This was the first step of an in-depth content strategy for Ascension’s Primary Care services; Ascension had media-focused personas for their audience, but they needed to segment them out by age groups and layer in more health-specific insights to inform what content types, themes, and topics to create.

We did not have access to any of Ascension’s actual patient data, however, so we used 3rd party data tools and extensive public health research to help define these consumers’ healthcare attitudes and activities, digital touchpoints, and opportunities for engagement with online appointment scheduling.

This was a research-heavy project from the start, and I loved being able to gather insights into these audiences, their health behaviors, their digital behaviors, and much more.

For example, we learned that Adults 65+ were the most likely to already have a long-term primary care provider relationship, so their messaging would need to be adjusted towards switching providers instead of looking for a new PCP.

We also learned Women 30-40 were the least likely to have any kind of regular place of care, which helped add a new layer of sub-segmentation to these profiles, which were addressed in the next deliverable in this project, Segment Journey Mapping.