From 'Spray & Pray' to Making it Personal
Track: Hospitals and Health Systems
Authors: Angela Prann, Emily Iacolo, Javier Abalo
Geography is a key indicator for understanding preferences and characteristics of individuals. ESRI Tapestry data has enriched our enterprise customer segmentation with neighborhood attributes to create more tailored and holistic personas. Using spatial distributions of key markets, a pilot is currently testing whether personalized communications (based on the enhanced customer personas) increases engagement and customer satisfaction as compared to blanket marketing methods.