- Featured Application: Online Targeting
- Gain an edge by understanding your patient’s financial capacity and anticipated consumption of discretionary offerings.
- Case Study: Six Healthcare Challenges; One Data-Driven Solution
To achieve true marketing success in an increasingly competitive healthcare environment, hospitals must know more about their current and prospective patients. IXI’s unique data-driven targeting helps healthcare providers significantly improve marketing ROI and provides a measurable competitive edge.
IXI’s Ability to Pay (ATP) Index has proven to be predictive of total charges, both within insured and uninsured populations.
The analysis revealed that:
- Utilization (based on dollars) for insured patients on average exceeded that of self-paid patients by a factor of 2.5 to 1
- Correlations between the ATP Index score and utilization were strong in the insured and self-insured bases
Cohorts® segmentation will help you get more out of your existing patient databases by providing an understanding of key customer and prospect segments in Cohort terms, then arming you with Cohort segment codes appended to each record in your database. This enables you to make data-driven marketing decisions, create customized communications and marketing programs, and make market research actionable. The many applications of Cohorts help bridge your online and offline consumer marketing efforts in order to create a totally integrated marketing tool. And we’ll work with you every step of the way, helping you improve your marketing ROI.
Cohorts divides virtually all U.S. households into 30 cohesive groups that share distinct demographic, lifestyle and consumer behavior characteristics. Each group is named to reflect its personality and help you distinguish it from the others. That means hospitals can get to know their customer types as individuals, not just clusters of data, and reach out to them with personalized messages and programs. Because it’s a household-level (not neighborhood-based) market segmentation system — it helps hospitals target the right households, not just neighborhoods specifically within your service area.
View a sample Cohorts segment profile.
Using Cohorts in conjunction with IXI’s Ability to Pay Solutions will yield unparalleled insight into patient behavior, service needs, and financial capacity.
Hospital marketing executives leverage these solutions for:
Strategic Targeting
- Identify and target households for specific services based on relevant life-stage data
- Focus outreach on most profitable customers based on anticipated utilization
- Minimize outreach to households with diminished financial capacity
- Streamline fundraising efforts by quantifying a household’s ability/propensity to donate
Versioned Messaging
- Humanize your patient data and gain a three-dimensional view of the patients in your service area, including how they interact with each of your facilities.
- Deliver the right messages to the right households
- Improve response rates to direct mail campaigns
- Create more meaningful and lasting customer relationships