Community Health
Community Health
Administered by Statistics Canada, the Canadian Community Health Survey (CCHS) collects detailed information on the health status of Canadians. CommunityHealth takes the latest available survey data and provides marketers with 300 variables to better understand and target Canadians based on health-related topics, including their ailments, health care utilization, smoking, cannabis use, and food security.
The data were collected from respondents aged 12 and older, from households across all provinces and territories. While the majority of CommunityHealth variables use household population aged 12+ as a base, it is one of three different bases that are tailored to each variable. For example, having high blood pressure is based on household population aged 18+.
How it’s used
- Municipal public health unit departments use CommunityHealth to identify high-priority locations to set up flu shot clinics by identifying neighbourhoods with a low incidence of vaccinations. The data helps officials improve marketing and programming efforts by indicating the reasons why people avoid flu shots.
- Fitness companies can use CommunityHealth to determine the level of physical activities their customers prefer. These insights can reveal cross-promotional opportunities or help determine the fitness equipment at their locations.
- Pharmaceutical companies use CommunityHealth to find PRIZM® segments that contain individuals more likely to suffer from specific conditions such as arthritis. The analysis helps determine where to focus marketing efforts and how to craft effective messaging.
Sample questions it can answer
- Based on asthma incidence, in which municipalities should I be marketing my asthma treatment?
- Which neighbourhoods in my trade area are more likely to have residents who smoke?
- What is the general health profile of my region? What attitudes or activities should I promote to better align my company’s wellness programs?
- How frequently do my target groups engage in physical activity?
- Which areas in my region have the greatest prevalence of diabetes, and how do we better communicate with them regarding prevention and treatment programs?
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Segmentation
Create a comprehensive picture of your customers according to their shared demographic, lifestyle and behavioural traits. Discover where they live and understand their preferences to create more effective marketing strategies. In addition to custom segmentation services, we offer four off-the-shelf segmentation systems, including PRIZM, Canada’s leading consumer segmentation system.
Behavioural
Develop engaging media and marketing strategies by understanding the behaviours, preferences and attitudes of your target market. We partner with leading data and survey providers to produce 12 databases that offer insights on a range of topics, from media and shopping habits to attitudes on charitable giving and the environment. All of our behavioural data can be linked to PRIZM segments and are available at the postal code level.
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