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Brent Walker

Years in healthcare: 30

Areas of expertise:

  • Psychographic segmentation
  • Marketing Strategy

Brent Walker

Senior Vice President, Psychographics

What is your why?

The intersection of healthcare and consumer psychology fascinates me. Layering the study of human behavior and decision-making into digital health enables me to positively influence people’s lives at scale.

Brent’s healthcare marketing experience spans decades, tracing all the way back to his 20 years at Procter & Gamble. At P&G he focused on brand building, consumer insights and customer marketing, and led three generations of P&G Healthcare’s psychographic segmentation efforts. After P&G, Brent co-founded c2b solutions in 2012, which focused on identifying and applying healthcare consumer insights and psychographics to help providers and life sciences companies personalize patient engagement based on their motivations and communication preferences. c2b solution was acquired by PatientBond in 2017, for whom Brent led marketing, consumer insights and psychographics application. PatientBond was acquired by Upfront in 2022, where Brent is now SVP Marketing. Brent has delivered a variety of publications and presentations covering healthcare marketing topics, featured in Forbes, MedCity News, The Commonwealth Fund and Hospitals & Health Networks. Brent holds a BS in Business Administration from Miami University in Oxford, Ohio.

Resources from Brent Walker

May Patient Retention
Blog

5 Effective Hospital Patient Loyalty Programs to Know

Loyalty programs are common in most of the business world, but they are relatively new within the field of healthcare. However, as the need to boost patient loyalty increases, more hospitals are exploring the idea of implementing hospital patient loyalty programs in their institutions. Benefits of Patient Loyalty Programs Patient loyalty programs offer several benefits […]

April Patient Acquisition
Blog

3 Practical Examples of Psychographic Segmentation in Marketing

In today’s digitally-driven economy, it’s a common practice for marketers and advertisers of all kinds to collect data about the consumers and prospects who interact with their brand. Today’s well-informed consumer also understands this fact, and as a result, they generally expect a higher level of engagement with the companies whose products or services they […]

June.october Care Transition
Blog

The Top 5 Causes of Hospital Readmissions – and How to Prevent Them

Established in the Affordable Care Act, the Hospital Readmissions Reduction Program (HRRP) aims to reduce the number of preventable 30 day readmissions— and the numbers have declined since its inception. In fact, the Kaiser Family Foundation notes that rates actually began to fall in 2012 as hospitals anticipated that penalties would be applied based on […]

February.november Personalization
Blog

The Importance of Psychographic Segmentation

Psychographics pertain to people’s values, attitudes, lifestyles and personalities. These are key to understanding motivations and why people do what they do. Consumer segmentation involves grouping people according to shared traits; thus, psychographic segmentation groups people according to shared motivations. Harvard Business Review published an article titled, “Psychographics Are Just as Important for Marketers as […]

February.november Personalization
Blog

The Pros and Cons of Consumer Segmentation

Segmentation has long been a reliable consumer research technique for marketers of all stripes, but with the advent of big data (along with dramatic advances in computing technology), businesses have been able to boost their segmentation capabilities by orders of magnitude. By leveraging the power of advanced data analytics, marketers can create highly detailed consumer […]

February.november Personalization
Blog

Psychographics Versus Demographics in Healthcare

The healthcare ecosystem uses demographics and behavioral data (e.g., hospital utilization, claims data) to define and identify patients and populations. Hospitals, health insurance companies, urgent care centers and providers of all types group patients and other healthcare consumers into subpopulations through a process of consumer segmentation for purposes of marketing, risk stratification and patient engagement. […]

September.december Patient Engagement
Blog

How Psychographic Segmentation Can Help Transform Healthcare

Healthcare is one of the most talked-about (and controversial) topics of our day. And while opinions may vary greatly in terms of what needs to be improved, the general consensus is that the healthcare industry is due for a much-needed overhaul. One of the more difficult challenges to tackle has been “cracking the code” of […]

May Patient Retention
Blog

5 Ways Healthcare Organizations Can Boost Patient Loyalty

Patient loyalty is one of the most important factors driving the success of your healthcare organization. Unfortunately, maintaining high levels of patient loyalty in healthcare is no easy feat. Because of increasing healthcare costs, health insurance issues, quality of care and other factors, few patients are loyal to any single healthcare system or organization. Measuring […]

June.october Care Transition
Blog

Preventing Hospital Readmissions

Heart failure continues to be a very serious and expensive problem within the United States. In fact, data show that heart failure is responsible for 43 percent of Medicare spending, and the Center for Disease Control estimates that this condition costs the nation around $30.7 billion each year. One of the reasons congestive heart failure […]

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