HOW IT WORKS?

Behavior Change Marketing works best when the targeted population is segmented properly, based on common grounds that are relevant to the promoted action.

 

Traditional marketing technologies use general settings to segment the population, based on online data, such as ‘browsing history’.
For example, looking only at online data could segment a 60-year-old man with two chronic conditions, who is engaged with his physician and chats with his family online, in the same segment as a 64-year-old healthy man, who has never been screened for cancer and shops online.

 

This approach proved nonsatisfying in health-related behavioral change, as the online activity does not reflect health norms.

Engage your members in cancer screening

Susan

58 years old

Has two chronic conditions.
Engaged with her Physician.

AFRAID

MESSAGE:

You’re managing your current health care issues.
Don’t let new ones sneak up on you

Brad

64 years old

Healthy.

Has never been screened for cancer.

OVERWHELMED

MESSAGE:

Fear of cancer is normal, but early detection is what matters.

Get screened

Julia

62 years old

Healthy.

Gets screened regularly.

ENGAGED WITH HER HEALTH

MESSAGE:

Dear Julia,

this is a kind reminder that you are overdue for your colonoscopy