Segmenting the healthcare Universe
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.
Building a Winning Proposition
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Understanding the Shopper Journey
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A Modern Look at Masculinity
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