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Integrative Physician Market Landscape 2017: A RealPersona™ Segmentation Study of U.S. Integrative MDs and DOs, Baseline Report

Integrative Physician Market Landscape 2017: A RealPersona™ Segmentation Study of U.S. Integrative MDs and DOs, Baseline Report


Interest and engagement in integrative health and medicine is expanding rapidly. More and more Americans are disillusioned by today’s healthcare system and are being drawn to an integrative, whole person model of healthcare. Recent data shows that over one-third of adult Americans have utilized a complementary health approach (such as acupuncture, chiropractic, massage therapy, naturopathy, etc.)1, with over $30 billion of out-of-pocket expenditures for complementary health approaches, of which $14 billion were spent on visits to complementary practitioners2.

This first-ever Integrative Physician Market Landscape 2017 research study looks at one group of clinicians within this practitioner landscape — the licensed physicians (MD and DO) practicing integrative medicine in the US. This report profiles the physicians who are practicing integrative medicine, what drives them to transition from conventional to integrative medicine in both their clinical philosophy and therapies, how they define their clinical approaches, what motivates them, the barriers to their transitions, and the challenges they face as they pursue their profession. In addition, the report identifies the key market segments within the integrative physician community.

RealPersona™ Segments

Through a segmentation study, five distinct smaller segments of integrative physicians emerged. The value of these unique RealPersona segments is that they are actionable. They can point marketers to certain targets that are either closely aligned with their own brands, may present opportunities for brand growth, or bring an awareness to certain groups’ behaviors that otherwise may not have been known. The information from the RealPersona segments provides insight into what motivates distinct integrative physicians to respond and interact.

1“Trends in the Use of Complementary Health Approaches Among Adults: United States, 2002-2012” U.S. Department of Health and Human Services, Centers for Disease Control and Prevention (CDC), National Center for Health Statistics, National Health Statistics Reports, Number 79, February 10, 2015.

What’s Inside

● Data from 1,133 integrative MDs and DOs from 49 states, the largest pool of active integrative MDs and DOs ever surveyed for a landscape report
● 323 pages plus appendix & 172 data charts
● Distinct and actionable RealPersona™ Segment Profiles to determine shared values and differentiating factors — invaluable for marketing and sales
● Knowledge of what drives these physicians to transition from conventional to integrative medicine in both their clinical philosophy and therapies
● Their motivators and how to reach them
● General trends, usage, sentiments and behaviors
Report Packages

● Baseline Report:
○ Profile of Integrative Physicians (117 pp.)
○ Four Special Reports (33 pp.)
○ Appendix (48 pp.)
● Full Report:
○ Profile of Integrative Physicians (117 pp.)
○ Four Special Reports (33 pp.)
○ Appendix (48 pp.)
○ RealPersona Segmentation (170 pp)
○ Five 11x17 RealPersona Segment Profile Boards
What Companies Will Benefit From This Report?

● Dietary supplements
● Medical foods
● Diagnostic labs
● Medical devices
● Therapeutic devices
● Health technology
● Health systems
● Health centers
● Payors
● Recruiters
● Academics/Universities
● Medical schools
● Think tanks

Who Will Benefit?

● CEOs
● COOs
● CMOs
● Marketing Directors
● Category Managers
● Innovation Managers
● M&A Groups
● New Ventures
● Entrepreneurs

Study Background and Objectives
RealPersona™ Segments
Definition of Medicine and Practice
Respondent Pool
Methodology and Screening Criteria
Rounding Numbers
Executive Summary
Shared Values and Views
Differentiating Factors
Key Findings
Section I: Profile of Integrative Physicians
Chapter 1: Study Respondent Pool
Basic Demographics
Geographic Representation
Study Demographics Relative to U.S. MD and DO Population
Chapter 2: From Conventional to Integrative
Physician History, Profile, and Views
Gaining Integrative Medicine Education and Experience
Timing of Transition
Evolution into Integrative Medicine Viewpoint
Chapter 3: Current Practice Situation
Practice Ownership
Role in Decision-Making
Personal Income
Gender Pay Gap
Importance of Pay
Quality of Life
Chapter 4: Views of Food & Medical System
American Food System
American Healthcare System
Chapter 5: Barriers and Challenges
Integrative Medicine Transition Barriers
Integrative Medicine Challenges
Integrative Peer Support
Chapter 6: Self-Identification
Practice Description
Defining Integrative Medicine
Chapter 7: Motivation & Influences
Motivation to Practice Integrative Medicine
Influential Doctors
Educational and Professional Resources
Association Education Event Attendance
Association Membership
Conventional Medical Association Membership
Integrative Medicine Fellowship Programs
Integrative Medicine Board Certification
Chapter 8: Certifications
Reasoning Behind Additional Certifications
Chapter 9: Clinical Practices
Practice Therapies
Usage of Integrative Medicine Techniques
Length of Appointments
Chapter 10: Business Practices
Patient Population
Hospital Privileges
Patient Communication Techniques
Payor Models
Self-Pay Practice
Patient Acquisition
Health Partners
Chapter 11: Clinical Practice Details: Dietary Supplements and Other Products
Dietary Supplement Recommendation and Sales
Factors Influencing Supplement Brand Recommendation
Recommendation of Popular Supplements
Other Products Used
Section III: Special Reports
Chapter 1: Higher Quality of Life and Increase in Pay
Additional Key Group Differentiators
Brand Attribute Preferences
Chapter 2: Concierge/Membership Models
Group Overview
Personality of the Concierge/Membership Group
Definition of Integrative Medicine
Practice Control
Pay/Income Factors
Practice Description
Patient Approach
Specialties & Therapies
Challenges and Barriers
Diagnostics, Devices, and Supplements
Food and Healthcare Systems
Personal Brand Attraction
Happiness and Pay
Chapter 3: Location
Definition of Integrative Medicine
Pay/Income Factors
Quality of Life
Patient Acquisition
Specialties & Therapies
Food and Healthcare Systems
Chapter 4: Market Size Estimate
Table of Figures
Figure 1-1: Gender
Figure 1-2: Age Range
Figure 1-3: Top 15 Integrative States (vs. All Doctors*)
Figure 1-4 Areas of Specialty
Figure 1-5: Methods to gain Integrative Medicine Education and Experience
Figure 1-6: Timing of Transition
Figure 1-7: Timing of Transition Relative to Years in Practice
Figure 1-8: Evolution of Integrative Medicine Viewpoint
Figure 1-9: Ownership
Figure 1-10: Freedom to Decide Modalities
Figure 1-11: Role in Decision-Making
Figure 1-12: 2015 Personal Income
Figure 1-13: Income Boost or Decline Relative to Conventional Physicians
Figure 1-14: Change in Quality of Life Since Transition
Figure 1-15: Attitude Toward American Food System
Figure 1-16: Attitude Toward American Healthcare System
Figure 1-17: Barriers
Figure 1-18: Challenges
Figure 1-19: Integrative Medicine Community Support
Figure 1-20: Self-description of Practice
Figure 1-21: Most Important Attributes of Integrative Medicine Practice
Figure 1-22: Importance of Spiritual Life
Figure 1-23: Reason for Practicing Integrative Medicine
Figure 1-24: Factors Contributing to Integrative Medicine Transition
Figure 1-25: Doctors Influencing Practice
Figure 1-26: Influential Physicians
Figure 1-27: Continuing Education Resources
Figure 1-28: Association Education Events Attended in the Last 3 Years
Figure 1-29: Integrative Medicine Associations Membership
Figure 1-30: Membership in Conventional Professional Medical Associations
Figure 1-31: Qualified in Integrative Medicine Fellowship Program
Figure 1-32: Certifications Needed Beyond MD License
Figure 1-33: Reasons for Obtaining Additional Certifications
Figure 1-34: Practice Specialties
Figure 1-35: Therapies Used
Figure 1-36: Percentage of Patients Treated with Integrative Medicine Approaches
Figure 1-38: Length of Patient Appointment
Figure 1-39: Initial and Follow-up Average Appointment Times by Payor Model
Figure 1-40: Patient Population
Figure 1-41: Hospital Privileges
Figure 1-42: CAM Practitioner Network
Figure 1-43: Patient Communication Technologies
Figure 1-44: Payor Model
Figure 1-46: Billing Policy for Medicare
Figure 1-47 Self-Pay Practice Business Model
Figure 1-48: Self-Pay Business Model
Figure 1-49: Self-Pay Features Offered
Figure 1-50: Method for Patient Acquisition
Figure 1-51: Health Partners
Figure 1-52: Product Usage
Figure 1-53: Recommend Supplements to % Patients
Figure 1-54: How Supplements Are Recommended
Figure 1-55: How Supplements Are Offered
Figure 1-56: Important Factors for Recommending Dietary Supplements
Figure 1-57: Types of Supplements Recommended
Figure 1-58: Diagnostic Labs Used
Figure 3-1: Specialties, Therapies, Journals Read
Figure 3-2: Distinguishing Factors for Higher Quality of Life/Increase in Pay
Figure 3-3: 2015 Brand Attribute Preferences
Figure 3-4: Self-Pay Benefits
Figure 3-5: Specialties
Figure 3-6: Therapies
Figure 3-7: Challenges
Figure 3-8: Barriers
Figure 3-9: Association Membership
Figure 3-10: Location and Integrative Approach
Figure 3-11: Location and Spiritual Life of Patient
Figure 3-12: Location and Top 8 Challenges
Figure 3-13: Location and All Other Challenges
Figure 3-14: Location and Barriers

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