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Posted by Gina Fleming on July 11, 2014
The age of the customer coupled with the onset of the Patient Protection and Affordable Care Act (a.k.a. "Obamacare") means that many new customers will enter the US health insurance market. One outcome of the legislation is an opportunity for health insurance marketers to acquire new customers and engage existing customers — and Forrester wants to help them seize this moment. As such, we have created a consumer healthcare segmentation to identify unique groups of US consumers as well as their healthcare needs and attitudes to help health insurance marketers target new customers, engage existing customers, and innovate exciting healthcare tools and programs.
Our report, “Introducing Forrester’s Consumer Healthcare Segmentation,” explains each segment and how to attract or engage them. The segmentation includes both insured and uninsured consumers, representing the entire US online adult population. The graphic below shows each of the segments and their relative size.
Some highlights from the report, which is based on a survey of more than 4,500 US online consumers:
As this segmentation includes both healthcare- and nonhealthcare-related variables, it reveals unique opportunities for health insurance and healthcare marketers to attract and engage with existing and new clients. The need for tracking devices and constant feedback for some of these segments also offers nonhealth companies an entry point into this market. Feel free to reach out if you want to know more.
Forrester's Consumer Technographics clients can read the report here.
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