The increasing competition among hospitals necessitates a deeper understanding of patient characteristics, both BPJS (national health insurance) and non-BPJS users, to develop value propositions that are relevant and patient-experience-oriented. This study aims to: (1) analyze and compare the demographic and psychographic segmentation characteristics of BPJS and non-BPJS patients, (2) develop personas that represent patient needs and experiences, and (3) formulate a customer value proposition that reflects patients’ emotional values and experiential dimensions. A descriptive mixed-method approach was employed, combining quantitative and qualitative data through in-depth interviews with nine informants: five BPJS patients and four non-BPJS patients. Thematic analysis identified 35 subthemes grouped into four main themes: (1) Emotional Relationship and Patient Loyalty, (2) Comfort and Patient Experience, (3) Health Orientation and Personal Values, and (4) Social and Cultural Factors. The findings indicate that BPJS patients tend to be relationship- oriented, emphasizing trust, empathy, and accessibility, compared with non-BPJS patients are experience-driven and achievement-oriented, focusing on quality, comfort, and service efficiency. Based on these insights, two personas were developed: the “Loyal and Rational Patient” (BPJS) andthe “Independent and Aspirational Patient” (non-BPJS). The novelty of this study lies in integrating psychographic analysis withpersona development to compare BPJS and non-BPJS patient segments, a perspective rarely explored in hospital management research in Indonesia. The practical implication highlights the need for implementing service and promotional strategies grounded in tailored value propositions that align with patients’ psychographic profiles to enhance experience, loyalty, and the hospital’s humanistic image.