US Healthcare Consumer Segmentation


To inform patient targeting strategies by identifying 5-10 existing healthcare customer segmentation studies or models covering the US market by reputable companies, including who the company is, background related to their expertise, a link to the segmentation model and a link to the purchase page where appropriate.

Early Findings


  • In addition to the more recently released segmentation of US healthcare consumers based on "attitudes, behaviors and preferences," Deloitte previously released a segmentation of this cohort based on consumer decision-making.
  • Specifically, Deloitte alternatively segments US healthcare consumers according to the following groups:
    • Casual & Cautious (34% of the population)
    • Content & Compliant (22% of the population)
    • Online & Onboard (17% of the population)
    • Sick & Savvy (14% of the population)
    • Out & About (9% of the population)
    • Shop & Save (4% of the population)
  • This study includes free, robust analysis of each consumer cohort.

Institute for Healthcare Improvement

  • The Institute for Healthcare Improvement currently highlights the nine PATH Valuegraphic Profiles of health care consumers.
  • These profiles may be related to a slightly dated research study published in Managed Care Quarterly, which segmented healthcare consumers in the US.
  • Notably, this study does not appear to be publicly available.
  • However, the Institute for Healthcare Improvement details the nine healthcare consumer profiles as follows:
    • "Clinic Cynic — generally distrustful of the medical profession
    • Avoider — refrains from using health care services until very sick or injured
    • Generic — tends to balance a concern for cost with a concern for quality
    • Family Centered — puts family health above all other matters
    • Traditionalists — willing to pay more for quality and tends to use the same providers
    • Loyalist — characterized by moderation in health care opinions and behaviors
    • Ready User — actively seeks and uses health care services of all kinds
    • Independently Healthy — very actively involved in their own health
    • Naturalist — has a propensity to use non-traditional or alternative health care methods"

Other Research Notes

  • In addition to a public search, we scanned our proprietary research database of over 1 million sources and were unable to find any specific research reports that address the stated goals of this research.

Research proposal:

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