Making Sure You’re Heard: The Importance of Consumer Communication

Segmentation Stephen Outten

IntroductionConsumers have access to more information than ever before, inundating them at home and on the go. In order to break through constant noise and a continuous sales cycle, facilities must communicate with consumers in the way they feel most comfortable. This session will highlight the importance of segmenting your population base and the basics of getting started.

The Consumer Persona

Foundations: Personas• Consumer segmentation is

built upon understanding the individuals that comprise the segment.

• These profiles are called personas and are essential for hospital marketing efforts.

• Learn what your health consumers want, when they want it, when they want to receive news about it, how they want to receive news about it, who delivers news about it, typical technology used, etc.

Persona Resources• There are ample resources for health system leaders to build

consumer persona profiles:• Subscription services • Industry trade publications• Health resource websites• Peers “in the field”• Personal experience

DistillationThere are templates, best practices, and resources, but when you distill writing personas to its core, a persona is someone who wants.

Persona Exercise• The following exercise is intended to enhance your persona-

building with a unique blend of scientific- and creativity-based perspectives.• PERSONA is an ADJECTIVE NOUN who wants THING.• Example: Leah is a first-time mom who wants to know whether her 12-

month-old’s midnight fever is a result of teething or of an illness.

Case Study: YourCareEverywhere

It Started with a QuestionWhat does a consumer want from a health content site?

Whose Answer Became Our Starting PointLeah is a first-time mom who wants to know whether her 12-month-old’s midnight fever is a result of teething or of an illness.

Evolution of Health Consumer PersonasPreliminary Personas• Engaged Active• Family and Caregivers• Anxious Well• Chronically Ill

Refined Personas

Persona: Family (Mom)I’m the family doctor, and the Internet is my nurse.

YourCareEverywhere

Persona-Driven Content

Consumer Segmentation

Persona Grouping• Individual personas can be grouped into segments, also called

Tapestries.• “Tapestry segmentation provides an accurate, detailed

description of America's neighborhoods—U.S. residential areas are divided into 67 distinctive segments based on their socioeconomic and demographic composition—then further classifies the segments into LifeMode and Urbanization Groups.”

Turning the Prism

Tapestry Segmentation

Segment Profiles

Action Item• Match a segment with a one-time or ongoing problem• Air quality alerts for COPD patients, etc.

• How does this segment prefer to receive communication?• How does this segment prefer to receive care?• Is this an opportunity to publicize a new outpatient clinic that has later

operating hours or to offer segment-related promotions?

The Platform

Goals & Benefits• Based on the custom segment profiles you create, you can start

crafting public health messages designed:• To improve the overall health and wellness of your community in a

format they’ll most likely consume• To drive trust and loyalty to your health system

YourCareUniverse CRM

Built-In Tapestry Segments

Vision• When messages and mediums start to overlap—flu season,

back to school physicals and vaccinations, measles outbreaks, etc.—who will become top-of-mind in your health consumers’ minds for all of their healthcare needs?• Continuous engagement helps ensure you’ll not just survive,

but thrive.

Questions?

@StephenOutten@YourCareE@YourCareU