The Four Health Care Shopping Personas

HealthSparq user funnel

As you can probably tell by now, we’re obsessed with understanding our users. Why? Because it’s the best way for us to improve what we build based on what people actually need.

Who makes up this funnel? The 237k people that used our cost estimator tool to shop for health care in 2015 (see our new shopping trends report here). This number isn’t just the people that visited our tools, but that actually did something with them.

So, what do health care shoppers look like?

HealthSparq Curious ShoppersThe Curious
All the people in this funnel came to our tool to see what health care “shopping” is all about. Every health care shopper falls into this category, but some go even further in the experience to truly make better health care choices.

HealthSparq Explorer ShoppersThe Explorers
This group saw at least a range of cost for care. These health care consumers had the opportunity to do something that was unimaginable not too long ago – know the price tag of a particular procedure before care is received.

HealthSparq ConsumersThe Consumers
This group of users saw range of cost and a facility or provider specific estimate. A majority of users searching or browsing in HealthSparq tools took the next step in taking charge of their medical costs and discovered how a particular provider or location would impact their bill.

HealthSparq ShoppersThe Shoppers
Our most exciting group saw range of cost and received more than one facility or provider specific estimate. These users made the transition from health care consumers to health care shoppers by engaging in comparison shopping behavior. HealthSparq helped these people make smarter health care choices.  

Why is all of this important?

As deductibles and health care costs rise, it is more important than ever to empower people with cost information so that they can make the smartest choices for themselves and their families. By understanding how users behave in our tools, we are able to identify how and where we can improve the user experience and empower all users to become part of the "shoppers" category.


Contributed by:
HealthSparq staff and our data analytics gurus:

  • Stephanie Albright is a Digital Consumer Analyst at HealthSparq. She has 5 years of experience in audience and consumer analytics and is a fervent advocate for leveraging data to make products better and more impactful for consumers.
  • Tyler Cox is the Senior Manager of Consumer Analytics and Insights for HealthSparq. He and his team are responsible for leveraging quantitative and qualitative data to discover key consumer insights that improve HealthSparq’s online consumer health-care transparency solutions.
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