Gartner Research

Top Actions for Healthcare Payer Organization CIOs, 2014: Agile Technology Capabilities Are Needed for Contextual Consumer Engagement

Published: 10 February 2014

ID: G00261574

Analyst(s): Robert H. Booz, Christina Lucero


Healthcare payers face radically changing consumer expectations, driven by experiences from other industries and new product-required decisions. Payers must have a clear vision of customer requirements and the technologies needed to fulfill them.

Table Of Contents


  • Recommendations
    • Follow the lead of other industries by segmenting the market based on target consumers' personal interests, activities and buying habits
    • Develop or purchase IT tools that identify consumers, at the most granular level possible, to enable the management of uniquely buying patterns
    • Integrate all consumer touchpoints to deliver a coordinated view of each consumer that enables granular predictions of buying habits and tailored marketing efforts

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