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Case study

Beyond sales and awareness: Using marketing analytics for improved health engagement and outcomes

David Fogarty, Peter Harrison, Lin Jing and Sam Yip
Applied Marketing Analytics: The Peer-Reviewed Journal, 1 (1), 13-20 (2014)
https://doi.org/10.69554/PAKX1255

Abstract

Customer insights generated from marketing science show great promise in encouraging health engagement and improving health outcomes through intervention programmes. A health insurance case study introduces the effects of leveraging marketing analytics into preventative care, by building targeting segmentation to better understand the customers’ profi les as well as to design the optimal interaction and communication methods based on each segment’s preferences and characteristics. The fi ndings indicate that marketing analytics is relevant to a signifi cantly greater improvement in health engagement and outcomes when compared with a control group with non-specific interactions. Specifi cally, this interaction resulted in an increase in wellness visits from 23.3 to 66.4 per cent and a signifi cantly positive impact on the health status of the test group. The results provide further supporting evidence of the benefi ts of leveraging marketing analytics in health engagement.

Keywords: marketing analytics; health engagement; health care; market segmentation; Big Data

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Author's Biography

David Fogarty is Head, Global Customer Value Management and Growth Analytics, Cigna Corporation, one of the world’s leading life, accident and health insurers. He has nearly 30 years of experience in teaching, consulting and leading enterprise analytics teams at several Fortune 500 companies.

Peter Harrison is Global Head of Marketing Insights at Cigna. He is accountable for refining and expanding Cigna’s customer experience strategy. His team delivers fact-based insights from all key markets and constituents to enable smart decision-making across all parts of the organisation, turning insights into actions that build trusted relationships and drive profitable growth.

Lin Jing was the former Lead Data Scientist at Cigna’s Global CVM Team, based in Greater China. Lin Jing received her PhD in quantitative methods in finance from the City University of Hong Kong in 2013.

Citation

Fogarty, David, Harrison, Peter, Jing, Lin and Yip, Sam (2014, October 27). Beyond sales and awareness: Using marketing analytics for improved health engagement and outcomes. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 1, Issue 1. https://doi.org/10.69554/PAKX1255.

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cover image, Applied Marketing Analytics: The Peer-Reviewed Journal
Applied Marketing Analytics: The Peer-Reviewed Journal
Volume 1 / Issue 1
© Henry Stewart
Publications LLP

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