If you’re hearing about it for the first time, “psychographics” has an almost mystical sound. But it’s very much the outcome of extensive market research into consumer motivations. And it reveals a gold mine of information that can help you engage your employees in ways that will yield measurable results.
Psychographics has been used successfully for years in the consumer product market. McGohan Brabender was an early adapter of psychographic segmentation as it applies to health care. We saw how this approach could help employers achieve real change – a healthier workforce and lower claims cost.
It comes down to this: People generally fit into one of five classifications — Balance Seeker, Strong Survivor, Priority Juggler, Self-Achiever, or Active Listener. Each segment responds to different motivators. Some may favor to a direct approach, others want to study the details, and others thrive on competition.
It’s not rocket science; we’ve always known this about people. The real breakthrough is, now we can easily identify each segment and target communications in ways that will resonate with them.
Whether you want employees to establish a primary-care relationship; get preventive screenings; avoid unnecessary emergency claims; or numerous other applications, you can achieve the change you want with psychographics.
Want to know more? We have an extensive library of resources!
Podcast: Casey Albertson and Brent Walker of PatientBond discuss how they have adapted psychographics to the health care field
YouTube: Get an overview of psychographics, a look into each segment, and how to operationalize it in the workplace.
Try it yourself! Take the 12-question quiz to see where you fit in.
Quick reference: See our infographic.
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