal

Information Index                            Significantly Low
                Research Health Care         Significantly Low
                Use Internet for Health Care Significantly Low

Media Responsiveness Index                  Normal
              Traditional Media             Somewhat High
              Non-Traditional Media         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                         Significantly Low

Service Utilization Index                   Significantly High
                  Acute                     Significantly High
                  Chronic                   Significantly High
                  Alternative               Somewhat Low
                  Preventive                Significantly High

Satisfaction Index                          Normal

Information Index                            Significantly Low
                Research Health Care         Somewhat Low
                Use Internet for Health Care Significantly Low

Media Responsiveness Index                  Somewhat High
              Traditional Media             Normal
              Non-Traditional Media         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                       Somewhat Low

Service Utilization Index                 Significantly High
                  Acute                   Significantly High
                  Chronic                 Significantly High
                  Alternative             Significantly Low
                  Preventive              Significantly High

Satisfaction Index                        Somewhat High

Information Index                            Somewhat Low
                Research Health Care         Somewhat Low
                Use Internet for Health Care Somewhat Low

Media Responsiveness Index                Somewhat Low
              Traditional Media           Significantly Low
              Non-Traditional Media       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 well-
executed 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 out-
of-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                          Somewhat Low

Service Utilization Index                    Significantly High
                  Acute                      Significantly High
                  Chronic                    Significantly High
                  Alternative                Somewhat Low
                  Preventive                 Significantly High

Satisfaction Index                           Somewhat High

Information Index                            Somewhat Low
                Research Health Care         Somewhat Low
                Use Internet for Health Care Significantly Low

Media Responsiveness Index                   Significantly Low
              Traditional Media              Significantly Low
              Non-Traditional Media          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-of-
pocket 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                         Somewhat Low

Service Utilization Index                   Significantly High
                  Acute                     Significantly High
                  Chronic                   Significantly High
                  Alternative               Significantly Low
                  Preventive                Somewhat High

Satisfaction Index                          Somewhat High

Information Index                            Significantly Low
                Research Health Care         Somewhat Low
                Use Internet for Health Care Significantly Low

Media Responsiveness Index                  Normal
              Traditional Media             Somewhat High
              Non-Traditional Media         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 well-
executed 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                          Somewhat Low

Service Utilization Index                    Somewhat High
                  Acute                      Significantly High
                  Chronic                    Significantly High
                  Alternative                Significantly Low
                  Preventive                 Significantly High

Satisfaction Index                           Somewhat High

Information Index                            Somewhat Low
                Research Health Care         Somewhat Low
                Use Internet for Health Care Significantly Low

Media Responsiveness Index                   Normal
              Traditional Media              Normal
              Non-Traditional Media          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                        Somewhat High

Service Utilization Index                  Somewhat High
                  Acute                    Somewhat High
                  Chronic                  Significantly High
                  Alternative              Significantly Low
                  Preventive               Somewhat High

Satisfaction Index                         Normal

Information Index                            Normal
                Research Health Care         Normal
                Use Internet for Health Care Normal

Media Responsiveness Index                 Significantly High
              Traditional Media            Significantly High
              Non-Traditional Media        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                        Somewhat High

Service Utilization Index                  Somewhat High
                  Acute                    Normal
                  Chronic                  Significantly High
                  Alternative              Significantly Low
                  Preventive               Significantly High

Satisfaction Index                         Somewhat High

Information Index                            Normal
                Research Health Care         Normal
                Use Internet for Health Care Normal

Media Responsiveness Index                 Significantly Low
              Traditional Media            Significantly Low
              Non-Traditional Media        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                         Somewhat Low

Service Utilization Index                   Significantly High
                  Acute                     Significantly High
                  Chronic                   Significantly High
                  Alternative               Significantly Low
                  Preventive                Somewhat Low

Satisfaction Index                          Normal

Information Index                            Significantly Low
                Research Health Care         Somewhat Low
                Use Internet for Health Care Significantly Low

Media Responsiveness Index                  Somewhat Low
              Traditional Media             Somewhat Low
              Non-Traditional Media         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                         Somewhat Low

Service Utilization Index                   Significantly High
                  Acute                     Significantly High
                  Chronic                   Significantly High
                  Alternative               Significantly Low
                  Preventive                Somewhat High

Satisfaction Index                          Somewhat High

Information Index                            Significantly Low
                Research Health Care         Somewhat Low
                Use Internet for Health Care Significantly Low

Media Responsiveness Index                  Somewhat Low
              Traditional Media             Somewhat Low
              Non-Traditional Media         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                         Somewhat Low

Service Utilization Index                   Significantly High
                  Acute                     Significantly High
                  Chronic                   Significantly High
                  Alternative               Significantly Low
                  Preventive                Somewhat High

Satisfaction Index                          Somewhat High

Information Index                            Somewhat Low
                Research Health Care         Somewhat Low
                Use Internet for Health Care Somewhat Low

Media Responsiveness Index                  Significantly Low
              Traditional Media             Significantly Low
              Non-Traditional Media         Somewhat Low




                                            121

				
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