Trends Report

Introducing Forrester's Consumer Healthcare Segmentation

North American Consumer Technographics®

July 11th, 2014
With contributors:
Reineke Reitsma , Carlton Doty , Sam Bishop , Skip Snow , Andrea Mitchell


In the age of the customer, companies need to have a solid understanding of their customers' and prospects' behaviors and needs in order to best serve them. With the onset of the Patient Protection and Affordable Care Act, many health insurance marketers want to know how they can best meet consumer needs, as the legislation means that multiple payers are competing actively for the same consumer — and more individuals have a regulatory motivation to buy healthcare. There is a tremendous opportunity in the consumer health insurance market today, and Forrester wants to help health insurance marketers seize this moment. As such, we have created a consumer healthcare segmentation to identify unique groups of US consumers as well as their healthcare needs and attitudes to help health insurance marketers target new customers, engage existing customers, and innovate exciting healthcare tools and programs. Using advanced analytics and cluster analysis to form the segments, we were able to uncover natural groupings of consumers on the key dimensions of consumer healthcare: technology, current health insurance coverage, health and risk attitudes, and disease state.

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