Another everyday basis for segmentation is income; marketers use it to assess possible purchasing power of the target audience. Marketers also use this basis as a key factor in their use case strategy; income influences whether you will market the product as a need, want or a luxury. They tend to split income groups into three groups:
- High-Income Group
- Mid-Income Group
- Low-Income Group
I think this is pretty self-explanatory.
While many of the typical customers hearing healthcare practices deal with are retired. An understanding of their past profession is still valuable in a marketing strategy. Their prior occupation may influence the message used and therefore the purchase decision of the audience.
In general marketing terms, lifestyle includes considerations of marital status, interests, hobbies, religion, values, and other factors which may affect the decision making of an individual. In hearing healthcare, an understanding of lifestyle is the basis of the technology needs of the customer. Therefore, it is essential for you to segment your database by lifestyle parameters.
Hearing loss is a key consideration when we are targeting our database. We can target particular technology messages to specific hearing loss profiles.
Eyesight and dexterity
Eyesight and dexterity as a basis for segmentation might not be a commonly outside hearing healthcare, but it makes sense for us. Understanding dexterity levels and eyesight ability allows you to tailor product messages carefully. There is no point delivering an invisible hearing aid marketing message to someone who can’t manipulate a size ten battery.
However, delivering a tailored rechargeable hearing aid marketing message to someone who has problems handling batteries should be seen as a welcome communication.
Marketers will also segment based on audience’s behaviour, usage, preference, choices and decision making. This type of segmentation is an interesting strategy for hearing healthcare. The segments are usually divided based on their knowledge of the product and or usage of the product. Marketing people believe that knowledge of a product and its use affects the buying decision of an individual. Traditionally, the audience can is segmented into:
- Those who know about a product
- Those who don’t know about a product
- Potential users
- Current users
- First-time users
If you consider and segment your database in this way, it can afford opportunities to tailor specific messages for each segment. This type of segmentation also allows you to plan a particular process of communication, which may help you to move people through the sales process.
In general marketing circles, psychographic segmentation divides the audience by their personality, lifestyle and attitude. They believe that character and lifestyle can influence consumer buying behaviour.
This is a slightly tricky one. However, if considered intelligently it can help you with your message customisation. For instance, if you use labels such as open, progressive, techy, they can be cross-referenced in your filtering. This type of segmentation will allow you to customise any product message better and it will allow you to target your communications better.
For instance, there is little point sending a communication about a new product that is focused on direct connection to mobile phones to a customer who is technophobic. Nor is there any point in communicating the in-depth control that a new system delivers over their hearing to them either.
For people like that, communications about automatic devices and wear and forget are better targeted. Understanding their psychographic segmentation allows you to deliver this.
Segmentation is key to success
Your database is the source of your success, and you need to manage it carefully and intelligently. Intelligent segmentation will allow you to tailor marketing messages to reach specific target groups better. In doing so, you can expect a better return on investment.
That is why we have ensured that you have access to twenty customisable data fields that you can easily set and manipulate for search filtering and communication.