Jon Pinnell, ESOMAR, February 2003. Privacy Notice How might segmentation benefit health organizations? A customer population is divided into subgroups - using variables, such as age, sex, income, and lifestyle - and each subgroup is supposed to be internally homogeneous so that marketing activities can be tailored to them with precision. Transportation and Logistics However, this technology is seldom applied to healthcare customer experience management. Take a company like Livongo, for example. How many of us in healthcare are truly engaging in ongoing segmentation of our customer base? Segmentation offers insights into health care consumers’ behaviors and attitudes – critical information in an environment where health care is moving rapidly towards patient-centered care which is premised upon individuals becoming more active participants in managing their health care. And that includes healthcare startups, insurance companies and health providers. A 50-something wealthy working male might need a reminder to schedule a colonoscopy or information on treating back pain. Many B2B healthcare technology companies are creating products that consumers ultimately use. For example, if an insurance company knew that a healthy patient loved to play tennis and travel (ahem, that would be me), it could send a hotel discount at a tennis tournament as incentive for seeking an annual checkup (that’s a gesture that would retain my loyalty for life). See more ideas about Healthcare marketing, Market segmentation, Writing services. Segmentation aims to categorise the population according to health status, health care needs and priorities. How many of us in healthcare are truly engaging in ongoing segmentation of our customer base? Although these dimensions are important, they usually provide little understanding about how and why consumers go about shopping for, selecting, using, and evaluating health care services. Marketing Analytics Customer segmentation is only effective if it is a cross-functional endeavor from the very start. We look to understand the nuances of your market and the customers within that market to; optimise product and company positioning and customer experience. healthcare industry case studies,healthcare technology case studies,healthcare marketing case study, Healthcare Improvement Case Studies. Industrial and Manufacturing SEGMENTATION TECHNIQUES IN HEALTHCARE . Web and Social Media Analytics Whether you are launching a healthcare technology… Strictly speaking, the act of segmenting involves taking a broad group of target customers and breaking or parsing them into smaller groups based on 'common need, desire or application for a … They also suggested, as Livongo also knows, that chronic conditions are a huge financial burden on the US healthcare system. For example, a streaming service like Hulu or Netflix could segment customers based on preferred types of television shows. Together, the findings deliver a clear message: Consumers want more from the healthcare industry. As a result, the client wanted to leverage superior customer segmentation strategies to gain a deeper understanding of their clients, buying preferences, and value perceptions. 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