UPMC – Customer Segmentation
Customer segmentation and trend tracking for an expanding hospital system.
UPMC is a national Top 15 hospital provider network with a robust health plan membership. Over the past decade, UPMC has undergone a dramatic expansion – regionally and globally – with a series of hospital acquisitions. As its geographic footprint expanded, UPMC sought to understand perceptions of its brand, identify the needs of the market, and ease any community tensions that may arise. Our research team worked as an extension of UPMC’s market research team, providing analysis, insight and strategic recommendations on multiple research studies in the field. We managed and led research studies to understand the decision-making processes for care, determine site locations for new facilities, and uncover market dynamics for health system acquisitions.