Consumerism as a branding opportunity

Managing a customer portfolio at the individual level is the most difficult and most promising endeavor. An individual level consumer portfolio does not mean creating marketing materials and advertising campaigns customized for every member of your health plan. What it does mean is developing segmentation models based on consumer preferences extracted directly from your members, not socioeconomic or other demographic models. The most important information to extract is perceptions on how much and what kind of value members want from the organization.