Faithful Patients cut into Advantage plans' profits
Enticed by gym club memberships and a teeth cleaning, more than half of Medicare recipients (51%) have enrolled in an Advantage plan, and the surge is predicted to continue. Unfortunately, the Advantage plans themselves are not aware of the fact that their offerings are particularly attractive to one of the attitudinal psychographic segments we have studied for over 30 years: the Faithful Patients.
Of the three separate psychographic segmentation strategies we’ve developed, Faithful Patients, one of our Health segments, poses the greatest threat to the profits Advantage plans must generate. As we have noted, 51% of Medicare recipients have signed up for an Advantage plan. However, our January 2024 study shows that 59% ....
Faithful Patients aware and in need of Ozempic/Wegovy
As economists and retailers project the impact of massive weight loss on items ranging from ice cream to wedding gowns, Americans in greater numbers are trying a GLP-1 agonist drug such as Ozempic or Wegovy for diabetes, obesity, or both.
This interest is related to the fact that one in three Americans 40 and older is diabetic and almost one half of those in this age group are obese. Given the need for effective weight-loss drugs among this population, data from our January 2024 study shows significant differences regarding awareness by our Health segments.
Focused on using pharmaceutical drugs to get well, Faithful Patients....
Taking lots of risks: the Optimists
How someone perceives their level of risk depends on where they are on the “risk ladder” a concept developed by N. D. Weinstein. A person’s position, in turn, shapes whether or not one is willing to engage in healthful behaviors in order to avoid future disease or accidents.
Because the overwhelming cause of skin cancer is the sun, using sunscreen every day is a way our Health segments could avoid this risk. Each day in the U.S. 9,500 persons are diagnosed with skin cancer, our most prevalent type of cancer. And the number of skin cancer cases is….
Our studies show Proactives best target for hearing aid sales
The Proactives, one of our four Health segments, is only one-third of the 40 and older U.S. population, but account for almost two-thirds of hearing aid sales. Clearly, Proactives are the best target for hearing aid manufacturers and dispensers. Not only do Proactives account for the majority of hearing aids sold, more of them are convinced of the need for regular hearing tests. This segment also believes....
30 years of research show attitudes and behaviors stable
The difficulty in changing a person’s attitudes is extensively documented. For psychological or sociological reasons, individuals behave in consistent ways which are reflective of their ….
Press kit on mature market studies.
Backgrounder
Fact sheet
Bios
Three segmentations
7 dimensions
Articles/Mentions
Publications
The Wall Street Journal, Drug Topics, LTC News & Comment, Target Marketing, Los Angeles Times, Viamericas, Brandweek, Bank Marketing, Advertising Age, Quirk’s Marketing Research Media Review, Pharmaceutical Executive, Adweek, Minneapolis Star Tribune, COR Healthcare Market Strategist, Miami Herald, and a score of others.
Books
Essentials of Healthcare Marketing (Berkowitz), Lifestyle Market Segmentation (Weinstein), Consumer Behaviour (Schiffman et al), Strategic Copywriting (Applegate), No BS Guide to Marketing to Leading Edge Boomers and Seniors (Kennedy), Imagine (Peters), Trends (Peters), and others.
Our work
Our books
Segmenting the Mature Market (McGraw-Hill), Marketing to the Mindset of Boomers and Their Elders (Attitudebase), and Health Motivations: 7 Dimensions That Shape America’s Health (Attitudebase).
Our speeches
5th International Symposium on Presbyopia, Conference Board of Canada’s Tourism Research Institute, Life Insurance Marketing Research Association (LIMRA), National Association of Senior Living Industries (NASLI), National Association of Chain Drug Stores (NACDS), New York Convention and Visitors Bureau, Group Health Association of America Institute (GHAA), Direct Marketing Association (DMA) Conference, European Financial Management and Marketing Association (EFMA), and several others.