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Christopher M. SchroederCEO, HealthCentral
James E. Burroughs Associate Professor of Commerce, University of Virginia
Thursday, April 8, 2010
All information within this presentation is confidential. Copyright © 2010 HealthCentral. All rights reserved.
The Empowered Patient
All information within this presentation is confidential. Copyright © 2010 HealthCentral. All rights reserved.
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.
All information within this presentation is confidential. Copyright © 2010 HealthCentral. All rights reserved.
Need for cognition
Energized and engaged when faced with learning new tasks or mastering new subjects.
Also more likely to have strong self-efficacy.
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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
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Everyone is online
Little difference between empowered and more traditional patients doing passive internet activities.
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They are proactive online
Much more likely to be seeking out other patients’ experiences and sharing their own.
Influencers
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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
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More likely to fire doctors?
Yes
No
Traditional Empowered
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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.
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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
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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
All information within this presentation is confidential. Copyright © 2010 HealthCentral. All rights reserved.
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.
All information within this presentation is confidential. Copyright © 2010 HealthCentral. All rights reserved.
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/
All information within this presentation is confidential. Copyright © 2010 HealthCentral. All rights reserved.
Thank you!
On Twitter: @cmschroed @healthcentral
@JimatUVA