Creating a segmentation to inform acquisition for a private health insurer

Our client is a member’s own, restricted access private health insurer. Due to the nature of their eligibility criteria, it is critical that business understands how to drive acquisition of new members. The business was seeking a segmentation of their primary, secondary and tertiary target markets to inform messaging, product tuning and targeting.

A qualitative exploration revealed a number of dimensions and motivators across the existing and potential customer database. This was fed into a quantitative creation of segments, which sought to size the segments, and understand their unique needs, motivators, and level of cover sought.

These segments were brought to life through live workshops, pivoting into an ‘insights to action’ development of strategy. The segmentation solution has now been deployed across the client’s business, being used to quickly assign inbound calls, allocate the existing database, and tailor messaging and approach to drive better acquisition through more nuanced messaging.