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Person Centred Segmentation Sue Cumming, Insight & Social Marketing Manager Dimple  Vyas, Consultant Anaesthetist, CHFT. Conflict of Interest. None. Objectives. segmenting the population based on people's needs and aspirations describe the concept of "persona," used in social marketing

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Presentation Transcript
slide1

Person Centred Segmentation

Sue Cumming, Insight & Social Marketing Manager

Dimple  Vyas, Consultant Anaesthetist, CHFT

objectives
Objectives
  • segmenting the population based on people's needs and aspirations
  • describe the concept of "persona," used in social marketing
  •  population selection for developing personas
  •  application
four questions
Four questions

What do we need to know?

How could we predict ?

How could we plan ?

How could we work together?

definition
Definition
  • System designs that simultaneously improve three dimensions:
    • Improving the health of the populations;
    • Improving the patient experience of care (including quality and satisfaction); and
    • Reducing the per capita cost of health care.
purpose of segmentation
Purpose of segmentation

Number of segments should be small enough

Every one in the population should be included

Individual segment should have similar set of needs for planning

Segments should differ significantly enough from each other

traditional segmentation approaches
Traditional Segmentation Approaches

Medical conditions

Utilization

Predictive risk modeling

Joanne Lynn’s Bridges to Health model

slide13
IDEO
  • Principles - Desirability

- Feasibility

- Viability

definition of personas
Definition of Personas

personas are fictional characters created to represent the different user types within a targeted demographic, attitude, and/or behavior set that might use a site, brand, or product in a similar way.

chronic care collaborative c3n project
Chronic Care Collaborative - C3N Project

Inflammatory Bowel Disease population

Parent and child personas

Optimized model for all segments

design process
Design Process
  • Principles - Desirability

- Feasibility

- Viability

  • Extensive input from patients and clinicians
  • Aim to reduce transactional costs
healthy foundations life stage segmentation
Healthy Foundations Life stage segmentation

http://www.thensmc.com/sites/default/files/301846_HFLS%20Report%20No1_ACC.pdf

  • Healthy Foundations Life stage segmentation DoH, UK

1) Unconfident Fatalists

2) Live for Todays

3) Hedonistic Immortals

4) Balanced Compensators

5) Health Conscious Realists

slide18

Unconfident Fatalists

Health Conscious Realists

  • Negative health behaviours
  • Don’t feel in control of their health
  • No motivation to improve health
  • Often fatalistic
  • Recognise the need to change
  • Highly motivated
  • Feel in control of life and health
  • Don’t take risks and have long-term view
  • Health very important

HCR

18%

UF

23%

English

population

BC

17%

Hedonistic Immortals

Balanced Compensators

HI

14%

  • Want to get the most from life
  • Taking risks is part of leading a full life
  • Know that health is important to avoid
  • getting ill in future, but do not really value
  • it right now
  • Positive outlook and behaviours
  • Health is important
  • Focused on looking and feeling good
  • If take health risks, use compensatory
  • mechanisms

LFT

29%

Live for Todays

  • Short-term view of life – don’t think they will get ill soon
  • Value health, but leading a healthy lifestyle does not appeal
  • Unhealthy behaviours
  • Don’t feel good about themselves
  • Do NOT recognise a need to change
key findings liverpool
Key findings - Liverpool

Unconfident Fatalists

Long Term Conditions

Long Term Conditions & bad health

  • Needs of each segment differ :
    • services, communications and support they need for effective self management
  • The approach needed to motivate Unconfident Fatalist to self manage requires much greater resources (both financial and time) than other segments
  • With the ageing population and the number of patients with long term conditions increasing, this is significant problem for the NHS
clubcard has enabled tesco to understand their customers to increase the amount they spend
Clubcard has enabled Tesco to understand their customers to increase the amount they spend

Customer data

Customer management

Long term customer loyalty

Customer insight

to

drive…

to

achieve…

enables…

Customer

segmentation

  • Communication
  • strategy

Increased customer

lifetime value

Business strategy

slide21
Healthy Foundations could enable the NHS to understand their patients to increase the amount they engage / self manage

Patient management

Long term patient satisfaction

Patient insight

Collecting patient responses to HF questions

to

drive…

to

achieve…

enables…

HF segmentation

  • Communication
  • strategy

Increased patient

engagement with their health

  • Commissioning strategy
case study how healthy foundations can help tailor and target campaigns leading to behaviour change

Case Study: How Healthy Foundations can help tailor and target campaigns, leading to behaviour change

Increasing early presentation of breast, bowel and lung cancer

where are they bowel
Where are they? (bowel)

Sue Cumming, Insight Manager, Liverpool Public Health

what do they look like bowel
What do they look like?(bowel)

Elderly reliant on state support / live in bungalows on social housing estates / resident wardens

Single people of older working age or even pensioners

Lower income workers / urban terraces / often diverse areas

Most deprived in the city / dependant on the state

Low income older couples in former council estates

M57

I43

N61

K49

O69

067

Sue Cumming, Insight Manager, Liverpool Public Health

slide25

Marketing strategy

  • Objectives
  • Raise awareness of the signs and symptoms of bowel, breast and lung cancer
  • Increase early presentation to primary care

20-30% of eligible

population

  • Unconfident Fatalists
  • Least likely to be aware of symptoms
  • Least likely to report symptoms
  • Recognise they have health problems
  • Make ‘excuses’ not to report symptoms (e.g. wasting doctor’s time)
  • Heaviest users of GPs
  • Strategy
  • Targeted campaign to raise awareness of symptoms and raise confidence in presenting to primary care
  • Training for primary care so they know best way to prompt discussions with this segment
slide26

Marketing strategy

23-25% of eligible

population

  • Health Conscious Realists
  • Low maintenance – highly motivated
  • Already engaged with services
  • Most likely to become ‘ambassadors’
  • for the campaign
  • Most likely to name symptoms
  • Strategy
  • Will be receptive to ‘noise’ around campaign and will need little more to raise awareness and prompt presentation
  • Encourage them to ‘spread’ the word and be ambassadors for the campaign

Campaign live April – August 2011

slide28

INCREASE IN EARLY PRESENTATION

Increase of GP presentations comparing April – Dec 2010 and April – Dec 2011

increase in 2 week wait referrals
INCREASE IN 2 WEEK WAIT REFERRALS

Increase in GP 2 week wait referrals between April – Dec 2010 and April – Dec 2011

slide30

CASE STUDY: Using insight & HF to inform commissioning, tailor service design and develop tailored communications

Borderline Diabetes pathway

Public Health Liverpool

slide31

Unconfident Fatalists

Live for Todays

Context

Support

  • 1:1 tailored support away from medical
  • setting
  • Prefer group activities with peers
  • Mentoring to prevent them getting bored / distracted
  • Need reminders and often
  • Don’t like detailed information as they get bored easily
  • Wont seek out information – you need to go to them
  • 1:1 tailored support from known &
  • trusted sources (prefer GP)
  • • Don’t like group activities
  • • Mentoring to motivate
  • • Be careful not to patronise – they know they need to change, they want to know how
  • • Like detailed information to take away