An Introduction to Tapestry Segmentation
Know your customer. It's marketing and product development 101. In order to fully meet the needs of the patients in your service area, you must first have a thorough and detailed understanding of who they are. Armed with this intelligence, you'll be equipped to grow the right service lines to accurately meet their needs. You'll then be able to target your marketing outreach to let your patients know about the services you have developed just for them.
Stratasan, through the use of Esri's Tapestry Segmentation, is positioned to equip your hospital and health system with these insights so you can develop marketing and outreach campaigns with a better likelihood of success.
After reading the content shared on and linked from this page, you'll be equipped to use Tapestry Segmentation to:
- Get higher response rates to marketing outreach
- Focus on the most profitable growth opportunities
- Target your marketing outreach to reach the right patients
A note about how we've ordered the fourteen Tapestry data LifeModes and Urbanization Groups discussed on this page and in the corresponding e-book: Since providing healthcare is geographic in nature, we will focus on LifeModes in groups based on common factors. For instance, in the section below covering rural, older populations, we're grouping together rural LifeModes, versus mixing urban, suburban, and rural populations together. In addition, we will focus on populations that are older than forty in order to target those who reliably utilize healthcare, versus younger populations in their late twenties and early thirties who do not.
By examining the makeups of the LifeMode in this way, we feel you will be able to better understand their behaviors, habits, who they are, and what they do. With these insights, you will be better suited to target these populations in and around your markets.
Stratasan's Demographic Data: [The Many Reasons] Why We Use Esri
One of Stratasan's most powerful assets is our demographic/psychographic data. Using this data in tandem with our state, federal, and proprietary datasets we create actionable healthcare market intelligence from the block group level to the national level. What you might not know is that this annual demographic/psychographic data comes from Esri, the market leader in both GIS software and data. Most of our customers know that we use Esri for our demographic and psychographic data, but not everyone knows why.
The answer to this question is multifaceted. First, Esri ranks #1 in vendor accuracy. This means that of all the annual demographic datasets available, Esri's is the most accurate. Secondly, they have a large quantity of age/sex/race/psychographic variables within their data that cover more than 3,900 attributes. Third, Esri provides their data in GIS files compatible with ArcMap, also an Esri product, which Stratasan easily integrates into our map-based products. And finally, the data comes with Esri's psychographic masterpiece: their Tapestry segmentation data.
Click here for a better illustration of the aforementioned points, as we'll break them out individually and investigate what makes Esri’s datasets so great.
What is Esri's Tapestry Segmentation?
Esri’s Tapestry Segmentation is a market segmentation system designed to identify consumer markets in the United States. It incorporates the effects of growth and decline over the last decade on established consumer markets, as well as the emergence of new markets populated by millennials and immigrants. The overall result is a reflection of the increasing diversity among American consumers.
Tapestry was designed specifically to understand customers' lifestyle choices—what they buy and how they spend their free time. This information gives Stratasan, and our clients, insights that help identify a facility’s patient types, as well as optimal sites for hospitals, physician offices, FSERs, and urgent care locations. We use Tapestry Segmentation to help our clients get higher response rates, identity more profitable growth opportunities, and invest their resources in the best ways possible.
As illustrated in the image above, Esri Tapestry data groups consumers into LifeModes and Urbanization Groups. Throughout the US, areas are divided into sixty-seven distinctive segments based on their socioeconomic and demographic composition. These segments can be grouped into fourteen LifeMode Groups and six Urbanization Groups.
Older (40+) Rural Populations
In order to help you hone in on this specific population group, we're narrowing our focus to the two LifeModes that are both rural, versus mixing urban, suburban, and rural populations together. In addition, we will focus on populations that are older than forty in order to target those who reliably utilize healthcare, versus younger populations in their late twenties and early thirties who do not. By examining the makeups of these two LifeMode groups, we will be able to better understand their behaviors, habits, who they are, and what they do.
Wealthy Urban and Suburban Populations
We're grouping together LifeModes that include the wealthiest households in America's urban and auburban areas and collectively defining them as "Wealthy Urban and Suburban Populations." These wealthy LifeModes include many different ages from those in their early thirties to households in their fifties and sixties. Although their ages can be quite different, it is their proximity to cities and their high median household incomes that make them quite similar. Furthermore, these households are much more likely to utilize commercial payor health insurance and proactively seek within their communities.
Life in the City: America's Urban Core
This grouping, as well as the next, specifically highlights Tapestry Segments in LifeModes in America’s urban core. Since there are so many urban segments, we’ve divided them into two sections. This first section includes urban LifeModes predominantly made up of white and black populations. Households in these segments are made up of people ages 28 to 47 years old. As these populations age into their thirties and forties, they will begin to utilize healthcare more and more. By targeting these LifeModes, a healthcare organization can hone in on areas where the growth of healthcare needs can be expected in the future and plan accordingly.
The Remaining Potpourri of Tapestry LifeModes
This final section of our Tapestry discussion covers Tapestry Segments in three differing LifeModes. Covering three LifeModes that are unrelated requires a slightly different approach. We must cover a large swath of Urbanization Groups, then specifically dive into each of the three LifeModes separately. Each of the LifeModes will utilize healthcare differently than the next, so we’ll look at each section individually, rather than wholistically, like we have in the past.
It's been a lot of fun covering Tapestry Segmentation with you! Our hope is that you not only know more than you did when we started, but also how you can utilize psychographic data to your advantage within your markets and patient populations! If you have any additional questions about Tapestry Segmentation, reach out to our in-house expert directly: Jason Haley, firstname.lastname@example.org.
Download our e-book, "Know Your Customer Like Never Before," for a complete and easy-to-use guide book on Tapestry Segmentation.