Breaking Barriers: Using Segmentation to Advance Member Engagement & Equity
A leading health insurer wanted to better serve members facing social risk factors, including disability. While the insurer had extensive member data, they lacked visibility into their experiences, unmet needs, and barriers to care. Without this insight, opportunities to close gaps, strengthen engagement, and improve outcomes were missing.
The insurer partnered with The DRG to develop a clearer, more human-centered picture of these members to:
- Reduce barriers and close gaps in care
- Provide more personalized solutions and experiences
- Tailor communications to the needs and priorities that matter most
health insurance
The Solution
The DRG designed and executed a robust quantitative study using a mixed-mode approach (online and phone surveys) to reach members across diverse backgrounds and circumstances. The research captured both rational and emotional dimensions of the member experience—everything from perceptions and preferences to motivations and health attitudes.
By layering these insights onto the insurer’s existing demographic and claims data, we developed a segmentation model that revealed four distinct member groups, each with its own unique needs, motivators, and barriers to engagement.
To ensure these insights could be translated into action, The DRG facilitated stakeholder workshops, where leaders across the organization validated the segmentation framework and explored how to apply the findings across the organization. This collaboration ensured the segments were not just statistically sound but also intuitive, relatable, and actionable for internal teams.
The Wins
The segmentation analysis gave the insurer a powerful new lens into their member base. For the first time, they could clearly differentiate between groups and tailor strategies accordingly. Key benefits included:
- Personalized communications: Insights helped the insurer determine the right tone, content, and channels for engaging each segment effectively.
- Clarity on valued benefits: The research pinpointed which services and offerings mattered most to different groups.
- Visibility into barriers: Segmentation surfaced the biggest hurdles to accessing and maintaining care, from logistical challenges to emotional reservations
- Quality measure improvements: Findings highlighted opportunities to increase compliance, directly impacting performance on quality metrics.
By applying these insights, the insurer gained a roadmap for more personalized offerings, stronger member trust, and improved engagement.
this could be your win
And we can help you get it. We’re here to make the complexities of marketing research simple and reveal the unknown around your customers, brand, employees, and market.
