A new Yankelovich Preventative Healthcare Study of 6,000 consumers finds that only 30% of us are legitimate when it comes to actively, positively taking care of our health — leaving a lot of room for improvement, and a lot of opportunities for health care marketers.
The study divides Americans into 25 profiles which are then converted to four general health categories. Here are the findings:
• "Take Charge." This group, comprising 30% of us, makes health and wellness a priority in their lives and regularly engage in behaviors that promote overall well-being. They're active consumers of health care information.
• "Best of Intentions." This group represents 9% of the population and are more advanced in health care attitude than behavior, knowing what they should do about health and wellness but failing to consistently act on their knowledge.
• "Middle of the Road." According to Yankelovich, 29% of us fall into this category — persons superficially aware of health risks but only willing to take action in a crisis. Here, prevention is interesting but not a priority.
• "Disinterested." The largest group is the worst — 33% of all Americans. If you're one of them, you maintain attitudes and behavior that actually contribute to an increased likelihood of poor health.
With information like this, health care marketers and their agencies should be better able to identify the programs and services best suited for each audience, and how to go about promoting them with messages that best reach each audience.
SOURCE: Healthcare Marketing Report, NOISE
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