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	May 1, 2007 Segmenting Healthcare Consumers By Cost Sensitivity North American Consumer Technographics® by Julie Snyder with Bradford J. Holmes, Jacqueline Lyons, Alyssa L. Baer	Average: 8  (1 rating)

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Executive Summary

Marketers who understand the cost sensitivity of prospective customers have a leg up in targeting their messaging to tempt bargain hunters with incentives or tout lower prices to the most cost-sensitive. With healthcare consumerism on the rise, marketers need fresh insights into the cost sensitivity of buyers specific to health products and services. To help healthcare marketers, we used the results from Forrester's North American Consumer Technology Adoption Study Q2 2006 Survey to identify six segments of healthcare buyers defined by consumers' sensitivity to healthcare costs and then examined the demographics, technology adoption, health attitudes, and research tendencies of these groups.

TABLE OF CONTENTS

• Defining Healthcare Consumer Segments By Cost Sensitivity
  • Demographics, Tech Ownership, And Insurance State
  • Health Web Site Visitation And Online Research
  • Prescription Drug Usage And Cost Behaviors
  • Healthcare Cost Tracking Behavior And Attitudes
• Supplemental Material

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