According to a 2009 report by the Deloitte Center for Health Solutions, there are six unique consumer segments in health care. What kind are you?

Content & Compliant – Traditional, most likely to prefer authoritarian doctors. Least likely to seek information and compare alternatives.

Sick & Saavy – Traditional, but wanted to be engaged with providers in making decisions. Strongest sense of quality differences, likely to seek coverage details, trust websites and have personal health records.

Online & Onboard – Traditional, but open to non-conventional. Most like to compare doctors, use cost/quality info, trust websites and have personal health records.

Shop & Save – Traditional, but open to non-conventional, seeks lower-cost doctors. Likely to compare doctors, use cost/quality and coverage information and have health records.

Out & About – Alternative, prefers holistic approaches and natural remedies, open to non-conventional. Least likely to trust doctor’s advice.

Casual & Cautious – Disengaged, but currently leans towards traditional, seeks lower-cost doctors. Weakest sense of quality differences, less likely to seek information.