Health is a fundamental component of life and affects all of us. But the very definition of what "health" is varies both in the understanding of each individual and generally in medicine, research and healthcare. The associated attitudes, behaviors and expectations are even more diverse.
INTEGRAL has carried out numerous projects in the field of health research in recent years. Our sister institute SINUS also continuously researches perceptions, needs, wishes, fears and behavioral patterns in this area and how these are manifested in the different social milieus. Our qualitative and quantitative research projects within the INTEGRAL-SINUS-OPINION group for various clients (Pharmaceutical sector, corporate HR and health departments of different companies as well as public institutions) on many different topics in the health sector have provided us with a comprehensive understanding of the various aspects of health: Dealing with illness, prevention behavior, the assessment of personal responsibility, the use of healthcare services, control competence, the perception of the healthcare system and its actors differ very clearly depending on the milieu.
However, it is not only the health-related values, attitudes and lifestyles that differ considerably between the various social classes or population groups, but communication needs also vary significantly. Therefore, it is helpful to include the social model of the Sinus-Milieus when designing communication, shaping motivation, and finding starting points for optimizing communication strategies.
