Cookie Settings Health: providing a complete view of the customer | Hall & Partners
CASE STUDY | HEALTH

Providing a complete view of the customer


Connecting data to help implement a communications
plan through customer segmentation
THE ISSUE



We created a consumer segmentation for a vaccine brand that truly distinguished people in attitudinal, emotional and behavioural ways and brought them to life with video and Behavioural Economics action plans. But how could we help them actually implement the segmentation in their communications platform?

WHAT WE DID



We worked with the client’s media agency to identify valid proxy metrics from our segmentation typing tool to recreate the segmentation from a scalable, industry-standard survey. Further data integration enabled segment predictions for all targetable US households. 

THE OUTCOME



Our collaboration enabled the client to target millions of US consumers based on their segment, potentially feeding different messages/behavioural triggers according to what motivates them.