Segment Journey Mapping

Challenge

To deeply understand and map how different segments shop for Medicaid or Medicare while navigating enrollment year after year, so that our client could tailor its marketing and services to the unique needs of its key targets.

Coming out of a segmentation and illumination done with the client, they wanted to better understand the thoughts, feelings, and actions at each stage of the shopping journey for three of their most important segments. Together, we went on our own journey to understand insurance research to enrollment for first timers and those renewing policies, looking for better ways to deliver on the nuanced needs of people along the way.

Approach

We facilitated a series of discussion groups with Boomers as they took us through the ups and downs of health insurance research and, eventually enrolling in Medicaid and Medicare. While we had developed a research guide, much of the insights came from the group dynamics, where people shared their successes, fears, advice, and challenges moving through the process year after year. The Sound team was able to map three very unique journeys for each key segments, illuminating the clearly differentiated support needed along the way.

Impact

Armed with a deep understanding of the key segments and their distinct health insurance enrollment journeys, we provided our client with a beautifully designed journey map for each segment. Each detailed peoples lived experiences, as well as mapping out opportunity thoughtstarters to support and engage people well ahead of open enrollment. Through a collaborative activation workshop, we also provided guidelines and guardrails around how to develop more empathetic marketing and communications that would successfully resonate with each key segment, leaving the session with actionable ideas for driving retention and growth.