Audience Profile — Nick Spinner

Brand

CINQCARE is a New York-based health care company focused on serving the underserved. They recently acquired several practices and clinics around Buffalo and Syracuse, but did not know much about their new patients.

Client ask

CINQCARE needed to learn all they could about their newly-acquired patients in order to reach others like them in need. They received a giant client database in the acquisition, but they did not have the time or the expertise to get to know these nearly 600 patients. CINQCARE was particularly interested in patients under the age of 55- why they were in their system, and how to best reach them.

persona

A few hundred hours (and nearly as many pivot tables) later, we were able to create three distinct personas. I dug through the database, scoured google maps, and dusted off some big excel functions to create a persona for patients under 55 years old. I created and presented this persona to some of the C-suite at CINQCARE.

Meet Melissa- she represents a small, but disproportionately important, group of patients under the age of 55.

Learnings

Most patients who receive help from CINQCARE are over 65 and on Medicare, but people in this age group (under 55) are on Medicare because of a qualifying disability. They may also be on Medicaid due to their low household income.
One in three patients under 55 are a part of some kind of support group. So while the best way to reach this group is likely through social media ads, the most compelling method may be through word of mouth in their support groups.
Life can be especially tough for people in this 40-55 age range because they may be caring for aging parents (33% provide care for an elderly parent) and any children still in the house, as well as dealing with their own disability.
Mental health outreach is important for this group of patients. They are stressed and may not know healthy ways of handling it. For instance, many are moderate-to-heavy smokers and drinkers.
Transportation can still be an issue for people with their own vehicles. While many in this group have reliable access to a vehicle, their disabilities may prevent them from reliably using it when they need it. So for people like Melissa, tele-health can be a great way of receiving care when they need it.

Outcome

This persona is being used to reach other underserved people, like Melissa, in upstate New York who are not yet a patient of CINQCARE. While we based this persona on about 600 patients, there are more than double that in the surrounding area who would benefit from working with CINQCARE. Because of this, CINQCARE is creating a marketing campaign based on this persona, our research findings, and our outlined communication opportunities.