Background for Discussion
Market segmentation is a marketing strategy that allows health care organizations to better understand and serve consumers. With this strategy, organizations identify market segments based on consumer characteristics such as demographics and buying behaviors. By developing targeted marketing campaigns for these market segments, organizations can increase their market share and gain a competitive advantage.
This week, you explore market segments of health care organizations. You also examine the impact of market segments on health care marketing.
Learning Objectives
Students will:
- Analyze market segments of health care organizations
- Analyze health care organizations' response to market segments
- Evaluate the impact of market segments and consumers on the future of the health care market
Discussion Topic: Market Segments of Health Care Organizations
Market segments help organizations determine how to appropriately market products and services to consumers. For example, consider baby aspirin. This product is used by pediatric patients for pain relief and by older adults for the prevention of heart conditions. The plan for marketing baby aspirin would vary depending on the market segment, particularly in relation to communication techniques. Techniques used with parents of young pediatric patients would likely differ from those used with older adults. Communication, whether written or oral, is a key element of marketing. For this Discussion, you examine the impact of market segments on health care marketing.
To prepare:
- Scan current health care delivery systems in your local community and select a health care organization. Consider that you have been hired by this organization's board of directors to develop a new segmentation service.
- Identify market-based segments of the health care organization you selected.
Note: For this Discussion, you are required to complete your initial post before you will be able to view and respond to your colleagues' postings. Begin by selecting the "Post to Discussion" link and then select "Create Thread" to complete your initial post. Remember, once you click submit, you cannot delete or edit your own posts, and cannot post anonymously. Please check your post carefully before clicking Submit!
Post an executive summary that addresses the following:
Describe market-based segments of the health care organization you selected. Include demographic characteristics of segmented consumers that influence buying behaviors of the market. Then, analyze how the organization is responding to these market segments. Finally, evaluate the impact of these market segments and consumers on the future of the organization's market. Support your response by identifying and explaining key points and/or examples presented in the Learning Resources.
Note: Your executive summary should be no more than 600 words. Be sure to apply best practices of business communication when writing your executive summary.