Dtc Presentation 2010 HealthCentral

All information within this presentation is confidential. Copyright © 2010 HealthCentral. All rights reserved.

Christopher M. SchroederCEO, HealthCentral

James E. Burroughs Associate Professor of Commerce, University of Virginia

Thursday, April 8, 2010


The Empowered Patient


The Empowered Patient

Need for cognition drives the empowered patient.

This group is the most demanding but the most loyal.

Traditional patients can be elevated into this group by intellectual arguments and social influence.


Need for cognition

Energized and engaged when faced with learning new tasks or mastering new subjects.

Also more likely to have strong self-efficacy.


Education, income, and source of health insurance had no effect on

a patient’s ownership of his or her health.

Makes $25,000 or $200,000 a year

Has a high school diploma or a graduate degree

Uses private insurance or Medicare

We did find that younger people were slightly more likely to take

charge of their health care.

Income and education aren’t important


Everyone is online

Little difference between empowered and more traditional patients doing passive internet activities.


They are proactive online

Much more likely to be seeking out other patients’ experiences and sharing their own.

Influencers


Leading in social media

• Made a health care-related blog post

• Made a healthcare post via social media such as Facebook

• “Tweeted” on a healthcare issue


More likely to fire doctors?

Yes

No

Traditional Empowered


More likely to reward with loyalty

*Statistically significant at p < .05

Significantly* more likely to “fire” their doctors, but quicker to reward.

Rely on traditional medical authorities to help improve their health, just not willing to cede all control.


Activating Traditional Consumers

CO

NSU

MER

EM

POW

ERM

ENTEmpowered

Traditional Mainstream

Traditional Resistant

[30%]

[50%]

[20%]

Rational Appeal (appeal to intellect)

Social Appeal (influence through empowered)

High NFC/High Self-efficacy

Low NFC/High Self-efficacy

Low NFC/Low Self-efficacy


Recruit and test this group

Find a group of high need for cognition* consumers in your target market. Use them to evaluate your marketing materials.

1. Look at the ratio of quantity and return on information.Watch out for: • Complexity• Redundancy

2. Then consider the style of these communications.Watch out for:•Patronizing tone•Fit with personal experience

* Visit our methodology page for scale


In Summary…

Need for cognition drives the empowered patient.

This group is the most demanding but the most loyal.

Traditional patients can be elevated into this group by intellectual arguments and social influence.


The Study: Identifying the Empowered Patient

To find out:

• How we conducted our study• When we did it• How we determined empowerment

And more details of our study, please visit:http://www.healthcentral.com/about/study-methodology/

http://www.healthcentral.com/about/study-methodology/


Thank you!

On Twitter: @cmschroed @healthcentral

@JimatUVA

Dtc Presentation 2010 HealthCentral

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