mHealth Buyer Persona
Sam Stern

Sam is the Founder and Chief Marketing Technologist at Modallic. Modallic specializes in brand development and marketing for Mobile Healthcare Technology (mHealth) firms. As a life-long entrepreneur, Sam directs the mHealth storytelling and mHealth agile marketing process unique to the Modallic approach.

Understanding and creating a clear picture of your Buyer Persona is critical.

Telling a power-packed mHealth story takes some serious thinking and market research.

Getting a clear picture of exactly WHO your Buyer is makes telling your Story easy.

Keep in mind… You’ll encounter multiple Buyer Personas at various stages of the marketing and sales process.

So, you’ll need to flesh out multiple Buyer Personas.

Here’s a tool- a cheat sheet- to get you thinking about and flesh out your mHealth Buyer Personas.

Let’s look at the information you’ll want to gather.


Buyer Persona Demographic Information


You’ll want to capture basic demographic information to create a basic profile of your Buyer Personas.

Demographic information includes:

  • Age
  • Gender
  • Ethnicity
  • Family Status (Single, Married, Number of Children…)
  • Income
  • Occupation/Position
  • Education


Buyer Persona Psychographic Information


Next, capture those psychological traits of your Buyer Personas. This helps you to understand what makes them tick.

Lifestyle- How your Buyer Persona lives leaves clues about their Attitudes, Beliefs, Values, and what’s important to him/her. Also, it’s information that is more accessible.

  • Where do they live? City, Suburban, Rural? Type of neighborhood?
  • Restaurants they frequent?
  • Entertainment?
  • Travel?

Personality Type? What is the dominating personality trait or characteristic of the Buyer Personas you encounter?

  • Amiable
  • Analytic
  • Expressive
  • Driver/Authoritarian

Personal Beliefs? What beliefs are your Buyers passionate about and invested in personally?

  • About Health Care
  • About Change
  • About Communication

Values- What are their political and religious beliefs and values?

  • Traditional/Conservative?
  • Progressive/Open-minded?

Attitudes- What are their attitudes and outlook on life?

  • Cynical?
  • Skeptical?
  • Trusting?
  • Optimistic?

Career Concerns/Challenges- What do they fear and what motivates them as an individual in their position?

  • Comfortable in current position?
  • Threats in current position?

Maslow’s Hierarchy of Needs serves as a guideline to understanding the psychological traits and motivations of your Buyer Personas. Based upon observation and interaction with your Buyer Personas, you’ll want to understand their  needs, desires, and personal challenges.


Buyer Persona Behavioral Information


Now that you understand the psychological traits, it’s important to understand how your Buyer Personas really behaves.

  • How do they buy? What information do they need and value as part of the buying process? What role do they play in the buying process?
  • How do they use your product/service?
  • How do they view your competition?
  • How loyal are they?
  • How do they evaluate your product/service and arrive at a buying decision?

In order to craft a compelling and engaging story for your Buyer Personas, you must grasp how they behave, what they are looking for, and how they make decisions about your product/service.

Keep in mind, that as your buyer becomes more educated about your product/service, these behavioral traits will likely change. The buyer’s demographic and psychological traits tend to remain unchanged.. With this understanding, it’s important to seek out newer and better ways of connecting with your prospective buyers, educating them and motivating them to engage.


Buyer Persona Technographic Information


Since you’re delivering a mobile technology solution, understanding the technology, demographic, psychographic, and behaviors using mobile technology is vital.

  • Are they a smartphone user? iPhone or Android?
  • Do they use a Tablet device? On the job? At home?
  • How do they use their Smartphone? What are their favorite apps?
  • What do they use to research your product/service solutions? Smartphone? Tablet? Desktop?
  • Where do they do this research? On the job? At home? During business travel?
  • How do they consume content? Text? Audio, Video… or a combination?

Information about your product/service they seek: blog posts, industry trade articles, White Papers, Webinars, etc.

Preferred method of communication and contact: phone, email, text?


More Helpful Buyer Persona Resources for mHealth Marketers


In addition to the “cheat sheet” outlined above, check out these resources to gain more understanding of the Buyer Persona development process:

9 Steps to Profiling Buyer Personas Peter Sandeen is an expert in the psychology of crafting value propositions and website conversions. This article is especially useful for B2C mhealth app developers.

Building Buyer Personas: A Checklist for High-Tech Marketers- This article gives additional insights for B2B enterprise Buyer Person development of High-Tech buyers.


Creating and telling your unique mHealth marketing story is your difference in the marketplace.

Understanding your Buyer Personas and developing  clear, concise profiles puts a “face” on exactly who these people are.

When you know how your buyers think, feel, and act you’re able to make real personal connections with real people.


 (NOTE: This post was updated on July13,204)


photo credit: pinwheel via photopin cc

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