Virtua Health System Background & Program In-Brief
Virtua Health is an academic health system dedicated to enhancing lives and building communities of wellness through a comprehensive range of personalized health care services. They serve a diverse patient population across South Jersey and Philadelphia, a region where patients often access multiple health systems.
The combination of a highly competitive market and being a newer entrant meant that Virtua often lost patients to competitors for specialty care. Identifying a potential competitive advantage in its community-centric approach, it sought to develop consumer segments to tailor messaging to distinct patient populations. To meet this need for personalization, Virtua partnered with a national vendor that had developed a segmentation model. It then worked to apply and adapt the personas to its local context.
Virtua applies seven distinct behavioral segments across its complete patient database of nearly one million records. Segments are supported by insights from a research panel that validates the ongoing accuracy of the segments within its community and informs targeted engagement strategies.
Its approach includes modeling adjustments to ensure underrepresented patient populations receive appropriate outreach while maintaining resource efficiency across its diverse patient population.