Using marketing analytics for improved health engagement and outcomes

Abstract

Marketing insights generated from analytical methods have been used by firms for decades to promote the consumption of indulgent products. Customer insights generated from marketing science also show great promise in encouraging health engagement and improving health outcomes through intervention programmes. This paper presents a health insurance case study that replicates the effects of leveraging marketing analytics into preventive care, by building targeting segmentation to better understand the customer’s profile as well as design the optimal interaction and communication methods based on each segment’s preferences and characteristics. The findings indicate that marketing analytics enable a significantly greater improvement in health engagement and outcomes, as compared with control groups with non-specific interactions or ones which are non-personalised. The results provide further evidence of the benefits of leveraging marketing analytics in health engagement.