Health insurance
Turning five member families into eighteen mappable archetypes.
Five archetypes, eighteen sub-archetypes
GenerationalGen Z · Zillennials · Millennials · Gen X · Baby Boomers · Silent Generation
DiabetesPre-diabetes · New to managing · Managing 2+ years
WomenGeneral preventive · Pregnancy · Black maternal · Post-partum · Peri-menopause · Menopause
CaregiversCaregivers
DualsDual eligible · Caregiver of dual eligible
The second layer · target variables within a group
Managing diabetesEnglish-language OOH → tracts ASpanish-language OOH → tracts B
The challenge
A regional health insurer needed personas for its priority member groups to guide communications, media, and product development. The research available was quantitative and third-party; neither showed where those members live or how their local environment shapes their care.
The archetype
One archetype set for each member group: eighteen groups in five families (generational, diabetes, women's health, caregivers, dual-eligibles), resolved to census tract.
Hidden variables
- Language spoken at home
- Caregiving hours
Delivered
Eighteen mapped personas with target-variable packs and tract-level placement lists.
Used to
Brief creative, buy out-of-home by language within a cohort (English in one set of tracts, Spanish in another, for the same "managing diabetes" group), and site community programs.