Cohorts for Healthcare

Marketing in the healthcare industry is full of challenges. To compete effectively, you must know more about your patients and how they are interacting with your institution. Armed with this knowledge, you can optimize your marketing efforts and attract those patient groups that are most beneficial to your organization.

Understanding your best patients and how to target them will give you the power to increase marketing ROI, balance your payor mix, execute superior marketing programs, and make strategic decisions such as site location, budgeting, and resource allocation.

The Value of Cohorts
By adding Cohort segment codes to your database for use along with information readily available in your facility today, you can:

• Comprehensively understand your patient base, including:
• Which segments your patients fall into
• Patient demographic, attitudinal, and behavioral characteristics
• Patient transactional interaction with you, by segment
• Service line utilization and performance by segment
• Revenue contribution per segment
• ROI on marketing programs in segment terms
• Identify distinctions among customers in order to determine which products and services to promote
• Prioritize your marketing dollars on the segments that matter most to your business, by recognizing the differences in market potential and how each segment interacts with you
• Ensure maximum ROI on your marketing efforts by making informed media purchase decisions based on Cohort propensities
• Speak in a language that will resonate with your best patients and esure that each audience hears your message in a way that will make them remember you
• Understand each Cohort’s attitudes and behaviors about the industry from syndicated research like:
• Attitudes towards health management
• Diet and health opinions
• TV, radio, and magazine involvement and advertising receptivity
• Internet usage patterns and preferences
• Privacy sensitivities
• Healthcare information seeking practices
• Locate your best patients for use in strategic planning purposes, to determine service line/facility locations, and for budget and resource allocation.