Deft Research adds value through the analysis of existing customer data.

This research strategy identifies WHERE a client is already doing well,
similar people living in the same neighborhoods are the best prospects.
The research results give clients targets, detailed prospect profiles,
and information for developing the marketing mix.

All health plans have lists of current customers. This analysis leverages the value of that list.

• First, Deft receives an enrollment file from a client health plan.
  The file contains customer addresses. Protected health information is not required.
• Working with our partner Claritas the enrollment records are
  matched to a geo-demographic classification. The location of each existing customer is classified,
  based on block-level or census tract population density, household income,
  age of householder, and other characteristics.
• We then summarize with Game Plan and Targeted Cluster Groups analyses.
  These tell us where our client is currently strongest, and how many prospects are in these strong markets.
• Finally we use additional demographic, lifestyle, media,
  and health behaviors to describe who these priority market segments are what their health behaviors
  are and what media channels are best for reaching them.

RESULTS

Deft clients use our reports to ascertain the size of market opportunities,
and to model the reaction of senior consumers to health plan marketing activities.
Deft’s reports support management’s resource allocations.

If you would like to discuss the uses of this research and how custom research works,
please call Rich Hamer at 612/436-8318 or email him at
rhamer@deftresearch.com

www.deftresearch.com

One way to assure profitable growth is to increase the likelihood that a senior will positively respond to the company’s offer.  The key questions product and marketing managers have are:

• What is my customer composition?
• What have key segments purchased?
• How are these segments described?
• Where can we find prospects that are like our current customers? Who are our targets, what describes them, and where are they located?

If these questions can be answered, the return on effort of both product development and future marketing activity will be improved.

It is possible to answer these questions by increasing the value of senior customer data. Using data linking techniques custom developed for each client we can enhance customer data with additional consumer information.  We can then analyze the enhanced database and report actionable results based on where our best prospects are located and what their most likely interests are. 

For example, one output of the analysis is the identification of a Core group of seniors that has a high overall population and is most likely to be your company’s customers.  Through our process, we can add lifestyle and healthcare specific information.  The result is a profile of prospects most like current customers. 

Other groups are also be identified, then subdivided to provide precise analysis of priority based on demographics, psychographics, and buyer-graphics. 

Understanding current customers allows companies to find more people like them, to address their concerns with targeted product development, and to more efficiently use marketing resources.

Action Standards

• If analysis identifies segments that favor your company products, obtain prospect lists for those segments and intensify marketing for them.
• If segments and profiles identify differences by geographic region, adjust the product and marketing mix accordingly.
• If segments and profiles identify service/product preferences, take steps to emphasize those features in marketing and sales activity.
• Incorporate findings into 2007-08 product designs.