New insights from market intelligence company Infiniti Research describe four ways in which market segmentation will serve as an advantage to the new focus on consumerism in healthcare:
- Patient engagement: Interacting with patients based on behaviors and attitudes, rather than simply clinical information, will allow providers to build deeper, more meaningful relationships with their patients.
- Healthcare marketing: Patients are unlikely to all respond the same way to a single marketing message; segmentation will not only guide providers in the creation of multiple segment-specific outreach plans but also save money that would be wasted on a broader, less effective marketing strategy.
- Distribution strategy: Knowing where specific groups of patients are geographically based can help healthcare organizations better decide which providers and services to offer in each of their coverage areas.
- Product and service development: Similarly, by monitoring how different subsets of patients respond to current offerings, providers can determine where gaps exist and develop new products and services to bridge those gaps.
More articles on consumerism:
Gen X most likely to use mobile apps to manage medical conditions, survey finds
Technology has helped, not hurt, the physician-patient relationship: report
Tech companies dominate list of best global brands: What healthcare can learn about consumer engagement
