Every company has a knowledge base. The Story is no exception.
We take notes to write down our experience, record the research results, prepare our own tools to improve our work, etc.
Some of this knowledge is suitable for sharing with all interested parties.
However, an issue has drawn our attention: the communication of information. Even if we have something worth sharing, it can easily get lost.
So we decided to prepare the knowledge in the form of a checklist for the professionals in the field of Healthcare marketing.
Target group. What to keep in mind when you want to determine it?
We must engage others with our products: readers, customers, or viewers. We often read that we need high-quality interactive content to capture the audience’s attention.
Advice about content abounds, but nobody wants to reflect on the customer group, which is the foundation. It is also a painful subject for every marketer.
Who will come to us? How many of them will there be? Will anyone buy anything? What to do if it’s not about the content but the service, product, or brand? Who are we addressing our message to? What should we work on?
After all, you won’t start the work of creating or enhancing a medical service with content. Defining the target group is the first step to success.
The traditional way of thinking about customer segmentation
What is the issue with building any audience group? The problem is in the marketer’s way of thinking: age, level of education, earnings, geography, and place of work. Have such criteria ever helped anyone in reaching their target?
When it comes to patients, it is even more difficult. You tend to think: I need patients with asthma because I produce (or design) a device for patients with asthma (or I work in telehealth). Great, but how to determine the group of health service recipients?
Patient groups
In addition to the demographic and therapeutic divisions, all patients belong to their respective groups in terms of their health and treatment. PIP Health has created an appropriate segmentation based on its own research from 2014.
All patients have been divided into four groups: Evaders, Tolerators, Fighters, and Cynics. Patient segmentation is highly valuable due to its concept because it, among others, points to the fact that some patients do not want to receive treatment and prefer not to think about their condition.
For this reason, when working on innovation for the healthcare market, its creator can mainly count on Fighters and Cynics.
#WPOGOTOWIU. Example of patient segmentation
Patients feel, speak, think, and act differently. The first page of our bold action #wpogotowiu, entitled Patient Segmentation, is devoted to it.
It has been specifically designed for the heroes working in the difficult area of healthcare service marketing communication. They are content managers, researchers, UX designers, PR specialists, marketing directors, and their teams.
Simply download the note and print it on an A4 sheet, use a hole punch, and put it in a binder. Enjoy!
You don’t need to provide your email address to download the note. Just click the link below.
Download: Patient segmentation (PDF checklist)
Hero shot: Doctor Popular / Flickr.com / Bbit.ly/2lSqRTg / CC BY-SA 2.0
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