Provides fresh way to look at consumers and their health

KnowledgeBase Marketing has partnered with The Futures Company to create a new LIVING Well segmentation tool. It combines insights from The Futures Company’s Preventative Health and Wellness Report, a comprehensive examination of health and wellness today, with data from KnowledgeBase Marketing’s AmeriLINK® National Consumer Database. The LIVING Well profiles provide insight into fundamental health behaviors, motivations and barriers to living a healthier lifestyle, as well as broader lifestyle attitudes.

The LIVING Well segments consist of six attitudinal perspectives relating to physical, mental, emotional and spiritual health from highly aware and engaged to feeling out of control and giving up. They help marketers understand consumers perceived motivators of and barriers to better health and can be used to create a strategic framework focused on engaging consumers on a specific health concern. LIVING Well segmentation is perfect for offers of weight loss programs, exercise facilities, pharmacies, health products, patient loyalty programs, medical insurance, self-improvement education and motivational programs, among others. LIVING Well also provides value – beyond marketing – in a clinical setting. For example, health insurers and pharmacy benefit managers gain insights to help them encourage positive behavior in areas such as wellness programs, disease management and medication compliance.

“The health and wellness industry has grown significantly as consumers learn more about how to stay healthy and live longer.” says Steve Travers, senior vice president at The Futures Company. “By understanding how consumers view their own health situations, marketers can speak to them in more relevant ways. By aligning with these important attitudes, the marketer’s message is more likely to resonate with the consumer.”

LIVING Well segments are at the individual level so marketers can target their message to each consumer in one household differently. The six segments are:

• Leading the Way – traditional, health focused and proactive
• In It for Fun – social, success-oriented and driven
• Value Independence – cynical, do-it-yourself and leisure-less
• I Need a Plan – undisciplined, home-oriented and checklist
• Not Right Now – “healthy”, time-pressed and family centered
• Get Through the Day – poor health, handy and dependent

“LIVING Well helps businesses understand how consumers do – or don’t – engage in healthy behaviors. We each have our own story and experiences that color our view of the world,” says Deborah Stewart, KnowledgeBase Marketing’s healthcare strategist. “LIVING Well brings marketers one step closer to understanding a consumer’s mindset about health and wellness, so they can present health options to them in ways that are meaningful to their lives.”