Going Into New Markets

How to uncover 10% market generating $30M opportunity 

When a health system wanted to expand into 8 adjacent markets, the priority was to understand the specific customer base. Knowing the customer job for health services would let them prioritize during these times of clinician shortages. With analytics-configured personas and market mapping to recognize priority service needs, the team was armed to design delivery thru customer demand-based services. 

Armed with customer profiling, market mapping, and indicators that make them seek and switch, it was simple to prioritize the segments making up 60% of the market, and design with service line, finance, managed care and marketing leaders.  

The value target was 10% market capture for $30M+ in clinical services. This was a new way to redesign experience and access in a customer-centered view.

Value Highlights:

Value to Experience/Service Line:

Delivering the right service to the right customer type for the right episode.    

Value to Finance/Payer Contracting:

Delivering cost effective services to reduce unnecessary ED services with service types that are covered in payer contracts & network.  

Value to Marketing/Access:

Delivering the right message for the right household to offer service and attach the household to the system, with access ready scripts to probe for personalized engagement.