Segmenting the student healthcare market: implications for long-term and preventive healthcare.

This paper presents the findings of a cross-institutional study of health care concerns and activities of 18-25 year old college students. In general, the subjects tended to perceive themselves as quite healthy, and were not highly concerned about health issues. However, the subject group was not homogeneous. Therefore, this paper identifies three different segments of college students--the "Unconcerned" group, the "Worried" group, and the "Physical Image" group--and details their different attitudes, concerns, and behaviors.