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Incorporating Emotions into Healthcare Segmentation Research
September 22, 2003
Jon Morris, PhD Wes Michael
All healthcare decisions are made
Rationally Scientifically Non-emotionally Logically Technically
All healthcare decisions are made
Physicians Diagnose Prescribe Select treatments
Patients Request medications Build compliance Switch meds
….Without emotion entering into the picture.
Why does Amgen use this image with Rheumatologists?
Not Exactly
Why does Pfizer show this to ED sufferers?
Not Exactly
Why does Abbott show this to Pediatricians?
Not Exactly
Why does Lilly show this to parents of kids with ADHD?
Not Exactly
All decisions, even those of physicians and patients, incorporate some emotional components
Concept Development Segmentation Positioning Messaging Tracking
Market researchers, realizing the importance of emotions in messaging, incorporate various
projective techniques into qualitative research at the messaging stage of research
There is a critical need, however, to understand the emotions earlier, as we
define and prioritize segments
Healthcare segmentation research now can and should include another dimension: emotional response
Emotions
Demographics
Attitudes
Behaviors
Based on 3 fundamental dimensions of emotion:
The three dimensional approach provides greater diagnostic capabilities
AdSAM is a non-verbal, cross-cultural visual measure of emotional response
PleasureArousal Dominance
AdSAM®
Emotional Response Predicts Intentions and Interest
49%
28%
23%
Emotions
Knowledge And beliefs
Robust study of over 23,000 responses to 240 advertising messages
Emotion shown to dominate over knowledge and beliefs for predicting intentions
Unmeasured
“The Impact of Influencers on Consumer Healthcare Decision Making”
Focused on healthcare actions taken due to influence of non-healthcare people
Example: a study on Influencers
FAMILY -- Mother, Father, Sister, Brother, Son, Daughter
FRIENDS/NEIGHBORS/ COWORKERS
SPOUSE
Consumer quantitative study 1800 patients,
150 each with one of 12 specified conditions (diabetes, depression, migraine, prostate cancer, etc.)
Conducted via internet, March, 2003
The Impact of Influencers on Consumer Healthcare Decision Making
Sufferers who are influenced to take healthcare actions are often influenced by a spouse. An immediate female family member, or female friend/neighbor consistently make up the second most important group of influencers.
Spouse
Daughter
Female Friend/Neighbor
Mother
Sister
Son
Consistent across several measures:• People discussed condition with• People most involved in decision making• People most influential in decision making
Consistent across several measures:• People discussed condition with• People most involved in decision making• People most influential in decision making
Feelings about all these conditions are generally negative, especially obesity and
insomnia. Migraines are seen as intensely negative.
How do you feel about having your condition?
pleasure and arousal with dominance
1
2
34
5
6
7
8
910
11
12
ObesityCongestive Heart Failure
Prostate CancerDiabetes
OsteoarthritisErectile Dysfunction
Migraine
High BPOsteoporosis
High Cholesterol
InsomniaDepression
1
2
3
4
5
6
7
8
9
1 2 3 4 5 6 7 8 9
Arousal
Ple
as
ure
1
2
3
4
5
6
7
8
9
1 2 3 4 5 6 7 8 9
Arousal
Ple
as
ure
Emotions surrounding talking to a physician differ somewhat by condition. Obesity and erectile dysfunction suffers have more negative feelings while prostate cancer sufferers are more comfortable talking to their doctors about
their conditions.
How do you feel about talking to your doctor about your condition? 1
2
345
6
7
89
10
11
12
Obesity
Congestive Heart Failure
Prostate Cancer
DiabetesOsteoarthritis
Erectile Dysfunction
Migraine
High BPOsteoporosis
High Cholesterol
Insomnia Depression
pleasure and arousal with dominance
1
2
3
4
5
6
7
8
9
1 2 3 4 5 6 7 8 9
Arousal
Ple
as
ure
1
2
3
4
5
6
7
8
9
1 2 3 4 5 6 7 8 9
Arousal
Ple
as
ure
People suffering from any of these conditions are more relaxed about talking
with an influencer than with their physician.
How do you feel about your [person most involved]’s involvementin helping you make healthcare decisions about your condition?
1
2
34 5
6
7
8 9
1011
12
Obesity
Congestive Heart FailureProstate Cancer
DiabetesOsteoarthritis
Erectile Dysfunction
Migraine
High BPOsteoporosis
High CholesterolInsomnia
Depression
pleasure and arousal with dominance
1
2
3
4
5
6
7
8
9
1 2 3 4 5 6 7 8 9
Arousal
Ple
as
ure
1
2
3
4
5
6
7
8
9
1 2 3 4 5 6 7 8 9
Arousal
Ple
as
ure
But how do the results differ by segments?
Hybrid segmentation was conducted across all conditions using Attitudes Behaviors Emotions
A six segment solution was selected. AdSAM proved to contribute powerful and
unduplicated new information to the analysis.
The six influencer segments
1 Forrest Gump (15%)• Open, relaxed with physician• Discuss Rx with physician• Open to advice from others• Optimistic• Fewest conditions, least
affected
2 Taxi Driver (22%)• Take fewest healthcare
actions• Distrustful of Rx and OTC• Distrustful of pharma ads• Distrustful of self• Distrustful of friends and
family
3 Ad Lovers (18%)• Get information from
pharma ads• Prefer Rx treatments• Optimistic about condition• Will ask physician about Rx• Shortest duration of
condition
4 Castaway (18%)• Least involved social network• Doesn’t share info with
family, physician• Doesn’t trust physician• Doesn’t want advice• Pessimistic
5 My Big Fat Greek Wedding (9%)
• Largest family connections• Most involved social network• Share with family• Takes most healthcare
actions• Open to Rx solutions
6 Home Alone (19%)• Fewest family connections• Prefer OTC over Rx• I know as much as the
doctor about my condition• Longest condition duration• Most treatments used• Seek information
Let’s look at two segments4 Castaway (18%)
• 51 yrs.• 52% female• Lowest income (11% $80,000+)• 21% rural, small MSA• 72% live with spouse• 43% 3+ household members• More likely to have: Depression, ED, Insomnia,
Obesity• 4.1 conditions• Moderate severity (53%)• Discussed condition with spouse (75%), mother
(32%), female friend (30%); mother-in-law (5%)• 95% have discussed condition with family
members, 54% with non-family members• Discussed with 3.1 people (least)• 57% used Rx for condition, 39% currently (least)• Least involved social network• Doesn’t share info with family, physician• Doesn’t trust physician• Doesn’t want advice• Takes fewest healthcare actions due to influence• Pessimistic
5 My Big Fat Greek Wedding (9%)• 49 yrs.• 60% female• High income (26% $80,000+)• 88% live with spouse (highest)• 56% 3+ household members (highest)• 28% rural, small MSA• More likely to have: Diabetes, Migraine,Congestive
Heart Failure• 4.4 conditions• Moderate severity (48%)• Discussed condition with spouse (93%), mother
(69%), female friend (64%), mother-in-law (64%), etc.
• 100% have discussed condition with family members, 93% with non-family members
• Discussed with 9.6 people (most)• 90% used Rx for condition, 77% currently using
(most)• Most involved social network• Share with family• Takes most healthcare actions due to influence• Open to Rx solutions
Segments 4 (Castaway) and 5 (Greek Wedding) feel similarly negative about having their conditions.
How do you feel about having your condition?
Each position in the three dimensional emotional space (pleasure-arousal-dominance) is associated with emotion adjectives, from Prominent Emotions Index© database, and related to each segment.
How do you feel about having your condition?
Segments 4 (Castaway) and 5 (Greek Wedding) also feel equally ambivalent about taking Rx medication for their condition.
How do you feel about taking prescription medication to treat your condition?
Segment 5 (Greek Wedding) members feel more positive about talking to their physician; Segment 4 (Castaway) feels very negative and not empowered.
How do you feel about talking to your doctor about your condition?
All segments feel more positive about talking with their influencer about their decisions than talking with their physician. Segment 5 (Greek Wedding) feels very positive, while Segment 4 (Castaway) is the most negative, and least empowered.
How do you feel about your [person most involved]’s involvement in helping you make healthcare decisions about your condition?
The emotion adjectives vary greatly between Segment 4 (Castaway) and Segment 5 (Greek Wedding) on feelings of involvement.
How do you feel about your [person most involved]’s involvement in helping you make healthcare decisions about your condition?
AdSAM® Prominent Emotions Index©
Feelings About Talking To Your DoctorAbout Your Condition
CastawaySegment 4
stressedaggravated
fearfulfrustratedembattled
My Big Fat Greek Wedding Segment 5
relaxedprotectedleisurelysecure
respectfulgrateful
appreciative
Feelings About Persons Involvement In Helping You MakeHealthcare Decisions About Your Condition
Segment 4protectedserenemodest
nonchalantaloof
My Big Fat Greek Wedding Segment 5
securerelaxed
untroubledrespectful
kindjoyfulloving
Castaway
AdSAM® Prominent Emotions Index©
Influencer Research Implications
DTC advertisers can motivate Segment 5 consumers (Greek Wedding) by also targeting their influencers, especially family members.
Segment 4 (Castaway) represent a difficult segment to motivate. Pharma companies should attempt to reduce the stress these consumers experience in talking with their physician to increase their likelihood to take action.
Conclusions
Emotional response provided valuable dimensions in framing the segmentation
Emotional profiling of segments helps to uncover motivators and barriers of key segments prior to messaging research
Identifying the feelings associated with each segment helps direct positioning
AdSAM provides an effective way of incorporating emotional response into segmentation research
DTC advertisers have an opportunity to incorporate influencers, (primarily spouses) as targets in addition to patients in developing and testing
messages. It is time to look beyond just the sufferer. Treatment choice and compliance could
be impacted by broadening beyond just the sufferer and the physician. There is no one “rule” however, that applies across all conditions.
DTC advertising is still evolving – consumer goods have long understood the influence of others in the decision making process. Packaged goods, fashion, computers, cars etc. are all successful targeting more than just the primary users/buyer and also vary the message by target.
Cereals – target parents for health, children for taste. Clothing stores – target parents for value, children for fashion. Cars – target one family member for image the other for safety. Computers – target parent for functionality, users (teenager) for “coolness”
DTC advertising that successfully targets both the sufferer and the influencer will result in a change in “action’ especially if the advertising is impactful enough to provoke the influencer to initiate the conversation.
More needs to be done to understand the role of the influencer – their attitudes and emotions towards the sufferers condition, their understanding of the available options and where they, in turn, go to for education on the condition.
Conclusions….
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