A health and wellness company offering a proactive healhcare program had built a loyal customer base by helping adults stay healthy and active as they age. As the business looked to accelerate growth, leadership faced a critical challenge: identifying the consumers most likely to embrace a demanding, preventative approach to health and wellness.
The company needed to understand:
SIVO designed and executed a highly localized NextGen Intelligence segmentation study focused on the company's core market.
The research identified distinct consumer segments based on attitudes toward health, aging, and proactive wellness, while also mapping where those segments were concentrated geographically. The analysis uncovered the motivations, barriers, triggers, and communication preferences that differentiate each audience.
As insights emerged, SIVO worked closely with the leadership team to refine and strengthen the framework. Together, the team identified an opportunity to go beyond traditional segmentation by adding a life-stage activation lens.
This additional layer revealed the moments when consumers are most likely to take action, whether approaching retirement, becoming empty nesters, or beginning to experience early health concerns.
To bring the findings to life, SIVO facilitated a cross-functional activation workshop with leaders from marketing, operations, and clinical teams. The session allowed the entire leadership team to engage in the insights, and make a clear strategic choice of who to focus on. The rich data enabled them to make a clear action plan for recruitment and retention.
"The output and the presentation of that output was intuitive and useful for a management team of non-specialists... and, most importantly, led to clear decisions about where we need to go."
– Chief Growth Officer
The project delivered immediate strategic clarity, helping the organization focus its growth strategy around the right consumers, the right moments, and the right message.
Leadership aligned around a single priority audience: proactive individuals who value trusted expertise and are motivated to invest in their long-term health. The work shifted the organization away from trying to serve everyone over 50 and toward designing for its highest-value customer.
The research identified a powerful activation window among adults ages 50–65, when life transitions such as retirement planning, children leaving home, and emerging health concerns create greater openness to preventative health solutions. These insights inspired new partnership opportunities and positioning strategies designed to reach consumers when they are most receptive.
The segmentation revealed that some existing performance-oriented messaging was not resonating with the priority audience. Using the findings, the team refined its communication strategy, developed audience-specific messaging guidance, and created a more compelling customer narrative.
Beyond informing strategic decisions, the study energized the organization with new ideas for partnerships, positioning, customer engagement, and brand development. The work created a shared understanding of who to prioritize and how to accelerate growth.
For this health and wellness company, SIVO's NextGen segmentation delivered more than insight, it provided a practical growth roadmap. The work clarified who to target, when they are most ready to engage, and how to connect with them in ways that drive meaningful business growth.
