On both sides of the aisle audiences are splintering on health care in ways that are increasingly driven by deep differences in trust, and fundamental beliefs on science, autonomy and market ideology.  

Why it matters:

Understanding where each audience falls along these new fault lines is the first step to communicating with them effectively.

Who they are:

Our research has identified 16 distinct audience segments – each with their own unique values and belief systems.

This month, we’re spotlighting two of those segments:

• Holistic Health Naturalists – One of the newest GOP segments. They are former Democratic voters – one of several segments that identify as part of the Make America Healthy Again movement. They strongly prefer alternative approaches to medicine, and distrust corporations and institutions that they perceive as profiting from chronic disease. These voters became Republican not out of political ideology, but out of distrust of a system they feel has not been working for them.  They, along with many of the Republican segments, have little interest in messages about free markets.
• Consumer Empowerment Champions – Many are long-standing Republicans who believe the health care system is broken. They think it is riddled with middlemen, hidden costs and corporate profiteering, but that government expansion would only make it worse. They are convinced that competition, transparency and consumer empowerment are the solution. These are only among a few remaining Republican segments that respond to health care solutions focused on free markets.

Why they’re different:

Who they trust could not look any more different. Holistic Health Naturalists have the lowest trust in science and are least likely to trust doctors. Consumer Empowerment Champions trust health care providers and health technology companies more than other Americans.

Holistic Health Naturalists prioritize GMO labeling, natural remedy recognition and food transparency; Consumer Empowerment Champions want price transparency, competition and consumer choices.

Holistic Health Naturalists want to hear about alternative approaches to modern medicine and environmental sustainability. Consumer Empowerment Champions respond to solutions grounded in the free market and putting patients first. The same messages will not work for both.

Go deeper:

Reservoir’s audience intelligence platform, PRISM, maps 16 distinct audience segments across the health care landscape, each with distinct values and belief systems.

The Holistic Health Naturalists and Consumer Empowerment Champions are just two of 10 Republican segments – each requiring a tailored approach.

Get in touch to learn more about how PRISM can inform your strategy: prism@reservoircg.com