Based in Sioux Falls, SD, Sanford Health is the largest rural healthcare system in the U.S.
Demographic Information:
Age: Mid twenties to late thirties
Gender: Female
Locations: Sioux Falls, SD
Income: Middle class to lower upper class
Household Size: 2-4 people
Psychographic Information:
Interests and Hobbies: Enjoys outdoor activities and spending time with family. Spends the weekend attending local events and being part of the community.
Values: Family health & wellness are a top priority while having a passion for education.
Lifestyle: Healthy work life balance with a high priority on spending time with family, especially children. Focuses on a healthy lifestyle including cooking at home and regular outings.
Personality Traits: Organized, nurturing, proactive, and motivated.
Behavior Information:
Buying Behavior: Relies on friend/online recommendations. Prefers a local, community centered healthcare provider.
Online Behavior: Active on social media where they follow several local community pages and frequently uses the Sanford Health Patient Portal to communicate with medical teams and appointments.
Goals:
Maintain a healthy, active lifestyle while keeping a work life balance and enjoying all the little things of life while having a local healthcare provider.
Objections:
Confusion over which healthcare package is the best for their needs. Often involves conversations about which medical insurances are covered.
Influences:
Peers, parenting groups, and other doctor recommendations. Reads parenting blogs and healthcare articals that relate to family and personal wellness.
Customer Persona:
Name: Jessica
Age: 28
Occupation: Marketing Specialist
Goals: Maintain her families health, life a healthy lifestyle, and focus on a good work life balance.
Challenges: Healthcare choices, balancing responsibilities, and time management.
Personality: Very organized and a natural planner. Nurturing to her family and very proactive.
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