Defining segments and identifying priority customer target groups

Initial Situation

During two strategic projects with a mid-sized Swiss health insurer, we identified a lack of alignment across departments regarding customer segmentation and target groups. Different strategies were being pursued in parallel, leading to uncoordinated efforts. To address this, an interdisciplinary project was launched with the goal of developing a unified market segmentation approach and clearly defining target customers across the health insurance business — enabling coordinated, focused business activities.

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Our Contribution

• Implemented a market segmentation strategy supported by both quantitative and conceptual work, including analysis of “Moments of Truth” in the supplementary insurance sector
• Developed and applied a structured approach to define primary and secondary target customer groups
• Aligned all departments by reducing complexity and creating a shared foundation for customer-centric operations