The most important aspect of preliminary discovery is to understand the target audience. The more familiar we are with the potential clients, the better we are equipped to influence their buying decisions. For this project, we had two main target segments – the CFOs and the heads of HR in mid-large organizations. Naturally, the decision-maker is the chief financial officer of the company as he had the final say in determining a health care brokerage firm, so this segment is prioritized when building the strategy. We built a profile of the dream client: typically, a male in his 40s or 50s, more on the conservative side in his work but willing to make changes if it saves the company money.
The other segment that we target with this video is the head of HR. They are not the decision-maker, but their day-to-day work is directly affected by the health care provider, so we need them to be on board. The demographic we detailed was women over their 30s who need a company that will make their work easier.