Systems, Computer-Readable Media, and Methods for Activation-Based Marketing

• US 20110173047A1
• Filed: 01/13/2010
• Published: 07/14/2011
• Est. Priority Date: 01/13/2010
• Status: Active Grant

• Current Assignee: ThedaCare, Inc.
• Original Assignee: ThedaCare, Inc.
• Inventors: Kelley, Jamie P.
• Granted Patent: US 10,346,863 B2
• Time in Patent Office: Days
• US Class Current: 705/7.33
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0204 Market segmentation
• CPC Class Codes: G06Q 30/0211 Determining the effectiveness of discounts or incentives
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0254 based on statistics

Abstract

A system, computer program product, and method for activation-based marketing are presented. In one embodiment, the system includes one or more data storage devices configured to store demographic data, healthcare utilization data, and response data associated with a target individual. The system may include a server coupled to the one or more data storage devices. The server may be suitably programmed to determine a life stage associated with a target individual, determine an attitudinal segment associated with the target individual, and determine a response model associated with the target individual. The server may assign the target individual to at least one of a predetermined set of segmentation groups in response to the life stage, the attitudinal segment, and the response model associated with the individual. The system may generate a personalized communication modality tailored to the target individual in response to the segmentation group assigned to the target individual.

Claims

1. A method comprising:

generating a personalized action plan corresponding to a customer;

where the personalized action plan is generated based upon customer information comprising;

a consumer activation index of the customer, and demographic information about the customer.

2. The method of claim 1, where the personalized action plan is generated based further upon a health index of the customer.

3. The method of claim 1, where the step of generating a personalized action plan comprises:

determining customer information comprising;

a consumer activation index of the customer;

a health index of the customer;

life stage information of the customer;

an attitudinal model corresponding to the customer;

applying to the customer information a response model corresponding to the customer;

applying to the customer information a segmentation model corresponding to the customer;

applying to the customer information a consumer model corresponding to the customer.

4. A method comprising:

determining a life stage associated with a target individual;

determining an attitudinal segment associated with the target individual;

determining a response model associated with the target individual;

assigning the target individual to at least one of a predetermined set of segmentation groups in response to the life stage, the attitudinal segment, and the response model associated with the target individual; and

generating a personalized communication modality tailored to the target individual in response to the segmentation group assigned to the target individual.

5. The method of claim 4, wherein generating the personalized communication modality further comprises:

generating customized message content for a communication to the target individual in response to the segmentation group assigned to the target individual;

generating a tonal guideline for a communication to the target individual in response to the segmentation group assigned to the target individual; and

determining a communication medium for conveying the communication to the target individual in response to the segmentation group assigned to the target individual.

6. A computer program product comprising:

a tangible computer-readable medium comprising executable instructions for;

generating a personalized action plan corresponding to a customer;

where the personalized action plan is generated from customer information comprising;

a consumer activation index of the customer, a health index of the customer, and demographic information about the customer.

7. The computer program product of claim 6, where the personalized action plan is also generated from attitudinal information about the customer.

8. The computer program product of claim 6, where the personalized action plan is also generated from responsiveness information about the customer.

9. The computer program product of claim 8, where the personalized action plan is also generated from attitudinal information about the customer.

10. The computer program product of claim 6, where the personalized action plan comprises one or more items selected from the group consisting of:

benefit offers, incentive offers, policy enhancements, care enhancements, coaching enhancements, and communication enhancements.

11. The computer program product of claim 6, where the instructions for generating a personalized action plan comprise instructions for:

selecting two or more predefined action items corresponding to the customer information from one or more databases storing a plurality of predefined action items.

12. The computer program product of claim 6, further comprising instructions for:

outputting at least a portion of the action plan for the customer.

13. The computer program product of claim 12, where the portion of the action plan is output responsive to a communication link being established with the customer, and where the output portion corresponds to the type of communication link established.

14. A system comprising:

one or more data storage devices configured to store demographic data, healthcare utilization data, and response data associated with a target individual;

a server coupled to the one or more data storage devices, the server suitably programmed to;

determine a life stage associated with a target individual;

determine an attitudinal segment associated with the target individual;

determine a response model associated with the target individual;

assign the target individual to at least one of a predetermined set of segmentation groups in response to the life stage, the attitudinal segment, and the response model associated with the individual; and

generate a personalized communication modality tailored to the target individual in response to the segmentation group assigned to the target individual.

15. The system of claim 14, further comprising a display device coupled to the server, the display device configured to display the personalized communication modality to a user.

16. The system of claim 14, further comprising a user interface device coupled to the server, the user interface device configured to display the personalized communication modality to a user.