December 2005

Study reveals what shapes consumer wellness attitudes

Marketing consultancy Yankelovich Inc., recently unveiled 25 consumer profiles that precisely segment U.S. adults into specific preventive healthcare categories. This tool, known as PULSE (Prevention, Understanding, Life Styles & Education), enables healthcare providers, policy-makers, and industry leaders to better understand the motivators and barriers to wellness behavior in American consumers.

The segments, created from the Yankelovich Preventative Healthcare Study 2005, which surveyed 6,000 U.S. adults, combine demographic and lifestyle variables with health attitudes and behaviors to determine how engaged consumers are with prevention and wellness.

The segments are grouped into four general categories: “Disinterested” (represents 33 percent of the population), “Middle of the Road” (29 percent), “Best of Intentions” (9 percent), and “Take Charge” (30 percent).

The PULSE segments provide insight into consumers’ weight management, tobacco use, sleep quality, trusted health information sources, use of alternative medicine, experience with chronic disease, stress management, physician relationships, screening exams, and access to and use of insurance.

The full segment profiles and supporting data set help organizations identify segment members among the general population and then tailor messages, programs, and services that are most likely to drive the desired behavior change among targeted populations.

More information about the study and segments is available from Steve Bodhaine at 919-932-8606 or sbodhaine@yankelovich.com.

Source: Business Wire, www.businesswire.com

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