Image Credit What Is Customer Segmentation? Customer segmentation involves taking a broad group of target customers and segregating them into smaller groups. Customer segmenting is often achieved by grouping customers with a common need, desire or application for specific goods or services toget
Customer segmentation involves taking a broad group of target customers and segregating them into smaller groups. Customer segmenting is often achieved by grouping customers with a common need, desire or application for specific goods or services together.
Although general brand messaging can be effective, it won’t give you the same results that a targeted one can. This is due to the fact that the messaging resonates and tends to become more effective if it is specifically crafted for a smaller group having the same needs and desires.
Let’s take the example of the healthcare industry which includes patients, nurses, and physicians. You can simply take a general message, make some minor changes and say that you’re using a segmented approach. Segmentation is done in order to create different, specific messages for each customer segment that will drive product adaptation.
In the shopping world, women and men react differently to messaging. The same applies to healthcare as well. First-time buyers will react differently to messages compared to repeat buyers. This means that patients who have been recently diagnosed will react very differently to a message than those who have been managing a disease for more than 5 years.
In short, customer segmentation is done to create smaller groups with similar requirements so that you can target unique, customized content and deliver it in a specific way that will generate the best possible results from that specific segment.
Although we have already mentioned physicians, nurses and patients as being three distinct segments serviced by healthcare companies, healthcare consumers can easily be segmented into many other groups.
In a recent survey, six segments of healthcare consumers in the USA were identified. These are:
Customer segmentation is not easy, and if it is not done properly, healthcare app developers will not be able to build the required functionality into the app.
App developers need to cater to the following features based on patient segments:
A healthcare business should provide detailed and proper segmentation of their customers in order to service them in the best possible way. A big part of customer experiences consists of secure healthcare communications, often delivered through in-app messaging platforms for healthcare.
The SmartKarrot app helps you create a personalized experience for your customers. With its Smart Segmentation feature, you can easily improve your campaign results with a customizable, intuitive and in-depth segmentation of your customers.
The simple SDK/API integration combined with an easy-to-use visual interface can help you segment your customers based on a number of parameters – user attributes, device attributes or even app events. You can even combine multiple parameters together to segregate your audience. 15
Finally, SmartKarrot also gives you the option to create dynamic audience groups based on real-time data as well as aesthetic groups based on past data. It’s a simple and effective solution to all your segmentation needs.
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