Segmenting Healthcare Consumers By Cost Sensitivity

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.