Market segmentation in the healthcare industry can offer insights into the behavior of consumers and thus impact patient engagement. This relatively new trend contributes to the provision of patient-centered care as it allows individuals to actively participate in their healthcare plan management (Berkowitz, 2016). In the given scenario, a multi-specialty medical group targets a small niche instead of all consumers, which determines a marketing strategy to achieve the desired outcome.
The medical group can identify the four Ps of marketing more precisely when focusing on the population of middle-aged, white-collar professionals who are married, with both spouses working outside the home. The benefits of this strategy include the increased ability to design targeted messages for the identified audience and the opportunity to distribute services and products effectively (Berkowitz,2016). This paper discusses how the marketing mix should be tailored to appeal to this particular segment.
A niche strategy is a primary framework for the medical group in the given scenario. As defined by Berkowitz (2016), it is a variation of the concentration strategy that targets “a very small, specialized market segment with a highly defined set of needs … with specialized products and services” (p.238). A niche method allows for creating an effective marketing plan designed to meet the healthcare needs of the identified population and provide patient-centered and quality care. In this regard, applying the marketing mix framework is pivotal for success in the clinical context. According to Ravangard et al. (2020), it is essential “to optimize the price, developing services, increasing health literacy, and improving financial resources” (p. 1). The multi-specialty medical group will focus on the population of 45 to 60 years of age, both males and females.
In this regard, preventative care, including annual physical exams and screenings, is particularly important for the identified audience. The marketing strategy can be developed on the basis of gender in order to address health concerns essential to each group (Berkowitz, 2016).
For instance, bundled packages of defined services relevant to male and female patients can be provided. As for women’s healthcare, it is essential to focus on breast screening, the prevention of and treatment for osteoporosis, cardiovascular diseases, diabetes, obesity, and breast, uterus, and ovary cancer. With regard to men’s healthcare services, the medical group should include prostate exams, the prevention of and treatment for erectile dysfunction, osteoporosis, cardiovascular diseases, diabetes, obesity, and lung and prostate cancer. Gender-based marketing will address the prevailing concerns of each subgroup in an efficient manner.
Furthermore, income-based segmentation can be used to meet the healthcare needs of the identified population. As a rule, the income level of white-collar workers enables them to afford health coverage with an extended number of benefits. Therefore, the marketing plan can be designed with this idea in mind. The medical group can incorporate additional healthcare plan benefits for this audience segment and offer flexible hours. Moreover, it is essential to consider the health concerns common for the workers in the office environment, such as stress, mental health problem, Carpal Tunnel Syndrome, eye strain, and back pain.
To conclude, targeting a specific population allows for creating a more individualized approach to meet the needs of the identified group. In the given scenario, the niche method can be considered a priority since it promotes patient-centered healthcare. Gender- and income-based segmentation were identified as effective strategies to address the medical concerns of middle-aged office professionals. With the application of the marketing mix approach, the medical group can provide quality care for patients and allocate resources accordingly.
Berkowitz, E. N. (2016). Essentials of health care marketing (4th ed.). Jones & Bartlett Learning
Ravangard, R., Khodadad, A., & Bastani, P. (2020). How marketing mix (7Ps) affect the patients’ selection of a hospital: experience of a low-income country. Journal of the Egyptian Public Health Association, 95(1), 1-8. Web.