By Jason Haley
As learned in the first and second installments of this blog series, it can be quite useful to use Esri’s Tapestry Segmentation to target specific populations that your hospital, system, or physicians serve. Tapestry Segmentation was designed specifically to understand your customer’s lifestyle choices – what they buy and how they spend their free time. This information gives Stratasan, and our clients, insights that help identify facility’s patient types, optimal sites for hospitals, physician offices, FSERS, and urgent care locations. We use the Tapestry Segmentation dataset to help our clients get higher response rates, focus on the most profitable growth opportunities, and invest their resources in the best ways possible.
In order to fully meet the needs of the consumers in your service area, you must first have a thorough and detailed understanding of who they are. Only then will you be equipped to grow the appropriate service lines to accurately meet their needs. With Tapestry, the process of understanding the needs of your customer is a lot easier. Additionally, with this knowledge, you will then be able to target your marketing outreach to let the right consumers know about the services you have developed just for them.
This post will specifically highlight Tapestry Segments in LifeModes that include the wealthiest households in America’s Urban and Suburban areas. These wealthy LifeModes include many different ages from those in their early 30’s to households in their 50’s and 60’s. Although their ages can be quite different, it is their proximity to cities and their high median household incomes that make them quite similar. Furthermore, these households are much more likely to utilize Commercial Payor health insurance as well as seeking care proactively within their communities. By examining the makeups of these three wealthy LifeMode groups, we are able to better understand their behaviors, habits, who they are, and what they do. By taking a deeper dive into their specific Tapestry Segments, you will be able to target these populations in and around your markets.