TP84 - The Audience is a Segment

How hospitals and health systems engage in targeted communications and marketing, they use a variety of tools to help them understand their audiences better. In this episode, hosts Reed Smith and Chris Boyer explore how organizations are using market segmentation - along with personas and personalization - to improve their go-to-market strategies. In our expert interview, we are joined by Suzanne Hendery, CHief Marketing Officer at Renown Health, and Linda MacCracken, Sr. Principal of Customer Engagement at Accenture in which they share how their approach to segmentation helped to shape the way they engaged with a critical audience in their market. Mentions from the Show: Definition of Market Segmentation - Wikipedia Personas vs. Segments – What’s the Story? 4 types of Market segmentation and how to segment with them? Market Segmentation: You’re Doing it Wrong Suzanne Hendery on LinkedIn Linda MacCracken on LinkedIn Find Us Online: Touchpoint podcast Twitter Reed Smith Twitter Chris Boyer Twitter Chris Boyer website Social Health Institute This episode is made possible by our sponsors, Loyal, Influence Health, & Binary Fountain Learn more about your ad choices. Visit megaphone.fm/adchoices