Direct-to-Consumer Healthcare Psychographics
Top interests of D2C are technology, news, entertainment, finance, and health. The D2C at-home testing consumers are interested in technology that ads value to their lives such as wearables to track their health and in taking more control of their health. They value their health, technology, and immediate and easily-accessible communication. They believe that they are in excellent or great health, and that technology helps better their lives. They dislike disjointed communications and in-person meetings that could have been done virtually.
PSYCHOGRAPHICS OF DTC HEALTHCARE CONSUMERS
- Deloitte states that trailblazers are the most likely to consider at-home and diagnostic testing. They define trailblazers as the youngest segment of the healthcare market, in the highest income group. They are more often men than women, track their health, and are most likely to be in excellent health. They value their health and are likely to have healthy diets, practice meditation, and exercise.
- Many of these consumers are accustomed to using easy apps and digital platforms for all areas of life including shopping and health care.
- At-home testing consumers value technology and use it more than any other group in the healthcare market. They value their health and do not mind using technology to share health information with doctors and having virtual visits. They also value communication and will change doctors if they are dissatisfied with the communications.
- Deloitte finds that the second-youngest segment, coined prospectors, also value their health and technology, and are tied with trailblazers in their willingness to try virtual care such as at-home testing.
- At-home test consumers value tracking their health as evidenced by the 44% of consumers that report being comfortable using at-home blood tests that connects to an app to track their overall health like measuring cholesterol, blood glucose, and others. Forty-one percent are willing to send in stool samples to make informed nutrition choices and forty-five of consumers use at-home genetic tests to identify current or future health problems.
- People who believe that they are in excellent or good health are more likely to use at-home tests.
- At-home consumers are interested in news and media, health, electronics and technology, finances, and eCommerce.
- Top search topics searched by at-home testing consumers include health, news, family, finance, entertainment, shopping, science, and medical searches.
- Some at-home consumers distrust doctors, whereas others can't afford a primary healthcare provider.
Information regarding the interests of at-home testing consumers was not readily available. We conducted a social analysis of top at-home testing providers such as Erverlywell and Helix to identify the interests of those who visit their websites as they were likely consumers or interested in at-home testing products. The other data was compiled from publicly available and trusted sources like Deloitte.