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Engaging Your Employee Population to Achieve Breakthrough Results

Richard BaileyAssociate PartnerAon HewittSan Francisco, California

Kaulen TaylorAssociate PartnerAon HewittAustin, Texas

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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

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Not just segmentation—

attitudinal segmentation!

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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

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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

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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

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Segmentation helps you…UNDERSTAND

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Overall Business Unit A Business Unit B

Segmentation helps you…ANALYZE

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High Engagement

Low Engagement

LowChallenge

HighChallenge

Segmentation helps you…PRIORITIZE

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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…

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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

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LEVEL 1 Example: Financial Services Company

Broad Focus On:Not Right Now& In It For Fun

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Broad Focus On:Value Independence

& Not Right Now

LEVEL 1 Example: Corporate Services Company

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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

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LEVEL 2 Example: Financial Services Company

Targeted Focus On:In It For Fun Males &

Not Right Now Females

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Targeted Focus On:Determined

DaringDisinterested

LEVEL 2 Example: Pharmaceutical Company

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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

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Laser Focus On:Diabetes

LEVEL 3 Example: Industrial Services Company

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