Insights & Analysis

WHITEPAPER | Social Determinants of Health (SDoH) and Psychographic Segmentation for Personalized, Hyper-Relevant Member Engagement

By PatientBond, LLC.

Patient or Member engagement is a key component in educating and activating appropriate behaviors across a population to keep it healthy. This also allows providers to realize maximum reimbursement under a value-based care payment system.

Social Determinants of Health (SDoH) and predictive analytics enable a more accurate risk stratification and pinpointing the right members to engage at the right time with the right intervention. Psychographic segmentation drives personalization of message and channel mix to amplify desired behavior change across a patient or member population.

At the 2018 Concierge Medicine FORUM in Atlanta, GA, Casey Albertson, VP and Chief Operating Officer of c2b solutions ( and ( spoke about motivating patient behaviors in healthcare.
What is Psychographic Segmentation?

Psychographic segmentation identifies groups of people according to their motivations, priorities and communication preferences. This is because psychographics pertain to people’s attitudes, values, personalities and lifestyles. Segmenting healthcare consumers according to these shared characteristics drives efficiencies in targeting and messaging. In essence, psychographic segmentation classifies people according to WHY they behave and make decisions the way they do.

Psychographic Segmentation in Healthcare

Unfortunately, the healthcare system has traditionally treated patients/members/employees/shoppers the same, almost as “walking health conditions” who think and act alike based on their situation. In reality, healthcare consumers are not all motivated by the same things, nor do they have the same barriers to positive behavior change. Healthcare consumers do not define themselves by their health condition, and a “one size fits all” approach to healthcare consumers will be of limited success.

How to use Psychographic Segmentation

Psychographic segmentation allows healthcare organizations to maximize success by customizing patient engagement (e.g., education, disease intervention, marketing) for like-minded consumers based on their motivations and preferences. c2b solutions has conducted extensive research into psychographic segmentation focused on health & wellness, building upon the founders’ decades of experience leading such work at Procter & Gamble. c2b solutions has worked with many healthcare organizations to achieve success in both clinical and marketing applications of its psychographic model, from reducing hospital readmissions to helping patients with diabetes reach health goals, increasing customer acquisition and even increasing payment collections for Revenue Cycle Management. Sources

This whitepaper will discuss how to leverage these factors to execute and track the success of hyper-relevant member engagement. This whitepaper is a companion to the May 23, 2019 webinar.

Download this whitepaper to learn:

  • How Social Determinants of Health can be used for more accurate risk stratification in Population Health Management
  • How targeted programs can be built based upon each member’s/patient’s propensity to engage
  • What psychographic segmentation is and how it can be used to motivate healthy behaviors among members/patients
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