Marketers have understood the basics of demographics for a long time, and it has helped them make slightly more informed decisions about who to market to in order to maximize spend. For example, if women of working age were more likely to buy pantyhose, creating ads that spoke to them helped drive more purchases.
Later on, psychographics provided the intersection of demographics and interest — helping marketers understand how interests or attitudes expressed online might impact consumer opinion and purchase decision. For example, psychographic marketing could display a link between what someone shared on social media and what they bought in the real world — a huge step forward.
Demographics never gave marketers a view of the emotion behind a purchase decision, and psychographics started to provide that. The next layer was behavioral marketing , capturing information in near real time about important data points like keyword usage. With keyword tracking and analysis, the online research process before purchase was no longer a separate funnel.
Behavioral marketing gave marketers a view of people doing research, essentially in real time — and showed where that research might lead, and what that consumer might click. The model needs to be tested and validated in the field and proven stable and effective over time, especially for a risk-averse industry such as healthcare.
To make it easy for healthcare organizations to benefit from psychographics, PatientBond has developed an online, dashboard-driven Psychographics Marketing Package. The data can also be analyzed by demographics, socioeconomics and health condition, in addition or conjunction with the psychographic segments.
The package also includes psychographic segment heatmaps for any geography in the U. It's really the "easy button" to get the data and insights healthcare organizations need to turbocharge their marketing and provide the confidence they need for winning strategies. Contact PatientBond today to discuss how psychographic segmentation can help your organization thrive. Request a Demo. Psychographics Versus Demographics in Healthcare. For these answers one needs to look beyond demographics.
Psychographics Psychographics pertain to people's attitudes, values, beliefs, lifestyles and personalities. Each psychographic segment requires a different engagement strategy to maximize behavior activation.
What works for one psychographic segment does not necessarily work for another segment 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. Psychographic data focuses on the characteristics people can usually control, like values, lifestyle, needs, wants, concerns, hobbies, spending habits and attitude.
Psychographics focuses on understanding the comprehensive personality of your consumer. Psychographic audience segmentation is a more targeted and detailed way of understanding your target audience. You can gather psychographic information by interviewing your existing clients. Consider asking them what they like to do with their weekend, what kind of entertainment they enjoy, what their travel plans are and if they have any long-term goals they're working on.
Other than interviewing, you may also send out surveys or questionnaires, invest in social media analytics and look at your website analytics. When looking at your website analytics, you might focus on if a customer shops a sale or uses a discount code and what comments they're leaving on your site. You can use psychographic data to better understand which social media site your customer uses most and focus your advertising funds on marketing there.
Skilled marketers use both of these fundamentally different audience segmentation methods simultaneously to produce effective marketing campaigns. Here are some ways these methods compare and contrast to each other:. Though marketers tend to use demographic segmentation more often than psychographic, it doesn't allow you to recognize the atypical behavior that might take place within certain subgroups.
Demographic data is usually easier to obtain and implement than psychographic data, but psychographic data is usually far more effective than demographic data, especially for marketing on an individual level. Demographic data is quantitative, while psychographic data is qualitative. That means the demographic data can tell you who a consumer is, while psychographics tells you why someone makes a purchase. By using both kinds of data, you have a comprehensive understanding of who your consumer is and what leads them to make a purchase.
Psychographics are less measurable characteristics and can represent either profiling at a national level or be attributed to a single person known as psychographic profiling. Increased computing power and repositories of large data sets of consumer information have propelled data mining to a whole new level.
These billions and billions of transactions exist in big-data sets and can be mined to provide a single psychographic profile for an individual, or for an entire class of people. One excellent psychographic tool is the Lifestyle Database included in ReferenceUSA , which can often be found at your local library for free. The way the lifestyle database works is it tracks hundreds or purchasing categories,. The following is an example of my profile in the ReferenceUSA Lifestyle database and is a pretty accurate representation of things that are important to me based upon my spending habits.
Here are also a few other tools that might also be available at your local library or academic institution to access psychographic information:. Not only can you get specific psychographic information about a single person, but you can also combine your psychographic data with more traditional demographic information to create a very specific list of targeted customers.
Political campaigns and many businesses use demographic and psychographic profiling to conduct microtargeting campaigns to convince consumers to consider what they have to offer. How can you use demographics and psychographics to help you better target your potential customers?
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