However, they imply almost similar characteristics but have some differences too. Psychographic segmentation separates people into similar subgroups based on psychographic factors such as values, beliefs, attitudes, and behaviors. These factors indicate the internal mental characteristic of people. The four psychographic factors of market segmentation are values, beliefs, attitudes, and behaviors—these four factors help understand how the audiences feel and behave.
For example, You may feel that giving blood is important Attitude because an adequate blood supply is necessary to save a life Belief and because you respect human life Value. Your Behavior , as you participate in the blood drive and donate blood, is a logical and observable extension of your. Firstly, values mean a judgment of what is right or wrong, desirable or undesirable. For example, most people share equality, freedom, honesty, fairness, justice, good health, and family.
Another example, we respect human life naturally Value. Secondly, a belief is something you accept as true, and it is stated as a declarative sentence.
Furthermore, You may feel that giving blood is important because an adequate blood supply is necessary to save a life Belief. Usually, attitudes evolve from our values and beliefs.
Many values and beliefs interact to complicate our decision-making. For example, You may feel that giving blood is very important Attitude. It is the way of how we act or behave toward others. It is the combination of other psychological factors such as values, beliefs, and attitudes. Your behavior is a logical and observable extension of your outlook as you participate in the blood drive and donate blood. Maslow initially stated that individuals must satisfy lower level deficit needs before meeting higher level growth needs.
These are physical, safety, belongings, love, esteem, and self-actualization needs. Physical needs: Physical needs are basic human requirements for livelihood, for example, water, food, rest, warmth, and so on. Safety needs Requirements for security and protection purposes, such as personal security, health security, employment, property, etc.
Why are some patients motivated to tackle a disease while others are more casual in their approach? Why do some patients listen to their physicians and follow their advice while other patients are more challenging? Why are some health consumers dedicated to a healthy lifestyle while others Psychographics pertain to people's attitudes, values, beliefs, lifestyles and personalities.
They are core to consumers' motivations, priorities and communication preferences. Psychographics help answer WHY patients and other health consumers make decisions and behave in certain ways. Psychographic segmentation allows a marketer or clinician to identify health consumer types who are most likely to respond to a given subject and to craft messaging that activates desired behaviors.
Psychographic segmentation has been used extensively in the consumer products, retail, automotive and financial industries since the 's, but it is relatively new to healthcare. It provides a lens to consumers' ways of thinking and how they make decisions. PatientBond's model is an evolution of that work and has identified five distinct psychographic segments among health consumers numbers in parentheses are the percentages of the U.
For example, Priority Jugglers value commitment, dedication, responsibility and sacrifice, but you need to hook them immediately since they don't have much time to digest a lot of health information. Self Achievers respond well to goals, success, progress and achievement, and they are willing to put time toward. Self Achievers prefer email and printed documents for the extra information they can provide.
The key takeaway is that a "one size fits all" approach will not be effective in activating desired behaviors across a population of health consumers. Healthcare organizations of all types are starting to see how psychographics can help them achieve their business and clinical goals.
This has manifested as increased revenues, market share and patient loyalty, improved health outcomes and boosts in patient financial reposibility payments. Well, just layer intent on top of all of this, extending the marketing funnel upward.
Consumer intent is what leads to the research itself. The idea is that all the steps taken on the way to a particular action — in this case, to enjoying a great cup of coffee — theoretically become predictable once we understand the intent. As search has evolved from keywords to questions , the ability to get hyper-specific and understand the way intent informs a non-linear purchase journey that begins online matters more than ever. Understanding all of the data that comes from demographic, psychographic, and behavioral marketing allows marketers to get smarter about intent, predict journeys that once seemed unpredictable, and provide a better, more targeted experience along the way.
This holistic view of intent is important, but it can be difficult to capture. Remember that consumer self-discovery happens in real time.
As a business, you need to understand the totality of this experience. Intent marketing informs specific targeting , to be sure, but understanding the breadth of differing consumer intents should also inform how you market and talk about your products more generally.
Intent is all about what marketers can infer about a mindset, how that mindset will influence consumer action, and how all of these marketing pieces work together to help you infer more intelligently. Learn how your business can deliver brand-verified answers in search results with Yext.
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