Ketchum Research Network has released the highlights of proprietary research that studied 4,000+ consumers to learn about health decision-making, motivations influences and links to demographic factors. The findings included the identification of five population segments. An excerpt from the Ketchum press release is below:

Health sharers, who make up one-fourth of the U.S. population, give and take health information from a variety of sources, especially friends and family. They are knowledgeable about health topics and proactive in doing a range of activities to improve their own health. Sharers are also enjoying time with friends and participating in their communities. Despite this proactive spirit, obesity remains a top issue faced by health sharers.

Health isolates, who comprise 12% of the population, do not actively seek or share health information and place little importance on looking good and eating low-fat foods. While this group is one of the least likely to seek information from doctors, this group is more likely than other segments to cite a pharmacist as a top source on information on health conditions.

Despite the fact that health traditionalists, who make up 14% of the population, seek out health information and advice, specifically from health professionals, they pay minimal attention to being physically fit and looking good.

While health elites, the 16% of the population who give but don’t take health advice are the most educated about healthcare, they are among the least likely to listen to healthcare professionals. Individuals from this segment are self-motivated and place a great deal of maintaining a healthy weight and exercising regularly.
One in three Americans is health neutral, meaning that health and wellness are not driving influences in their lives. As both the largest and the youngest of the five population segments, they are the least likely to visit a primary care physician at least once a year.

Sources:
 “Research Shows Changing Role of Influencers in Consumer Health Decisions”, Ketchum