Segmenting the healthcare Universe

The Challenge

Identify and illuminate the highest opportunity segments of net new patients, so our client can shape a resonant and impactful marketing and comms strategy that drives acquisition.

A leading healthcare system faced the complex challenge of navigating a highly competitive and fragmented healthcare market. Despite enjoying a strong brand reputation, they struggled with limited visibility into the specific needs and barriers influencing switching behavior. They partnered with us to help them understand the landscape of potential patients, where they should focus their efforts, and ultimately discover how to break through.

The Approach

We surveyed 2,500 insured, adult healthcare decision-makers in their market —exploring their attitudes, behaviors, and experiences with their healthcare systems. Collaborating with stakeholders, we carefully considered opportunity value metrics (i.e., location, insurance, medical needs, and media habits) that pinpoint the patients with the highest potential fit and the way best to reach them. We then prioritized two segments to share their healthcare stories via video and text in a 3-day digital diary.

The Impact

Our client had plenty of raw data, but this work gave the organization a face to the data and heartbeat to match it. We provided clear, strategic direction to develop a comms approach that will resonate deeply with priority segments and foster lasting patient relationships. Crucially, these segments were built to be actionable, connecting directly back to their internal databases via the typing tool. By prioritizing well-defined, relevant segments based on what truly benefits its patients in their community, the client can now focus their energy where it matters most. This ensures that future outreach carries empathetic messaging that brings in new patients despite a crowded market.