This Discussion Will Allow You To Obtain Additional Informat

This discussion will allow you to obtain additional information for the Marketing Mix section of your Final Project

This discussion will allow you to obtain additional information for the Marketing Mix section of your Final Project. Specifically, you will generate content that will support the marketing segmentation and target market elements of the Marketing Mix section of your project. As discussed in Chapter 9, current healthcare organizations are providing a greater degree of services to their patients based on consumer demand. Many organizations have broken or segmented their products or services into manageable units, which requires marketing departments to implement very specific marketing mixes that are tailored to defined target markets. Consider your chosen healthcare organization.

Based on the marketing objectives you identified in your Week 3 Assignment, use the table as a guide to determine at least one possible target market for your marketing plan. Discuss why you chose that market segment and how you chose the target marketing. Refer to Table 9.5: The Two-Phase Strategy of Market Segmentation and Target Marketing.

Paper For Above instruction

Effective healthcare marketing necessitates precise segmentation and targeted strategies to meet diverse patient needs and improve organizational outcomes. The process begins with identifying distinct market segments that share common characteristics and demand patterns. For my chosen healthcare organization, a primary focus is on a community-based outpatient rehabilitation center specializing in post-operative care and chronic disease management. This organization aims to serve specific patient groups with tailored services, making accurate segmentation and targeting vital for success.

In the first phase, segmentation involves identifying relevant bases for dividing the broader healthcare market. Key bases include demographic factors such as age and income, geographic location, psychographic attributes like health consciousness and lifestyle, and behavioral factors such as service usage frequency. For this organization, age and health status serve as crucial bases; for example, targeting older adults with chronic health conditions and younger adults recovering from surgeries reflects the distinctive needs and service demands of these groups.

Developing profiles for these segments involves detailing each group's health needs, preferred communication channels, service utilization patterns, and potential barriers to care. For elderly patients with chronic illnesses, profiles might include mobility limitations, the need for ongoing care, and preferences for flexible appointment scheduling. Conversely, younger postoperative patients may prioritize quick, convenient services and digital communication methods.

The second phase focuses on selecting target markets based on segment attractiveness. Preference is given to segments with high growth potential, unmet needs, and alignment with the organization's capabilities. For example, targeting older adults with chronic diseases presents opportunities due to the growing aging population and demand for specialized outpatient services. This segment's needs are underserved in many communities, allowing the organization to position itself as a dedicated provider of comprehensive chronic care management.

Developing positioning strategies involves highlighting the organization’s strengths, such as experienced staff, advanced treatment options, and personalized care plans tailored to older adults. The positioning emphasizes reliability, compassion, and specialization in managing chronic health conditions, distinguishing the organization from general primary care providers.

Lastly, assessing the attractiveness of this target market involves analyzing its size, growth rate, competitive intensity, and accessibility. The chosen segment's size is substantial given demographic trends, and its growth rate is expected to increase with population aging. The organization’s existing outreach and referral networks facilitate access to this segment, making it an ideal target.

In conclusion, a strategic segmentation and targeting process grounded in demographic and health-related bases enables healthcare organizations to deliver tailored services efficiently. By focusing on older adults with chronic diseases, the organization can better meet patient needs, differentiate itself in the healthcare marketplace, and achieve its strategic objectives of growth and improved patient outcomes.

References

• American Marketing Association. (2017). AMA Dictionary of Marketing Terms.
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