Key Takeaways:
- 39.3% of consumers are currently worried about healthcare costs or debt.
- Vaccines, chronic illness, and cancer care are top-of-mind during winter 2025–2026.
- Personalized healthcare messaging needs to be driven by real-time consumer data.
- Resonate’s predictive consumer insights enable targeting by health status, lifestyle, media habits, and trust in providers.
- The right data drives more relevant, empathetic, and effective healthcare marketing.
Why Health Messaging Needs Predictive Consumer Data
It’s safe to say that thoughts of health are in the air. In addition to the annual reminders and cautions from doctors’ offices and hospitals across the country of the dangers of flu season, it’s also open enrollment time for health insurance. While their own health and that of their families is traditionally on Americans’ minds at this time of year, this winter, that is especially true. As a result of ACA subsidies expiring, millions of consumers’ health insurance premiums are increasing substantially. In fact, according to the Fall 2025 Resonate Consumer Trends Report, 39.3% of consumers are concerned about healthcare costs or debt.
Clearly, consumers are receptive to information about their health right now. But to ensure they’re receptive to your messaging, you need the right data.
There’s a wealth of healthcare information in the Resonate Ignite Platform, ready and waiting to be activated to empower you to launch a highly relevant marketing campaign. Here’s what rAI, the AI-powered data engine at the heart of the Ignite Platform, can tell us about three different healthcare audiences.
Three Healthcare Audiences You Can Target Using Predictive Consumer Insights
- People Who Haven’t Gotten the Flu Vaccine (Yet)
If you’re planning a marketing campaign for people who haven’t gotten their flu vaccine yet, it’s likely at least one of your goals is to persuade them to actually go and get the vaccination. We looked at the 57.7M consumers who indicated they were “somewhat” or “very” likely to get the flu vaccine this year to find out crucial information that will empower you to prepare marketing campaigns that engage this audience.
What Do They Value?
When you’re speaking to this audience about vaccines, your message will be more persuasive if it’s couched in terms of what they value. Here are the top three personal values of consumers who are “somewhat” or “very” likely to get the flu vaccine:
- Acquiring wealth and influence: Consider using themes of prestige, importance, prosperity and power attained by accumulating wealth in your creative and messaging.
- Achievement: Consider using themes of being admired, appreciated, successful, and acknowledged.
- Stimulation: Consider using themes of adventure, inventiveness, excitement and variety in life in your creative and messaging.
Who Are They as Patients?
47% of the consumers who are strongly considering getting the flu vaccine are somewhat or very likely to get vaccinated against RSV as well, so you might want to encourage them to make one trip to the pharmacy for all their vaccinations in some of your marketing copy. This is a proactive group who cares about staying well; in addition to getting vaccinated, 42% spend five or more hours a week on physical activity, while 44% spend one to four hours a week being active.
When it comes to getting health information, these consumers trust their own doctors above all: 65% consider their personal physician the best source of medical advice. This is crucial to keep in mind as you and your team consider sources of authority to relay health messages to this audience.
Where Can You Find Them?
Here are the top paid streaming subscriptions for this audience:
- ESPN+
- Disney+ (with ads)
- Amazon Prime Video
Healthcare Marketing Messaging Tips for People Who Will Get Vaccinated:
- Highlight how staying healthy contributes to productivity and success
- Suggest bundling the flu and RSV vaccines in a single pharmacy visit
- Emphasize trusted messengers like physicians, not influencers or general brand spokespeople
- Patients with Psoriatic Arthritis
Psoriatic arthritis is a chronic autoimmune condition that, according to the WHO, affects around 1.5 million people in the US. While it’s not exactly rare, it’s not common, either, and the condition is often misdiagnosed, meaning individuals who have it either may not know it or may be shy of going to the doctor after years of fruitless hunting for answers and not getting any. When targeting them or other individuals who have conditions that are even more rare, it’s important to understand their unique needs, find them where they’re looking up information, and provide them with a lifeline of hope in addition to compassionate care. Here’s some of what rAI tells us about the 1.5M people in the US who have been diagnosed with psoriatic arthritis.
Who Are They as Patients?
Buying vitamins is popular among this audience. 57% bought vitamins in the last three months, and 44% always take vitamins or supplements.
- 22% get their vitamins from Walmart
- 19% shop for vitamins on Amazon
- 14% buy their vitamins from Costco
67% of people diagnosed with psoriatic arthritis see a specialist for their own health regularly. 45% made a dermatologist appointment in the last 12 months. 25% saw a surgeon in the last 12 months, and 20% made a gastroenterologist appointment in the same time period. This is also a very Rx-compliant audience: 74% take the medications prescribed to them by a doctor. 34% specifically ask for brand-name prescriptions over generics. Prescriptions are extremely important to this audience: 47% seek out comprehensive prescription drug coverage when evaluating health insurance providers.
Where Can You Find Them?
Here are the top paid streaming subscriptions for people with psoriatic arthritis:
- Paramount+ (with ads)
- Hulu (with ads)
- Amazon Prime Video
Healthcare Marketing Messaging Tips for People with Psoriatic Arthritis:
- Focus on empathy, relief, and proactive care, not just product features
- Lean into themes of ease, routine, and symptom control
- Highlight prescription coverage and brand-name availability (34% prefer brand names)
- Women with Breast Cancer
If you’re looking to target women who have breast cancer, the marketing campaign you deploy will be more effective if it’s relevant to where they are in the breast cancer journey: newly diagnosed, in remission, post-surgery, Stage 4, and so on. They’ll be of varying ages and from a wide variety of backgrounds. Having the right data to craft a multicultural approach that takes these and other factors into consideration will be crucial for successful marketing. Let’s see what rAI tells us about the 1.5M women with breast cancer.
Who Are They as Patients?
Unsurprisingly, 76% of this audience made an appointment with an oncologist in the last 12 months. 44% had an appointment with a surgeon during this period, and 16% had a radiologist appointment. 67% of this group has Medicare, while 13% has insurance through the military or another source. 85% regularly take medication prescribed by a doctor.
What Are Their Media Consumption Habits?
This audience is heavily engaged with both traditional and streaming television. 24% spend 21 or more hours a week watching traditional TV, where 21% are paying attention to medical advertisements to get information about prescriptions. Their top networks include Bravo, ION, and CBS. They also spend a lot of time online: 54% are online 20 or more hours per week.
Healthcare Marketing Messaging Tips for People with Breast Cancer:
- Use storytelling and testimonials based on real patient journeys
- Respect their medical literacy: This audience is often navigating complex treatment plans
- Offer financial transparency and support options, especially for those on Medicare
Why Predictive Consumer Insights Matter in Health Campaigns
Not all health consumers behave the same. Dynamic consumer data reveals nuanced behaviors like:
- Trust in providers vs. pharma brands
- Sensitivity to cost or insurance coverage
- Willingness to try new treatments or therapies
- Preferred digital and offline channels for engagement
- With predictive consumer insights, you can build segments based on:
- Specific diagnoses or likelihood of conditions
- Personal values and psychographics
- Activation readiness for enrollment, prescription, or vaccination
How Resonate Helps You Reach Health-Engaged Audiences
Whether you’re promoting a vaccine, educating around a diagnosis, or driving patient acquisition, Resonate helps you do it smarter:
Integrate Directly Into Your DSP
Activate precision-targeted health segments programmatically.
Use the Resonate Ignite Platform
Access, analyze, and activate insights instantly within Ignite to accelerate campaign timelines.
Build Custom Healthcare Audiences
Define by diagnosis, behavior, payer type, values, or media habits—and activate across all channels.
Frequently Asked Questions
What are predictive consumer insights in healthcare?
They’re AI-powered insights that forecast individual behaviors and motivations, helping marketers personalize messaging and improve engagement.
How does Resonate get healthcare-related consumer data?
Resonate models behavioral signals across billions of digital interactions to uncover intent, values, and segment-specific insights, including those related to health.
Can I activate audiences with a specific condition?
Yes. Resonate allows activation based on condition-specific models—like diabetes, arthritis, or vaccine readiness—combined with media behavior and psychographics.
This Article Is Brought to You by Resonate
Resonate is the leader in predictive consumer intelligence.
Leading brands and agencies use Resonate’s AI-powered platform to:
- Understand and engage health-conscious consumers
- Build culturally relevant, empathy-driven messaging
- Improve acquisition, adherence, and patient loyalty with smarter segmentation
Schedule a consultation with a Resonate data expert today to learn more about reaching health-conscious consumers.
