Segmentation of potential patients
1. Segmentation of potential patients has been made easier with the technology available. Once completed the segments contain targeted prospects that have some common elements between them. But this is where the marketing becomes difficult.
It is possible that each prospect within the segment may have different thoughts on healthcare. These differences may involve their key values, attitudes towards healthcare, and how they make decisions?
So, the question is: how will you uncover what they think about healthcare? What messages do you send to them to get their business? How will you know whom is a viable target to which to sell your business idea?
2. If you are able to uncover this information and market to these attributes will this give you new patients and their loyalty? If yes, why? If no, why?
Sample Solution
Segmenting potential patients can be a useful tool for marketing healthcare services, however it is key to remember that each prospect within the segment may still have different values and attitudes towards healthcare. This means that in order to develop successful communication campaigns, marketers need to find ways of uncovering how their target audience thinks about healthcare and what messages are likely to resonate with them.
One way of doing this would be through surveys or focus groups (Lehmann & Winer 2014). Such methods allow researchers gain more direct insight into how individuals feel about various topics related to health and wellness, as well as provide opportunities for participants express themselves openly without any outside interference. Additionally, gathering feedback from customers who have already received services or treatments is also beneficial because it allows marketers understand which features matter most when making decisions about medical care (Grunert et al., 2018).
In addition to qualitative research methods, another approach involves using analytics software such as IBM Watson Analytics (“IBM Watson Analytics \\\” 2020) which can help determine key insights from large amounts of existing data. For example, by inputting patient demographics one could quickly identify high-value segments based on behavior patterns revealed via past interactions with the organization’s website/social media accounts etc.
To summarize, there are a variety of techniques available for discovering how prospects think about healthcare and what messages are likely appeal them depending on individual circumstances. Through combining traditional qualitative methods like surveys/focus groups with data analytics tools it becomes easier access new levels information regarding customer preferences so as craft highly effective communication campaigns tailored accordingly.
