The focus of this customer persona is to represent the everyday individuals who use Avera Health for their care. The characteristics and key attributes of typical Avera customers are outlined below, followed by a photo and a customer persona designed to reflect the behaviors, needs, and preferences of an average Avera customer.
Customer Profile
Demographic Information
- Age: Avera sees patients of all ages, from newborns to older adults.
- Gender: Both men and women can be taken care of at Avera.
- Location: Avera has locations in many communities across the Midwest particularly in South Dakota, Minnesota, Iowa, Nebraska, and North Dakota. Many of their facilities are located in rual and small town communities to ensure healthcare access in places farther away from locations located in larger cities.
- Education: There is no education level needed for a patient to be seen at Avera.
- Marital Status: Patients can be single, married, or divorced to seek care at Avera.
- Household Size: Averas patients come from a variety of household sizes. Many live in a small to medium household size, consistig of individuals, coupls, and familes with one or more children.
Psychographic Information
- Interests & Hobbies: Many patients at Avera share common interests and hobbies similar to thoes of the general population. They love to spend time with family and friends, many like to travle, participate in sports, spend time outside walking or gardening, and attend school and local community events.
- Values & Beliefs: Avera’s patients value safety, privacy, and trust when receiving medical care, especially when it comes to protecting personal health records and information. Patients also place a high value on compassion, reliability, and quality care, expecting Avera to provide consistent, trustworthy medical services within their communities.
- Lifestyle: Many patients lead busy yet balanced lifestyles, managing work, family responsibilities, and time spent at home. Many work full-time or part-time jobs; while others may be retirees, students, or caregivers. Patients value a healthy work-life balance and prioritize accessible healthcare that fits into their daily schedules, including flexible appointment times and nearby medical facilities.
- Motivations: Many patients are motivated to live a healthy life and prioritize healthcare services that promote wellness, prevention, and overall quality of life.
- Challenges & Pain Points: Some patients may experience financal stress related to medical expenses, insurance coverage, and rising health care costs. Out-of- pocket expenses, copays, and unexpected medical bills can be a concern for many patients; as well as navigating insurance and the billing process may presesnt challenges for some patients.
Behavioral Information
- When choosing a healthcare service at Avera Health, many patients look at the factors such as insurance acceptance, out-of-pocket costs, and quality of care with other healthcare providers. The type of care needed can also influence their decsion. Convenience, appointment availability, and family or doctor recommendations can play an important role in deciding as well.
- Product/Service Usage: Patients can seek healthcare services such as primary care visits, specialty appointments, pediatric care, and preventive services. Many patients also use online tools like the patient portal to schedule appointments, view test results, and communicate with providers. The patient portal consists of the most valuable features such as convenient access to care, clear communication, access to trusted providers, and easy to use technology.
- Online Behavior: Patients commonly use the internet to search for health related infromation, schedule appointments, and access medical records throughout the patient portals. Many patients may rely on search enginges such as Google to look up symptoms, providers, and healthcare services before booking an appointment.
- Customer Journey: Patients offten discover Avera through referrals from primary care providers, family or friends recommendations, or through online searches. They may then vist Avera’s website to research services, locations, and insurance coverage. Key touchpoints include scheduling appointments online or by phone, interacting with healthcare providers during appointments, using the patient portal to access test results, and reciving care.
Goals and Objectives
- Short-Term Goals: Patients may aim to address immediate health concerns, schedule appointments efficently, and receive timely, compassionate care.
- Long-Term Goals: Patients may strive to maintain good health, prevent future illnesses, and improve their overall quality of liife. Familes may prioritize long-term wellness for children, while older patients may focus on managing chronic conditions.
- How Your Product/Service Helps: As a faith-based healthcare organization, Avera supports these goals by offering high-quality medical care grounded in compassion, dignity, and respect. Through trusted providers, accessable locations, preventive services, and supportive spirtual care, Avera helps their patients meet both their short-term and long term healthcare needs and goals.
Objections and Concerns
Potential Barriers: Some paitents may face barriers such as the cost of healthcare services, insurance limitations, or high out-of-pocket expenses, and limited appointment availability may prevent some individuals from choosing Avera.
Common Questions: Some common questions patients may ask is does Avera accept my insurance, how much will my visit or procedure cost, how do I access my test results or medical records online.
Influence Factors
- Influencers: If a patient needs Specific care that can infuluence their desion on choosing Avera, this can range from primary care, pediatric care, to specialists.
Quotes & Real-Life Examples
- Customer Quotes: “Never had a problem with the staff here as they have all been welcoming and warm. Receptionists are always helpful and the doctors are great too. Overall good place.”
-Yelp user review, Sioux Falls SD, USA, (June 20, 2019)
Based on the information gathered, we can develop a clear profile of a typical Avera patient.
Customer Persona
- Name: Lisa
- Age: 45
- Occupation: Lisa is a full-time elementary school teacher working in a local public school district. She has a stable career, reliable health insurance through her employer, and lives in a rural or small-town community where access to nearby healthcare is important.
- Goals: She would like to maintain overall physical and mental health to remain effective in her teaching role as wells as prevent illness by attending routine checkups and screeenings.
- Challenges:Balancing a full-time teaching schedule with family responsibilities makes it difficult to schedule appointments during standard business hours.
- Personality: Lisa is organized and caring reflecting her role as a teacher. She is dependalble and values a good routine that helps her stay on top of her busy schedule.
Sources
- Avera Health: https://www.avera.org
- Yelp – Customer Reviews: https://www.yelp.com/biz/avera-behavioral-health-center-sioux-falls?adjust_creative=duckduckgo&hrid=GD0pagH3g59K6HzoUsq0vw&utm_campaign=yelp_feed&utm_medium=feed_v2&utm_source=duckduckgo
- South Dakota Department of Health: https://doh.sd.gov
- USA Today: https://www.usatoday.com/story/money/2024/12/09/rising-health-insurance-costs/76865884007/
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