Patient segmentation in healthcare

Segmenting your patients can be essential to your strategy

Data in the healthcare field is becoming more and more relevant every day. Having the opportunity to analyze and systematize the information provided by medical profiles makes it possible to anticipate the needs of patients, but also the needs of the medical center and, consequently, to optimize resources in general.

These data are also relevant for later patient segmentation. That is to say, to be able to form large groups of patients according to different variables. The variables must be attached to your service strategy: it can be by pathology, by intensity of the same, etc. The idea is to be able to design programs and actions that are focused on each specific group. 

The possibility of creating personalized programs as a form of prevention improves the quality of all patients, which also translates into investment savings that can be redirected to other health services from a preventive perspective. 

What are the main advantages of having patient segmentation?

Analyzing data: finding variables

Through the observation and analysis of data obtained from medical profiles, you will be able to find variables that you may not have considered at the beginning. Demographic variables are the most common to segment an audience: age, gender, profession. However, other variables can emerge from the data analysis to identify trends or to refine the segmentation. For example, the level of physical activity, the correlation of specialties that the patient is consulting, a minor ailment. In these times, also a new variable that emerges is to know if the person suffered from covid previously and how was its evolution for improvement. 

New variables: more specific groups

These new variables are modeling more specific groups on which to focus and increase the chances of offering a better service and loyalty. The groups can be divided into categories that resemble the public you want to reach with each of your services but with a reality filter.

More specific group: reality check

By having a specific segmentation for each of your services, the feedback from this group in their user experience as patients will be the most accurate way to verify that the design of the service was adequate. The best way to audit what you offer as an institution is to know if your objectives are being met and that patient satisfaction is a priority. 

Do you implement segmentation in your healthcare institution? Is it part of your marketing strategy?    

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