Using decision science to drive ROI

 

Challenge:

A major US healthcare service provider wanted to identify a location expansion strategy that will drive revenue while reaching populations in need, maximizing both economic and social value








Solution:

By combining data sets from both private and public sectors and applying decision science to our audience segmentation and targeting we were able to drastically improve marketing performance

  • We helped the company clearly define the purpose of the program, landing on quantifiable goals and objectives

  • Utilizing multiple data sets and resources, we analyzed needs across populations, segmenting them by location, socio-economic and demographic parameters

  • We matched public data with the company’s own proprietary data, helping us prioritize and segment between short term wins and long term potential growth

  • We aligned audience behaviors to the current market offering available through the company and its key competitors, identifying gaps in the marketplace

  • We assessed behaviors in these populations to the propensity to need company provided medical offers in the future

  • We examined the competitive marketplace at each of the recommended geographic areas, assessing viability of market penetration, costs, and market opportunity

  • We translated our strategy to a simple, easy to implement roadmap that the company then integrated into its yearly activity.


Results:

  • Target audiences created through our methodology outperformed standard digital targeting by 3X

  • Cost per acquisition for our targeted audiences was 24% lower than standard digital targeting

3X

increased performance of data driven targeted audiences

24%

improvement in cost per acquisition