Example - Best Practices

Applying c2b solutions healthcare market research

Process of applying c2b solutions healthcare market researchThis provides an example of how a healthcare organization might apply c2b solutions healthcare market research:

1. Define what you are trying to achieve


Company A seeks acquisition of new patients/members.

2. Determine your consumer target(s)

Segment 4 “Self Achievers” are the most proactive, wellness-oriented consumers among the five c2b Healthcare Consumer Segments, and are consistent with Company A’s strategy of growth among profitable, prevention-focused members. Company A chooses a Prime Prospect approach, adjusting its advertising campaign to appeal to Segment 4 “Self Achievers.”

3. Set the focus of your message

Segment 4 “Self Achievers” respond positively to clinical messages that focus on improvement, achievement and exceeding personal goals.

4. Create your consumer message

There are “words to use and lose” when communicating effectively with Segment 4 “Self Achievers,” and many insights and data from the c2b Consumer Diagnostic and c2b Insights Accelerator from which to build successful segment-specific propositions and messaging.

5. Disseminate your message

Determine the most effective media to reach Segment 4 “Self Achievers” in a segment-specific advertising campaign. For example, Segment 4 “Self Achievers” are the most likely segment to read News magazines.