Summary:
- 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 Real-Time Consumer Data
The 2025–2026 winter season is shaping up to be one of the most health-conscious times in recent memory. Open enrollment is underway, flu season is in full swing, and the expiration of ACA subsidies is driving up premiums—making consumers more concerned than ever.
According to the Fall 2025 Resonate Consumer Trends Report, 39.3% of Americans are worried about healthcare costs or debt.
That means healthcare marketers have a major opportunity—but only if you’re speaking to the right audiences with the right messages. Here’s how Resonate’s AI-powered consumer data and insights can help you do exactly that.
3 Healthcare Audiences You Can Target Using Predictive Consumer Insights
1.Reaching People Who Haven’t Gotten the Flu Vaccine (Yet)
Key insights:
- 57.7M consumers are “somewhat” or “very” likely to get the flu vaccine
- Their top personal values: wealth, achievement, stimulation
- 65% say they trust their personal doctor most for medical advice
Messaging Guidance:
- 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
Where to reach them:
Top streaming subscriptions: ESPN+, Disney+ (with ads), Amazon Prime Video. These channels can support cross-device campaigns aligned with health and wellness content.
2.Engaging Patients with Psoriatic Arthritis
Key insights:
- This autoimmune condition affects 1.5M Americans
- 67% regularly see a specialist
- 74% are highly compliant with prescriptions
- 44% always take vitamins or supplements
Messaging Guidance:
- 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)
Where they shop for vitamins:
- Walmart (22%)
- Amazon (19%)
- Costco (14%)
Where to reach them:
Top streaming platforms: Paramount+ (with ads), Hulu (with ads), Amazon Prime Video
3. Supporting Women with Breast Cancer
Key insights:
- 1.5M women in the U.S. currently have breast cancer
- 76% visited an oncologist in the past year
- 85% take prescribed medication
- 67% are on Medicare; 13% have military or non-marketplace coverage
Media habits:
- 24% watch 21+ hours/week of traditional TV
- 21% use medical ads as a primary source of prescription info
- Top TV networks: Bravo, ION, CBS
- 54% spend 20+ hours/week online
Messaging Guidance:
- 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 real-time 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.
