Segmentation: Personas

An overview and comparison across segments using Personas.

 

  • infographic Transcription

    Meet Liz

    % of Market: 11%

    “Hi! I’m Liz. I’ve been through it all with my Psoriasis and have come out the other side. I’ve given enough to Psoriasis so won’t give it any more thought. I manage okay with what I’m doing now. If something really great comes along, I’m all in, but don’t waste my time.”

    Time Since Initial Psoriasis Diagnosis

    • 6 months – 2 years: 8%

    • 3 – 5 years: 28%

    • 6 – 10 years: 19%

    • More than 10 years: 45%

    Psoriasis Severity

    • Extreme: 8%

    • High: 52%

    • Moderate: 37%

    • Mild: 3%

    • Minimal: 0%

    Top-2-Box: 60%

    Open to Preventative

    60% Top Box

    Differentiating Jobs-to-be-Done

    • Minimizes the interruptions in my life caused by Psoriasis flare-ups
    • Has very few side effects
    • Allows me to participate in my life more fully
    • Enables me to do more of what I need to do
    • Enables me to do more of what I want to do

    Attitudes Towards Psoriasis Treatment

    • 50% (Top-2-Box): I will only consider a Psoriasis treatment that is covered by my insurance

    • 13% (Top-2-Box): I worry about being able to actually obtain my Psoriasis treatment at the pharmacy or store

    • 13% (Top-2-Box): I worry about running out of my monthly Psoriasis treatment

    Critical Psoriasis Perceptions

    • 31% (Top-2-Box): I feel fed up or frustrated with my Psoriasis

    • 8%: Psoriasis flare-ups are just something you have to suffer through

    • 5%: There is nothing I can do to prevent my Psoriasis flare-ups

    Key Life Impact Attitudes

    • 65% (Top-2-Box): My Psoriasis does not define me

    • 9% (Top-2-Box): My Psoriasis makes me feel like a burden to others

    Important Opinions About Trying New Treatments

    • 74% (Top-2-Box): I am hopeful that new and better Psoriasis treatments will be developed

    • 11%: I am uncomfortable trying a treatment that is brand new

    Patients leverage several tactics to prevent their Psoriasis flare-ups, including the use of medications and lifestyle habits.

    Segment 2 use fewer coping mechanisms compared to other segments, highlighting their no-nonsense approach to disease management.

    Tactics for Psoriasis Flare-up Prevention — % Selected
    Prevention Tactic Segment 1
    Sally (A)    		 Segment 2
    Stan (B)    		 Segment 3
    Annie (C)    		 Segment 4
    Molly (D)    		 Segment 5
    Liz (E)    		 Segment 6
    Gail (F)
    Take preventative meds 70% (B) 62% 74% (BE) 68% 64% 69%
    Avoid processed foods 42% (B) 32% 48% 45% (B) 46% (B) 42%
    Avoid alcohol 63% (BF) 47% 62% (BF) 60% (B) 57% (B) 49%
    Avoid hot showers 66% 62% 79% (ABE) 73% (BE) 62% (B) 72%
    Limit sun exposure 39% 33% 37% 43% (B) 39% 35%
    Eat more vegetables 55% (B) 46% 56% (B) 60% (B) 56% (B) 49%
    Get enough sleep 73% 73% 78% 74% 73% 75%
    Moisturize regularly 17% 15% 15% 19% 17% 13%
    Regular exercise 78% (BE) 65% 88% (ABDEF) 74% (B) 68% 78% (B)
    Use sunscreen 72% (B) 58% 78% (BE) 71% (BE) 77% 74% (BE)
    Drink plenty of water 81% (B) 75% 80% 80% 77% 82%
    Practice meditation 30% 24% 29% 35% (B) 29% 26%
    Quit smoking 63% (BE) 44% 66% (BDEF) 55% (B) 50% 53%
    None of these 1% 1% 0% 0% 0% 1%
    Average number of tactics used 7.5 6.3 7.9 7.6 7.0 7.5
    • Sally: 22%
    • Stan: 28*
    • Annie: 14%
    • Molly: 18%
    • Liz: 11%
    • Gail: 8%