CASE STUDY
Creating Consumer Connections With Segmentation
For most consumers, choosing a pediatric healthcare provider is a deeply personal decision. Attitudes about health issues, perceptions about various providers, as well as cost concerns, are just some of the factors at play in their decision-making process.
Our client, a leading pediatric healthcare system needed to better understand the different ways consumers go about selecting healthcare providers for their children. We helped them by conducting a market segmentation study.
The Challenge
Develop rich, meaningful consumer segment profiles upon which to build a tailored marketing strategy.
Identify core messaging platforms that will resonate emotionally with each segment.
Prioritize marketing investments to encourage consideration and choice among key segments.
The Research
Quantitative survey among target area parents and past patient households collecting data on:
Psychographic and lifestyle behaviors including parenting style
Distinct attitudes about pediatric medical care
Factors influencing choice of pediatric providers and past usage
The Results
Generated multiple consumer segments driven by family values, lifestyles, and pediatric healthcare priorities.
Served as the basis for developing a comprehensive branding and marketing communication strategy.
Identified the direction for messaging based on consumer’s emotions and expectations surrounding their children’s healthcare needs.