Survey Reveals U.S. Health Care Consumers Are Not Homogeneous

Six segments emerge from the 2008 Survey of Health Care Consumers

The Deloitte Center for Health Solutions' 2008 Survey of Health Care Consumers reveals that the U.S. health care consumer market is clearly not homogeneous: It is composed of six segments, each distinguished by a unique set of behaviors and attitudes.

The six segments differ along several dimensions

Key differentiators include the degree to which consumers prefer or use traditional services versus alternative and nonconventional services; the extent to which they are inclined toward self-dependent decision-making versus doctor-dependent decision-making; and the level at which they seek information via online tools and use various value-added services. Although the segments were not determined based on demographics, important demographic differences are evident.

The six segments are:

	Content & Compliant Represents 29 percent of the U.S. population
	Sick & Savvy Represents 24 percent of the U.S. population
	Online & Onboard Represents 8 percent of the U.S. population
	Shop & Save Represents 2 percent of the U.S. population
	Out & About Represents 9 percent of the U.S. population
	Casual & Cautious Represents 28 percent of the U.S. population