Perceptual Profiles model
Perceptual Profiles is a psychographic segmentation model that groups consumers based on how they think about healthcare, so you can craft the optimal marketing message to drive response.
When designing your campaigns, the model helps you answer 4 key questions:
- What is the ideal marketing format? Educational, correspondence, interactive
- What is the optimal style? Text-or image-dominated, simple or info-dense
- What tone will maximize the chance of response? Feel good or fear
- What should the offer or call-to-action be? Screenings, membership, gift
In Audience Insights, you can apply the Perceptual Profiles model as criteria to include/exclude individuals based on which profile they fall in, then tailor your communications accordingly.
The profiles explained
The model places all patients and consumers in your application into 1 of 6 categories.
Loyal
- Generally satisfied with physician
- Suspicious of request to switch
- Equally male and female
- Tend to be older
Deferrer
- Depend on others to make healthcare decisions
- Tend to be older
- Often married to Loyalist
Self-reliant
- Skeptical of healthcare
- Will self-treat
- More male than female
- Middle-aged, upper income
The Perceptual Profiles model is proprietary to WebMD Ignite.
Seeker
- Trust advertising
- Follow healthcare advice carefully
- Mostly includes young women
Involved
- Interested in active healthcare relationship
- Proactive in maintaining health
- More female than male
- Around 40-50 years in age
Trusting
- Positive attitude towards healthcare
- Not very interested in health information
- Equally young men and women
- Haven't had major health experience yet
