Question Mark: Are there any emerging market segments that I should pay attention to?

Mark Shipley answers your healthcare marketing queries

Q: Are there any emerging market segments that I should be paying attention to?

A: Yes. High-deductable consumers.


There’s this entire emerging group of high-deductible consumers. The things that distinguish this group are not necessarily demographics or geography, it’s that they’ve chosen to pay a lower premium in order to get a higher deductible. What they’re doing is putting off taking care of themselves.

There are two things you can do for these segments. You can market healthy behaviors to them so they don’t end up needing expensive procedures they can’t afford. The second thing you can do is find clever ways to make healthcare affordable like creating financing programs. So they can get the care they need now and pay for it over a period of time.