The first step here is similar to the one I went through in the article but here along with identification of the most promising target market segments you have to identify what was mentioned in the post is “Their hopes, fears, aspirations and anxieties, How they perceive their health and their health risks, How they perceive the medical insurance market – the good the bad and the ugly, What they believe they can afford and not afford, Of which medical insurance brands they are aware, How they perceive your brand and its competitors”
Now to do that effectively, like to get the exact, right insight you have to research your target market by conducting qualitative and quantitative research, as both of these approaches can provide the precise and exact data on target market, their structures, key competitors, trends, consumer behavior and attitude (2). Utilize each and every research approach, as each of them has their strengths and weaknesses so the weaknesses of one approach are covered by strengths of other and vice versa. (3) And to refine that data further, to get even better picture about your target market, utilize web and social media research approaches (4). It gets you those pieces of picture (Target market data) that you couldn’t get clearly with traditional research approaches (qualitative and quantitative).
So once you have the real target market/customers insight it’s time to use that insight by connecting it with your brand, product/service (this would be your USP) and then pushing that USP on all customer touch points.
That’s it, my 50 Cents!

References:
1. Frazer, C.F. (1983), “Creative strategy: a management perspective”, Journal of Advertising, Vol. 12 No. 4, pp. 36-42.
2. Proctor, T. (2000), Essentials of Marketing Research, Pearson Education Limited, Essex.
3. Deshpande, R. (1983) ‘Paradigms lost’: on theory and method in research in marketing. Journal of Marketing, 47, 101–110.
4. Mahr, D. (2011), “Customer co-creation of knowledge during the innovation process”, European Marketing Academy Conference (EMAC 2011), Ljubljana, May 24-27, 2011.