In 2018 Branding Science conducted an original piece of research ‘Can’t cope, don’t care’, based on the NHS’s ‘Healthy Foundations’ segmentation of patient health personalities.

Google ‘NHS Healthy Foundations’ to find out more about the original work). Our findings were discussed in a workshop at the 2018 BHBIA conference. Our research consisted of an online profiling of 320 chronically ill patients, into 1 of 5 health personalities, to then identify the form of support that each group found most appealing.

Download the full article by Jon Chandler – Senior Research Director, Branding Science and Ahmed Badrideen – Research Executive, Branding Science

Disclaimer: The views and opinions expressed in this feature are those of the author and may not reflect the official policy or position of the BHBIA. The BHBIA have not verified any of the information quoted and do not accept any responsibility for its accuracy, or otherwise.