Research supports targeted messages, programs

40+ and their chronic diseases drive up country’s costs

Today the U.S. 40 and older population, responsible for 72 percent of all health-care costs, is actually far less healthy than older generations.

We’ve tried HMOs, brochures, and cajoling. And still the rates of diabetes keep rising, heart disease remains our number one killer, and lifestyle-related cancers have increased.

Targeted messages yield results

By now we should have concluded that changing behaviors requires an understanding of the motivations behind the behaviors.

Predicting who will become diabetic does not tell us the why, the motivations behind our choices. In order to motivate, we need to know what will motivate.

We believe that by understanding an individual’s health-related motivations, targeted health messages can be developed and delivered.

These targeted messages, in turn, increase the possibility that an individual will make more healthful choices in the future.

Changing behaviors requires an understanding of the motivations behind the behaviors.

25 years of research,
20,000 respondents

We began our research on the 40 and older U.S. population in 1989.

As specialists in measuring attitudes and segmenting populations based on those attitudes, we saw the need to quickly, cost-effectively, and reliably measure the complex motivational barriers to better health.

The Morgan-Levy Health Cube is an outgrowth of our research.

Health Motivations: 7 Dimensions That Shape America’s Health, our most recent book, describes our research in detail and contains chapters on the validity and reliability of our system.

Now available as a paperback and e-book at and

Health Motivations
Strategic Directions Group, Inc. Strategic Directions Group, Inc.