When reaching out to a target audience, it's important to identify what distinguishes individuals within a group. Though people may fall under the same age group or gender, they likely have different goals and concerns. Knowing people's needs, wants and preferences gives healthcare providers insight into the mindsets of prospective patients.
Break down a target audience into smaller segments
Mothers are a perfect example of a target audience that calls for further distinctions. Nielsen, a marketing analytics firm, recently released an infographic that illustrates how moms are an influential group to target. However, it's best to break down this group by age, preferences and life events, among other factors, to develop a narrow outreach approach. Nielsen found that of U.S. mothers who are ages 18 to 29, 13 percent are planning to have a baby, 11 percent hope to buy a home, and another 11 percent want to get married. These percentages demonstrate how people in similar stages can have different life aspirations.
Patient insights give healthcare providers an upper hand
In this example, based on Nielsen's numbers, healthcare providers can target the 13 percent of mothers who plan to have another baby by sending them educational material on pregnancy and recommended times for check-ups. Upon receiving a pamphlet, millennial moms may call the doctor's office to schedule appointments in advance.
Additionally, if healthcare providers are aware of millennial moms who move and become a homeowner within a healthcare facility's area, they can execute a targeted marketing strategy. Knowing when and where a young mother moves gives healthcare providers the ability to enhance patient acquisition efforts. When marketers reach this demographic before other healthcare clinics, that target audience is 5 times more likely to become a long-term patient.