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CEOCFO Magazine Showcases c2b solutions

red-heartThis week, CEOCFO Magazine published an interview with Rob Freeberg, President of c2b solutions. Lynn Fosse, Senior Editor of CEOCFO Magazine, spent time with Rob Freeberg to understand c2b solutions’ mission, services, and plans for the future.


The following provides some highlights from this interview. To read the full interview, click the following link:

CEOCFO Interview with Rob Freeberg 



What is c2b solutions?

CEOCFO: Mr. Freeberg, what is c2b solutions?

Mr. Freeberg: We are a consumer health care organization or consultancy, and we have looked at the health care market and observed that a “one size fits all” mentality among health care providers and health care payers does not fit today’s world. You have to motivate people based on who they are — their motivations and preferences — so we have created a psychographic segmentation model of health care consumers that allows for customization of messaging and product offerings. Essentially, we are a data/insights organization.

CEOCFO: How do you address each client’s problem?

Mr. Freeberg: As with any insights, they have to be data driven and proven. We did a 4,800+ consumer study across 384 different health care measures to understand what consumers’ attitudes and behaviors were, and then we segmented those 4,800 people into five groups based on motivations and approaches to health and wellness… We have that information on U.S. healthcare consumers, in general, and for our psychographic segments, specifically, in a database that you could purchase. It is a smart database where you can pose inquisitive business questions.

For instance, you might want to know who are the women, age 40 and above, that shop at Kroger for their prescriptions and also have osteoporosis. As a marketer, if you want to target this group, the analytics tool will isolate them and will provide you with a myriad of behavioral and attitudinal information — in other words what those people are doing and thinking across multiple touch points of the healthcare system. The psychographic data, then tells you how to optimize your communication with them.

Target Marketing and Communication

CEOCFO: Are most organizations aware that they need to be more on target and they need to look for the nuances?

Mr. Freeberg: The Affordable Care Act is interesting in that it says we want to have very high quality care, we want the patients to have a great experience, and we want to do that at a much lower cost. The ACA incentivizes these outcomes, but does not tell [healthcare organizations] how to do it. This is because the government does not necessarily know how to do it either.

All those organizations that are affected by this enormous driver are aligned in they want to do the right things, and they want to achieve the goals. They want to keep people from being readmitted 30 days after procedure. They want to make sure people have a great experience when they come through the system and they want to manage costs effectively. They know where they want to go, they just do not know the best way to get there.

I would say organizations may not consciously know that they need to take a more effective communication approach or employ a segmentation model, but they know they need assistance in many areas to get this done. They are very open to these ideas, but they have not been actively looking for the solutions c2b solutions offers.

Awareness Efforts

CEOCFO: How are you encouraging people to know c2b solutions and the value you provide?

Mr. Freeberg: We have been focusing on the process of building out our capabilities, the proof of concept and case studies, as well as partnering with organizations that can provide the technological support for our type of data. We are not a tech company, we are an insights and data organization, but there are some effective technologies that can be used to leverage our insights and data. This is kind of how we see ourselves in layman’s terms — like the “Intel inside” — and we are happy to be integrated with a lot of different technologies and products. We have been laying the foundation there and building our digital presence, and we just started our PR campaign. We are at the point now where we are trying to create awareness and scale that way.

CEOCFO: What steps are you taking?

Mr. Freeberg: We are doing a fully loaded PR campaign with press releases, interviews and editorials. We have a marketing partner, Cleriti, that works with us and is managing that end of it.

Going Forward

Mr. Freeberg: The idea is to scale through technology and scale through partnerships to leverage things that do not necessarily require a high level of human capital. There are the opportunities for partnership with c2b solutions and for a larger entity to scale us up.

We are working with data compilers and we have worked with a couple of technology firms. It enhances their product; for example, an automated patient engagement platform that handles all of a hospital’s outbound phone calls, memos and emails to patients can integrate our data into that system to make it more effective and valuable to the health care provider, because it customizes messaging in a way that resonates with different patient types. We are getting a licensing fee or royalty off of that.

CEOCFO: Why pay attention to c2b solutions right now?

Mr. Freeberg: c2b solutions, consumer insights and our resources applied correctly can actually change the way health care is delivered in the United States.

c2b solutions would like to thank Ms. Fosse and CEOCFO Magazine for showcasing the company in their respected publication. We look forward to bringing the capabilities discussed in this interview to organizations looking to enhance patient engagement in a consumer-driven healthcare environment.

To learn more about how we can help your organization succeed with consumer-driven healthcare, contact c2b solutions today.

Psychographic Segmentation and its Practical Application in Patient Engagement and Behavior Change


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