How To Identify Your Core Patient Group
Now that we understand the marketing engine, we return to the input: the people entering the system. To create consistent change, the input must also be consistent. This is where we define our Core Patient Group (CPG) and our Belief System Profile (BSP).
The CPG is the actual group of people we want to serve.
The BSP is the blueprint or psychological profile we use to identify those people.
In other words:
BSP = the criteria
CPG = the real humans who meet those criteria
Everyone has a huge, complex belief system shaped by lived experience. Since beliefs are not practical to change, we instead select the people whose beliefs already align with the change we want to create.
To do that, we build a Belief System Profile composed of five core belief areas. When someone shares these five beliefs, they form a unique psychographic pattern that will consistently produce the change we seek when they move through our system.
The five components of the BSP are:
Identity beliefs
Who do they believe they are? What makes a “good person” in their eyes? How do they define themselves?
Value beliefs
What do they prioritize—health, family, finances, responsibility, long-term thinking, comfort, growth?
Avoidance beliefs
What do they fear? What experiences or feelings do they actively try to avoid? What pain or discomfort shapes their choices?
Decision beliefs
How do they make decisions? Are they methodical, emotional, impulsive, cautious, analytical, or intuitive? What do they believe defines a “good” decision?
Health beliefs
Do they see health as something to invest in, something to maintain proactively, or something to treat only when problems arise?
A single belief is not enough to build a reliable target group. But when all five beliefs combine, they create a distinctive psychographic profile. This unique combination is what allows the marketing engine to generate predictable meaning, feelings, decisions, and ultimately consistent behavioral change.
This is the foundation for selecting the right people to enter your system—and ensuring the system actually works.
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Course Content
Section 1: Foundations
Section 2: Change
Section 3: Who
7. Quality Input = Quality Output
1 min
8. Mass Marketing Is Keeping You A Commodity
4 min
9. You're Not Needed
5 min
10. We No Longer Target By Demographics
2 min
11. We Design Consistent Psychological Changes
10 min
12. How To Identify Your Core Patient Group
4 min
13. Belief-System Profile Exercise
7 min
14. Validating Scale Exercise
13 min