Know Your Customer Like Never Before, Part 2: Targeting Older (40+) Rural Populations

Know Your Customer Like Never Before, Part 2: Targeting Older (40+) Rural Populations



Note: this post is part 2 of a six part series. You can read the firstthirdfourthfifth, and sixth posts here, or access the whole series, here.

As we know from the first post in this series, Esri's Tapestry Segmentation is diverse and quite different depending on the part of the country in which you live. Tapestry was designed specifically to understand customer's lifestyle choices – what they buy and how they spend their free time. This information gives Stratasan, and our clients, insights that help identify facility’s patient types, optimal sites for hospitals, physician offices, FSERS, and urgent care locations. We use the Tapestry Segmentation dataset to help our clients get higher response rates, focus on the most profitable growth opportunities, and invest their resources in the best ways possible.

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In order to fully meet the needs of the consumers in your service area, you must first have a thorough and detailed understanding of who they are. Only then will you be equipped to grow the appropriate service lines to accurately meet their needs. With Tapestry, the process of understanding the needs of your customer is a lot easier. Additionally, with this knowledge, you will then be able to target your marketing outreach to let the right consumers know about the services you have developed just for them.

Since providing healthcare is geographic in nature, we will narrow our focus to the two LifeModes that are both rural, versus mixing Urban, Suburban, and Rural populations together. In addition, we will focus on populations that are older than 40 in order to target those who reliably utilize healthcare, versus younger populations in their late 20's and early 30'd who do not. By examining the makeups of these two LifeMode groups, we will be able to better understand their behaviors, habits, who they are, and what they do. With these insights, you will be better suited to target these populations in and around your markets.

Urbanization Summary Groups

To better understand what we are defining as mostly rural populations, we will look at the three main urbanization groups that the Cozy Country Living and Senior Styles LifeModes fall into:


Group 4 - Suburban Periphery

  • Urban expansion: affluence in the suburbs or city-by-commute
  • The most populous and fast-growing among Urbanization groups, Suburban Periphery includes one-third of the nation's population
  • Commuters who value low-density living; but demand proximity to jobs, entertainment and the amenities of an urban center
  • Well-educated, two-income households, accept long commute times to raise their children in these family-friendly neighborhoods. Many are heavily mortgaged in newly built, single-family homes
  • Older householders have either retired in place, downsized or purchased a seasonal home
  • Suburbanites are the most affluent group, working hard to lead bright, fulfilled lives
  • Residents invest for their future, insure themselves against unforeseen circumstances, but also enjoy the fruits of their labor


Group 5 - Semirurals

  • The most affordable housing—in smaller towns and communities located throughout the country
  • Single-family and mobile homes in the country, but still within reach of some amenities
  • Embrace a quiet, country lifestyle including country music and hunting
  • Prefer domestic products and vehicles, especially trucks
  • Shop at large department and discount stores like Walmart
  • Fast food and dinner mixes/kits are much more common than fine dining
  • Many make a living off the land through agriculture, fishing, and forestry
  • Time off is spent visiting nearby family rather than flying to vacation destinations
  • When services are needed, the yellow pages are within reach


Group 6 - Rural

  • Country living featuring single-family homes with acreage, farms and rural resort areas
  • Very low population density distinguishes this group—typically less than 50 people per square mile
  • Over half of all households are occupied by persons 55 years and older; many are married couples without children at home
  • The least diverse group, with over 80% non-Hispanic White
  • Mostly homeowners (> 80%), but rentals are affordable in single-family or mobile homes
  • Long trips to the store and to work—often driven alone in a truck or SUV, listening to country radio
  • Blue collar jobs dominate the landscape including manufacturing, agriculture, mining and construction
  • Many are self-employed, retired, or receive income from Social Security
  • Satellite TV and landline phones are necessary means to connect
  • More conservative in their spending practices and beliefs
  • Comfortable, established and not likely to move

Now that we have an understanding of what makes up the rural segments our two LifeModes, we can examine what makes up the segmentations within each of them:

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LifeMode 6 - Cozy Country Living

The Cozy Country Living group contains six individual tapestry segments: 6A - Green Acres, 6B - Salt of the Earth, 6C - The Great Outdoors, 6D - Prairie Living, 6E - Rural Resort Dwellers, and 6F - Heartland Communities. These six segments range from Semirural to Rural. The median ages of these segments range from 41.7 to 52.8 years old.


Households that fall within the Cozy Country Living LifeMode are generally:

  • Empty nesters in bucolic settings
  • Largest Tapestry group, almost half of households located in the Midwest
  • Homeowners with pets, residing in single-family dwellings in rural areas; almost 30% have 3 or more vehicles and, therefore, auto loans
  • Politically conservative and believe in the importance of buying American
  • Own domestic trucks, motorcycles, and ATVs/UTVs
  • Prefer to eat at home, shop at discount retail stores (especially Walmart), bank in person, and spend little time online
  • Own every tool and piece of equipment imaginable to maintain their homes, vehicles, vegetable gardens, and lawns
  • Listen to country music, watch auto racing on TV, and play the lottery; enjoy outdoor activities, such as fishing, hunting, camping, boating, and even bird watching


To illustrate the above-listed information, let's look at the summaries for the most pertinent segments that make up the Cozy Country Living LifeMode:




LifeMode 9 - Senior Styles

This LifeMode is also made up of six individual segments: 9A - Silver & Gold, 9B - Golden Years, 9C - The Elders, 9D - Senior Escapes, 9E - Retirement Communities, and 9F - Social Security Set. This LifeMode's urbanization ranges from Metro Cities to Semirurals with most falling into the Suburban Periphery and Semirural groups which were mentioned above. This LifeMode's median age ranges from 44.5 to 71.8 years old.


Households categorized as Senior Styles generally:

  • Senior lifestyles reveal the effects of saving for retirement
  • Households are commonly married empty nesters or singles living alone; homes are single-family (including seasonal getaways), retirement communities, or high-rise apartments
  • More affluent seniors travel and relocate to warmer climates; less affluent, settled seniors are still working toward retirement
  • Cell phones are popular, but so are landlines
  • Many still prefer print to digital media: Avid readers of newspapers, to stay current
  • Subscribe to cable television to watch channels like Fox News, CNN, and The Weather Channel
  • Residents prefer vitamins to increase their mileage and a regular exercise regimen


To illustrate the above-listed information, let's look at the summaries for the most pertinent segments that make up the Senior Styles LifeMode:




The Takeaway

Throughout this series on Tapestry data, we will break out the various Tapestry Segments by LifeMode and uncover what the population that falls into each segments do, where they live, and what drives them. With a more in-depth understanding of each segment, you will be better equipped to serve your existing patient populations and expand your reach within your markets.

Since Tapestry Segmentation is so diverse and can be quite different depending on what part of the country you are in, we will be breaking out the segments within the many LifeModes over the course of this series. By the end of it, you will be able to identify and interpret the tapestry segments in your market and help coordinate your strategy and/or marketing outreach accordingly.

Article by Jason Haley, GIS Manager for Stratasan

If you would like to learn more about Stratasan and how we can equip your team to use Tapestry Segmentation on your patients or market, email us at

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