Ninety-percent of the data available has been created in the past two years. Consumers have access to more information than ever before and multiple ways to access it. In order to break through the noise, facilities must communicate with consumers in the way they feel most comfortable. This session will highlight the importance of segmenting your population base and the basics of getting started.

1. Making Sure You’re Heard:
The Importance of Consumer Communication Segmentation
Stephen Outten

2. Introduction
Consumers have access to more information than ever before,
inundating them at home and on the go.
In order to break through constant noise and a continuous sales cycle,
facilities must communicate with consumers in the way they feel most
comfortable.
This session will highlight the importance of segmenting your
population base and the basics of getting started.

3. The Consumer Persona

4. Foundations: Personas
• Consumer segmentation is built
upon understanding the
individuals that comprise the
segment.
• These profiles are called
personas and are essential for
hospital marketing efforts.
• Learn what your health consumers want, when they want it,
when they want to receive news about it, how they want to
receive news about it, who delivers news about it, typical
technology used, etc.

5. Persona Resources
• There are ample resources for health system leaders to build
consumer persona profiles:
• Subscription services
• Industry trade publications
• Health resource websites
• Peers “in the field”
• Personal experience

6. Distillation
There are templates, best
practices, and resources, but
when you distill writing personas
to its core, a persona is someone
who wants.

7. Persona Exercise
• The following exercise is intended to enhance your persona-building
with a unique blend of scientific- and creativity-based perspectives.
• PERSONA is an ADJECTIVE NOUN who wants THING.
• Example: Leah is a first-time mom who wants to know whether her 12-
month-old’s midnight fever is a result of teething or of an illness.

8. Case Study:
YourCareEverywhere

9. It Started with a Question
What does a consumer want from a health content site?

10. Whose Answer Became Our Starting Point
Leah is a first-time mom who wants to know whether her 12-month-
old’s midnight fever is a result of teething or of an illness.

11. Evolution of Health Consumer Personas
Preliminary Personas
• Engaged Active
• Family and Caregivers
• Anxious Well
• Chronically Ill
Refined Personas

12. Persona: Family (Mom)
I’m the family doctor, and the Internet is my nurse.

13. YourCareEverywhere

14. Persona-Driven Content

15. Consumer Segmentation

16. Persona Grouping
• Individual personas can be grouped into segments, also called
Tapestries.
• “Tapestry segmentation provides an accurate, detailed description of
America's neighborhoods—U.S. residential areas are divided into 67
distinctive segments based on their socioeconomic and demographic
composition—then further classifies the segments into LifeMode and
Urbanization Groups.”

17. Turning the Prism

18. Tapestry Segmentation

19. Segment Profiles

20. Action Item
• Match a segment with a one-time or ongoing problem
• Air quality alerts for COPD patients, etc.
• How does this segment prefer to receive communication?
• How does this segment prefer to receive care?
• Is this an opportunity to publicize a new outpatient clinic that has later
operating hours or to offer segment-related promotions?

21. The Platform

22. Goals & Benefits
• Based on the custom segment profiles you create, you can start
crafting public health messages designed:
• To improve the overall health and wellness of your community in a format
they’ll most likely consume
• To drive trust and loyalty to your health system

23. YourCareUniverse CRM

24. Built-In Tapestry Segments

25. Vision
• When messages and mediums start to overlap—flu season, back to
school physicals and vaccinations, measles outbreaks, etc.—who will
become top-of-mind in your health consumers’ minds for all of their
healthcare needs?
• Continuous engagement helps ensure you’ll not just survive, but
thrive.

26. Questions?

27. @StephenOutten
@YourCareE
@YourCareU