Block by Block

As healthcare strategists and marketers, we know building awareness and engagement campaigns targeted to unique population segments (e.g., gender, age, service line) increases the odds of connecting potential consumers with our providers. But are you aware that we can now drill-down and create segments based on health outcome measures on a neighborhood level – even a block by block level?

The Robert Wood Johnson Foundation offers an interesting life expectancy comparison tool where you simply type in your address (or any address) to find the life expectancy in a particular area. It then compares that information with a wider area (state) and the U.S. as a whole.

Imagine if you will that you are in charge of marketing cardiac services for a provider in Chicago. Consider how different the campaigns might be for residents in The Loop with an 85-year life expectancy versus those living two miles away in Washington Park with a 69-year life expectancy. (See map.)

Patients are not homogenous, as this new data set clearly shows, and neither can the marketing campaigns be that aim to recruit and retain them to your providers.