Patient-Centered Healthcare and Behavior-Based Segmentation

As the ACA measures are phased in, many businesses grasp that they must center their efforts on the patient. A segmentation model is the first step in creating an effective marketing strategy. This model not only can be leveraged, but also is one that can be acted on effectively.

Creating an ideal segmentation model includes weighing your insurance company’s capabilities and goals. This model should act as a blueprint; it will provide insight into what measures should be taken to reach potential customers.

In producing a segmentation model, there are some other things to keep in mind. It is important to understand that here is no universal model; marketers should make it a priority to develop a segmentation model that accurately captures the public.

segmentation-model

Understanding an individual’s habits/behavior is just as important as knowing overall demographics – by Silverknight Adherence

Some parameters to consider are geography, demographics, and psychographics. These parameters are broad, yet also can be used to make models that capture all types of people/attitudes.  There are some things to be careful of: Making a model that is segmented too broadly could cause you to market to a high risk patient unknowingly. Also, making a model that is too specific/narrow will either not capture everyone, or make it too confusing to make a solid game plan.

 

For example, the Centers for Medicare and Medicaid Services established six types of people based on health decisions & habits. They are differentiated by their age, health, how important they see health care, if they use preventative care, and their level of worry. Below is a brief description of each of the six types of patients:

 

 

 

Table of CMS' segmentation model

Segmentation model of Centers for Medicare and Medicaid Services’ types of patients

How could a model like the CMS’ be leveraged? One way is to understand unique habits of these groups, and proactively weigh how they are to utilize their health care.; if they seek it at all the group that poses an issue is the healthy and young group, which would be low cost and low risk for an insurer. However, there must be an active effort to change how some groups perceive healthcare.

A marketer has a multifaceted issue to deal with:

1) To change their attitude involving healthcare and,

2) To encourage them to take preventative measures, but not overuse their insurance.

 

 

Understanding the new market, and what the public’s habits are involving health care are especially important.  The task will involve recognizing/targeting customers, and to change their mindset on health care the priority they put on their health.

 

As mentioned earlier, marketers may see an increase in the interest in individual healthcare; however they must be careful not to cast a wide net. The internet/social media is the ideal avenue to find new, specialized customers in this new climate. (Mentioned further in depth in next blog)