In our recent article, Psychographic Segmentation: Reach Your Ideal Patient with Media, we revealed some of the high-level psychographic categories we’ve identified to better tailor messaging and media strategies for patient acquisition. You may be wondering, “This information is great, but you’re a marketing expert. How can I put these findings to effective use?”
Employing psychographic segmentation strategies happens to be a specialty here at Response Mine Health, and today, we’d like to share a few tips on how you can move toward a holistic patient acquisition strategy.
Recently, we audited healthcare and demographic data of a metropolitan city in the Southeastern U.S. to develop patient personas for a prostate cancer treatment offering for a primary hospital group in the area.
The data itself is inert— population growth statistics, age by zip code, health risk scores, average income data, and so on.
The key to actually leveraging this data is understanding what questions to ask it.
For example, prostate cancer commonly affects men over 50 years of age, and African American men are more highly likely to be diagnosed than other groups1.
So, knowing where the highest concentrations of African American men over age 50 would be valuable.
To examine the question from a different angle, consider insurance coverage. For a hospital promoting a treatment covered by insurance, it would be valuable to have data around what locations not only had the ideal populations of patient candidates but who also carried the kind of coverage the hospital prefers. Being able to layer these two unique data sets together becomes even more valuable.
Let’s take it one step further—suppose you’re a hospital or medical group offering a newer treatment that’s not yet covered by major insurance carriers. Chances are, you’ll be looking for patient candidates who can afford a costly elective procedure. Knowing where to find populations of men who are both willing and able to spend generously on quality care could save you thousands in media spend through more effective ad buys through geofencing.
These are just a few of the questions we’ve been able to answer using our predictive modeling and analytics tools.
Moving from Analytics to Psychographics
Once you’ve identified a few of these key data points, the next questions to ask your data are what concentration of dispositions lie within given areas. Determining this often proves elusive. Knowing how to market your service means understanding who you serve. Are you serving a population of health seekers like elite health and yoga enthusiasts? Does your hospital serve a low-income neighborhood with limited access to services and health information? Do you serve a community of affluent suburban seniors who are relatively inactive?
Depending on what communities you serve, chances are you need a targeted, diversified media portfolio that employs multiple messaging strategies to meet a common goal. Approach this with a holistic attitude. To aptly assign a disposition to a population of a given location requires that you do research. The best way to find out how your patients interact with healthcare is to ask them directly. Patient surveys are the backbone of developing personas and psychographic profiles.
You may have two 53-year-old men living on the same street, both who are likely candidates for your treatment program who have vastly different attitudes toward health care. Telling them apart without some level of input from them is practically impossible. In the case of a lack of data or patient feedback, there are other ways to segment by disposition and location, but it can be difficult, as it requires the use of proprietary data mining tools and deductive reasoning.
Enlist a Partner to Develop Your Segmentation Strategy
If drafting survey questions, collecting data, connecting multiple data points, layering query upon query to data for a given geographic target and deducing where and how to market to your ideal patient with the write message sounds difficult, you’re right. It is.
That’s why effective segmentation is so important.
Once you’ve reached a plateau in your marketing efforts, moving the needle even a millimeter becomes challenging. The good news is, we’ve been able to save clients considerable time and money with our analytics capabilities. Not only can we help you create messaging, targeting and channel-specific marketing strategies based on location and disposition, but we also have the ability to track the results of these efforts and demonstrate positive ROI based on those strategies.
If you’re interested in segmentation, strategy or would like to learn more about our case study on prostate cancer, contact us today!