Hidden Gems of Healthcare

One-to-one, not one-size-fits-all, is what works in healthcare, given the personal nature of making choices that impact one’s feelings of security and well-being. Lifestyle, age, income, education, health status, risk-tolerance and a host of other considerations can be pivotal factors in health insurance purchasing decisions.

Diverse products, distinctive markets, and unique customers/prospects combined with consumers’ expectations of personalized attention demand a marketing strategy of refined customization. Partnering with custom-media firms that meld the science and art of business-to-consumer communication and distribution can streamline the process—including planning, implementation and results-measurement.

When a core business starts heading south, survival depends on being able to change direction by sighting on different targets. For health marketers, the challenge of meeting promising opportunities in the individual insurance and Medicare markets involves refocusing and retooling to strengthen the ongoing value of the brand to highly segmented consumer targets using customized communication channels.

Sources

1 U.S. Census Bureau, Table C-3, “Income, Poverty, and Health Insurance Coverage in the United States: 2007” (August 2008). http://www.census.gov/prod/2008pubs/p60-235.pdf

2 Kaiser Family Foundation, “Impact of Unemployment Growth on Medicaid, Uninsured, and State Revenues” (April 28, 2008). http://slides.kff.org/chart.aspx?ch=360