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Success with Segmentation: A Mix of Art and Science

If your marketing efforts don’t contain hard analytics or data, then you’re only setting yourself up for failure. Data-driven member acquisition will always be your best tactic when acquiring new membership because campaign strategies developed with in-depth knowledge of your audience will ensure you are utilizing the correct tactics to attract members throughout OEP.

Member acquisition during enrollment is implemented by:

  • Customer profiling
  • Segmentation
  • Targeting
  • Optimized marketing mix
  • Campaign optimization
  • and Results measurements

Segmenting Your Audience

Sixty-two percent of American consumers readily share their information online, such as their age, gender, and location.  Agencies and brands will often define their audience and targeting definitions based on these demographic insights, yet they are not rich enough for healthcare marketing on their own. Healthcare brands need to couple demographic data with psychographic data to ensure impactful messaging when it comes to vital times of the year like the enrollment period. 

Seek an agency or consulting firm that employs a range of marketing tools and technological platforms to define the right approaches and messages to produce truly engaging campaigns. To illustrate, here are a few ways you can segment your audience using both demographics and psychographics:

Segmentation by Gender: Demographic segmenting by gender is a great first step in narrowing your audience; however, without understanding the shared personality traits, beliefs, values, attitudes, interests, or lifestyles your segment is still too broad to effectively inform downstream targeting efforts.

Take psychographic insight with regard to caregiving.  Targeting females when it comes to caregiving and decision making can be a tactic that would provide success with regards to segmentation, as around 75% of caregivers are female and spend as much as 50% more time providing care than males. In doing so, it would lend to a more powerful and hyper-focused message yielding far better results.

Segmentation by Age: Demographic segmentation by age is another great way to narrow your audience, but think of the population of each member within the Medicare segmentit’s not a cookie-cutter solution and you have to dive deeper into each area and find out what they’re interested in. Medicare and the senior population are the largest drivers of pharma, which is why it is so imperative to know the ins and outs of this demographic. Targeting the senior market and being hands-on when it comes to providing customer service in various types of communications (email, SMS, direct mail, phone) will help them get answers not only to their questions about their medicine but encourage them to be more engaged and proactive in their pursuit of health. For example, look into a specific retirement community. What sorts of events take place there? What types of activities are that particular segment interested in? Finding out that information will help drive the conversion opportunity as you start to market to them in a more personal way.

Segmentation by Interests: Learning about your customers’ interests and ailments can determine what type of creatives and visuals they would respond best to so that your messaging is more relatable and effective.  Studies show our brains not only process visuals faster, but they remember and convey much more information when it’s delivered visually. For example, if you have a population that is more prone to a certain illness or ailment then develop a persona around that specific population. Let’s take diabetes. It is more common among African Americans and Asian Americans compared to White Americans.  Developing relatable content, mixed with relatable imagery will aid in marketing to your customers effectively.

If we again look at Medicareyou have narrowed them by their age group, but what are their interests? It depends on where they live and what is accessible to them. If your Medicare demographic lives in a warm climate, more often than not they find swimming, aqua aerobics, or golf of interest. In essence, the brand or health plan you market to isn’t your client necessarily, but rather that segment you’re trying to attract.

Once you have divided your audience into several segmentation buckets, you’re able to get further insight using customer profiles or personas built out on HOW they react or engage with your content and how you can further break them up based on various ways members consume content.

Questions you can ask yourself when considering psychographic segmentation are:

  • What are their behaviors when it comes to purchasing?
  • How likely are they to respond to emails or direct mailers?
  • Are these members active in social media or web-savvy?

At GuideWell Connect, we realize segmentation is truly a mix of art and science. If you are struggling to segment your audience, contact us for support. 


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