Updated: Sep 20, 2021
A deep analysis of health care customers can lead to more valuable insights on how to increase engagement and achieve a strong brand presence - on and offline.
How can Healthcare use segmentation outcomes properly?
According to Read (et al., 2021), there are 3 main actions to be taken using customer segmentation analysis.
Use different segmentations to market products and services. Consumers are sighting for new, digital ways to connect with their healthcare services, and providing them with tools is a strong differentiation factor.
Be transparent in your communication - privacy issues are BIG for the segment. "Historically, consumers have had to deal with lack of transparency in costs and the value of services in health care, making informed decisions difficult. A more informed, empowered consumer is more likely to make decisions that lead to better health outcomes" (Read et al., 2021).
Trust is key for consumers in healthcare, especially for digital technology. The stronger is your relation with your consumers, the more likely they will share their data with your brand. "Patient data, obtained from more channels and sources than ever before, can yield relevant insights that can allow companies to craft more targeted and meaningful patient experiences" (Read et al., 2021).