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This paper has attempted to show why market segmentation will become increasingly more prevalent in the health care industry. It has also suggested how segmentation can be extremely useful to the health care practitioners. Finally, it has identified three customer characteristics (demographics, psychographics, and usage patterns) as a basis for segmenting the market. It has also identified three marketing practices (competitive positioning, full line vs. specialty, and payment plans as other bases for market segmentation).
Segmenting the Health Care Market

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