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Question: 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 Mayo Clinic, use the table below 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.
Table 9.5: The Two-Phase Strategy of Market Segmentation and Target Marketing
Phase One: Market Segmentation
Phase Two: Target Marketing
1. Identify bases for segmenting the market.
1. Select the target markets.
2. Develop profiles of resulting segments.
2. Develop positioning for each target market.
3. Develop measures of segment.
3. Develop marketing mix attractiveness for each target market.
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Services can be defined as separately identifiable, intangible activities which provide want-satisfaction when marketed to household consumers and/or industrial users.
A marketing plan is an essential tool for any marketer, providing direction for a brand, product or organization. A marketing plan describes the marketing environment, marketing objectives and marketing strategies.
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