This 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.
c2b solutions Updates
About c2b solutions
The partners of c2b solutions have used their decades of experience at P&G to revolutionize healthcare market research and consumer insights.
Their proprietary psychographic segmentation model uses consumer motivations to help healthcare organizations maximize communications and develop new healthcare strategies.