Understanding communities with location analysis, planning and mapping
Using P2; People & Places data to identify potential locations across London
MyHealthcare Clinic are looking to expand and open new clinics. They approached Beacon Dodsworth for help in the investigation of potential locations.
Our detailed and accurate location and demographic analysis provides the directors of MyHealthcare Clinic an understanding of the following crucial points:
- The demographic type who use their services i.e. target audience
- Travel times and distances around locations
- The demographic type that live around potential locations
Location analysis is a process that requires a range of datasets, GIS software and the ability to model data to the specific needs of the business. It delivers the intelligence required to make the right decision about where to situate premises whatever your business focus.
1 – Identifying target audience
Working with MyHealthcare Clinic we produce in-depth and actionable profiles of people based on the locations where they live. It starts with a simple postcode list.
Our geodemographic classification, P2 People & Places, contains detailed descriptions about the different types of people living in the UK. It was built using Census and other lifestyle data to categorise people into 16 Trees that deliver broad descriptions of UK residents, and 44 Branches that provide opportunity for precise and detailed segmentation.
Analysing the types of people who use services enables us to assign Tree or Branch codes. These become MyHealthcare Clinic’s client profiles and can be mapped using Prospex, our powerful desktop GIS software.
2 – Getting to and from a location
Identifying suitable locations requires an understanding of accessibility, and convenience plays a large part when it comes to finding the best locations for clinics. If a location is easy to access the catchment is usually larger and can potentially contain more of the target audience.
For MyHealthcare Clinic’s location analysis we produce a range of maps that display different drive times of 5, 10 and 15 minutes. The drive times are the bespoke catchments around locations on which we base the analysis.
Catchments are built using TimeTravel, our comprehensive drive time and distance data, and visualised in Prospex, our GIS mapping software. TimeTravel contains travel times/distances from any postcode to postcode in the UK. It recognises a range of factors such as road location, road type, speed plus vehicle type, to deliver accurate travel time and distance calculations.
MyHealthcare Clinic are looking at inner city locations which generally equates to slower travel times. Using our bespoke vehicle type we represent these reduced travelling speeds in our mapping analysis.
One of the third-party data sets we have included is the location of tube stations. This is an alternative method of transport that potential clients may use and is therefore an important part of MyHealthcare Clinic’s location strategy.
3 - Understanding demographic types
The P2 People & Places Tree and Branch types contain detailed descriptions about the different aspects of people’s lifestyles and behaviours such as:
- Housing tenure and types
- Employment status and types
- Spending patterns
- Transport and commute
Our aim is to provide the types of data and analysis that best fits client requirements. This often requires a combination of several different datasets.
We can enhance customer profiles and map analysis using alternative data, such as a business’ customer, product or location data, and third-party data. For MyHealthcare Clinic’s analysis, we used Living Costs and Food (LCF) survey data. LCF provides weekly household expenditure on a wide range of goods. We mapped the expenditure on private healthcare from LCF, and household population counts from the British Population Survey (BPS). These results give MyHealthcare Clinic an indication of potential income and market share.
Using our knowledge, experience and tools we simplify what would normally be a complicated process. MyHealthcare Clinic send us a list of potential locations which we map with the drive time data, P2 People & Places profiles and the expenditure/population data.
Dush Gunasekera, MyHealthCare Clinic Director said:
"Beacon Dodsworth’s location analysis solution is delivered in a selection of maps and spreadsheets that are both accurate and detailed. They provide the location intelligence required to make effective decisions about locations for our clinics."
Learn more about MyHealthcare Clinic.
Location analysis is just one of the many specialist services we provide. Any type of business or organisation will benefit from a location analysis solution whether it’s about people, places or processes.
In simple terms, drive-time catchments that don’t contain enough of the target audience are less attractive as clinic locations.
Visualising profiles using thematic maps highlights the penetration of the target audience in any area.
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