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Personalizing a System: Applying Market Segmentation for More Tailored, Consumer-Centric, Health Care System Experiences

As disruptive forces including COVID-19 reshape the industry, survival requires health care systems to transform their approach with current and potential customers. Consequently, this necessitates reimagining ways in which to engage consumers, and then thoughtfully developing and executing consumer-centric health care experiences.

The challenge is that no “average” consumer exists, yet health care systems cannot base strategic and operational initiatives upon each unique patient. Systems must find system-wide approaches that feel tailor-made. Market segmentations can help achieve personalized-experiences at system-wide levels. This presentation shares the why, what, and how of market segmentation based on an attitudinal-behavioral segmentation strategy for UNC Health.

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