audience segmentation

More is Not Always Better: The Benefits of Audience Segmentation

“The more, the merrier” might have applied in medieval times, but when it comes to marketing in the 21st century, it’s simply not true. Spreading your message as far as possible sounds great in theory, but the ratio of effort (and expense) to the potential results is likely to be lopsided – and not in your favor.

Enter audience segmentation, which enables you to target people who are truly interested, rather than the “spray and pray” approach to non-segmented healthcare marketing.

4 Benefits of Segmenting a Healthcare Audience

Market or audience segmentation refers to dividing up your marketing database into categories or lists based on criteria such as behavioral data, geolocation, needs analysis or other requirements. Some of the main benefits you get as a result are:

1. Clearly Defined Personas

It’s important to know exactly whom you are speaking to with your messages, and that’s difficult when your target audience includes everybody under the sun. With segmentation, you can identify very specific personas who match your ideal consumer as closely as possible. When you have a clear visual of your target, it’s much easier to customize communications to ensure they resonate with your potential patients.

2. Targeted Content

Audience segmentation is the best way to ensure your content has value for the people you’re trying to reach. If you’re targeting too wide an audience, your communications will be irrelevant for some of them, and sending inappropriate information is a sure way to lose trust and waste time and money. Collecting data comes at a price, and it’s not worth jeopardizing that data by using it incorrectly.

3. Consistent Messaging

It’s important to deliver a consistent message to build trust with your audience. Unless you can identify messages likely to make consumers interact with you, they might not even bother to view them. With accurate segmentation, it doesn’t matter what channels you use: The message is consistent because it’s developed for the right people.

4. Better Use of Time and Resources

The purpose of marketing is to drive conversions, and audience segmentation has an excellent record. Statistics from MailChimp show a 101 percent more conversions from segmented campaigns versus non-segmented ones. What healthcare provider doesn’t want to double conversions for the same amount of work?

Marketing is critical to building brand awareness and presenting your services to people who need them. It takes time and resources, and to get the best return on your investment it’s essential to know who you’re talking to, how to direct your messages effectively, and what response you can expect.

For more insights on creating successful healthcare marketing campaigns, call Wax Custom Communications at 305.350.5700 or visit

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