The opinions expressed in this presentation are those of the speaker. The International Societydisclaims responsibility for views expressed and statements made by the program speakers.
Engaging Your Employee Population to Achieve Breakthrough Results
Richard BaileyAssociate PartnerAon HewittSan Francisco, California
Kaulen TaylorAssociate PartnerAon HewittAustin, Texas
9C-1
The Basics
What is attitudinal
segmentation?
What’sNow
How are employers using it to engage their
people today?
What’sNext
How are employers taking it to the next level?
What's In It For You
How do you get going or get to the next level?
What We’ll Cover Today
9C-2
Gain insight to the “whole person”
MindBaseSegmentation
Model*
LIVINGWell
SegmentationModel*
“SavingWell”
SegmentationModel*
Citizenship
Health
TechnologyAppearanceand Style
Friends andFamily
Travel
Work
Money/Spending
FinancialRelationship
Leisure
Media
Shopping
Home
Food
* The Futures Company proprietary segmentation models
9C-8
Source: The Futures Company
9.0%
19.8%
18.0%
13.5%
29.5%
10.1%
% of U.S. Employed Population
LIVING Well: Health and Wellness Segmentation Model
9C-9
LIVINGWellSegments
STEP 1:Input
Employee/DependentNames andAddresses
STEP 2:Match
Employee/DependentNames and Addresses
to TFC Databaseand Assign Segments
Leading the Way
In It For Fun
Value Independence
I Need A Plan
Not Right Now
Get Through The Day
~ six weeks ~ 85% match rate
A quick look at how segmentation happens
9C-10
Which “level(s)” will get you the results you need?
LEVEL 1Broad Focus
LEVEL 2Targeted Focus
LEVEL 3Laser Focus
Basic Advanced SophisticatedMarketing Approach
Behavioral Impact Awareness Action Improvement
How you use it is up to you…
9C-15
What It Is: Focusing on your largest segment(s) Making communication and design more relevant and
motivating to majority
“One size fits better”
What It's Not: Targeting Creating multiple versions
What It's Good For: Improving overall communication effectiveness,
awareness Achieving low to moderate participation or migration
goals
LEVEL 1: Broad Focus
9C-16
What It Is: Identifying which segments (or sub-segments) matter most Communicating to or designing differently for “target”
segments Getting closer to “one size fits one” May require multiple versions
What It's Not: Same version for everyone Six or more different versions of everything
What It's Good For: Achieving more aggressive participation or migration goals Sustaining actions year over year, building habits Beginning to improve health outcomes
LEVEL 2: Targeted Focus
9C-19
LEVEL 2 Example: Financial Services Company
Targeted Focus On:In It For Fun Males &
Not Right Now Females
9C-20
What It Is: Linking segmentation with medically-informed data and/or other
research Targeting a very specific group with a very specific risk or condition Shaping and influencing all touch points in their experience, across
vendors May require more versions and/or personalization
(“one size fits one”)
What It's Not: All about communication Something you can achieve working in silos
What It's Good For: Improving specific health outcomes “Going to war” on specific behaviors, risks, conditions and/or
related costs Motivating lifestyle changes, building habits
LEVEL 3: Laser Focus
9C-22