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
58 years old
Has two chronic conditions.
Engaged with her Physician.
You’re managing your current health care issues.
Don’t let new ones sneak up on you
64 years old
Has never been screened for cancer.
Fear of cancer is normal, but early detection is what matters.
62 years old
Gets screened regularly.
ENGAGED WITH HER HEALTH
this is a kind reminder that you are overdue for your colonoscopy