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Segmentation uses a powerful combination of expert data analysis and advanced infrastructure and technology to identify specific groups with shared traits within a larger target audience. This marketing approach is particularly effective in public health campaigns in which resources are often constrained and tactics must be prioritized for behavior change on a large scale.  

The Why 

The client brings the why, from awareness of a health condition impacting a particular demographic group to a rare disease outbreak to a public health emergency caused by a natural or man-made disaster. 

The Who and Where 

FMG helps identify who needs your message the most and where to reach them with tailored messages and targeted distribution, as if you’re speaking to them one-on-one. With segmented data in hand, you can: 

  • Prioritize groups with the greatest health risks and highest need that are likely to benefit the most 
  • Connect with audiences through mass marketing channels at the most personal level  
  • Optimize your marketing budget across audiences by geography, demographics, and psychographics 
  • Craft and adapt your messages to changing science and/or behavior 

The What and How  

FMG has 20 years of experience in applying data-driven marketing and communication strategies to some of our nation’s biggest challenges. We couple a firm data foundation with the expertise to interpret complex data sets and design evidence-based strategies and approaches. Through message testing and data analysis, we can: 

  • Distinguish meaningful signals that indicate whether social marketing tactics are making an impact…and shift your strategy, if necessary 
  • Layer different messages within a campaign to influence attitudes and behaviors 
  • Closely guide the behavior change journey end to end 

Learn more in our Segmentation and Optimization hub.

About the author

Sam Hagedorn and Will Riley

Sam Hagedorn

Sam Hagedorn is an experienced data strategist and communications researcher with over 10 years of experience focusing on data analytics for behavior change public communication campaigns. He focuses on developing innovative data approaches that provide actionable insights for creative development and media planning activities.

Currently, Sam leads audience segmentation for Fors Marsh Group's U.S. Department of Health and Human Services’ (HHS) We Can Do This COVID-19 vaccination integrated communication campaign, where he focuses on communication planning and optimization activities.

Sam is a summa cum laude graduate of American University with degrees in Economics and Public Communications. He is a member of the American Association for Public Opinion Research (AAPOR).



Will Riley

At Fors Marsh Group, Will uses his expertise in marketing, strategy, and data analytics to convert raw data into actionable insights. In his current role as Segmentation Analyst for the U.S. Department of Health and Human Services (HHS)’s COVID-19 Public Education Campaign, he focuses on using the most up to date COVID-19 data from government sources and predictive models to identify which geographic areas and demographic groups are most in need of and receptive to HHS’s COVID-19 messaging.

Will earned his BA in Modern Languages from the University of Oxford and speaks French and Spanish fluently. 


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