2014 is going to bring some significant changes for the healthcare industry, and it’s going to be a big year for us here at c2b solutions as well.
Now that we are moving past the start-up phase of the company, we’ve begun to focus on broadening awareness of our healthcare consumer market research and proprietary psychographic segmentation model.
To that end, we are working with our partners at Cleriti to launch a revamped website, with a more vibrant interface and ecommerce capability, this January. c2b solutions is also partnering with other consultancies and advertising agencies to integrate our segmentation model — the c2b Consumer Classifier — into the businesses of several Fortune 50 companies.
In addition to improving our media and web presence, c2b solutions will be presenting its consumer insights at various conferences and speaking engagements.
First on the list is the Pharma Market Research Conference in Parsippany, New Jersey, February 6-7 2014.
The 2014 Pharma Market Research Conference is the premier gathering of senior level pharmaceutical, biotechnology, medical device, and diagnostics executives in market research. Over 300 executives attended the 2013 conference, so this will be a fantastic opportunity for c2b solutions.
I will be sharing the stage with Stephen Longley, CEO of TPG, an Omnicom agency, as we make the application of psychographic segmentation come to life through case studies, data sharing and audience interaction. TPG is a leading direct marketing agency with cutting edge multi-channel capabilities, so we aim to make the conceptual (psychographics) practical with provocative yet tangible examples of improved business results.
Psychographics in Action
For example, the application of psychographics through segment-specific communications led to a significant boost in OTC purchases for an online retailer:
A +31% increase in average total market basket purchases off of a 3X increase in VTO would qualify as provocative. Note the -10% decrease in openership, indicating a more laser-targeted campaign.
Why can the effective application of psychographic segmentation drive such breakthrough results? Psychographics involve the emotions, values, and personality of consumers, allowing marketers to appeal to deep-seated and often unarticulated motivations. Demographic and behavioral segmentation are limited in their ability to connect with consumers on a deeper, emotional level.
The c2b Consumer Classifier
c2b solutions’ psychographic segmentation model is 91.1% predictive as to which of five segments a consumer belongs, based on his/her approach to health and wellness. The c2b Consumer Classifier is a web-based application of the segmentation model, with 12 questions taking a consumer approximately a minute to answer.
By understanding a consumer’s segment, a healthcare provider or organization can customize its communications and product/service offerings to appeal to that consumer’s motivations. Features within the application allow businesses across healthcare industries to increase customer acquisition (patients, members or shoppers), improve loyalty, or instigate health behavior change (e.g., medication compliance).
We look forward to sharing more with you at the 2014 Pharma Market Research Conference.
In the meantime, if you would like to learn more about c2b solutions healthcare consumer insights, feel free read our whitepaper on psychographic segmentation.
