The healthcare sector is a customer-focused segment, which indicates the need for knowledge about patients’ values and requirements. Women’s health clinic aims at multifactorial care to ensure a holistic approach to interventions. Audience segmentation should be based on psychographic ways of obtaining information about the supplier, or demographics. Each of them determines the product’s transformation, namely the price, the method of targeting, and the creation of new offers.
The first type of segmentation is psychographic, which includes values, worldview, daily behavior, and decision-making elements. This type of audience separation is useful for any enterprise, as it allows one to find out the roles and social priorities that people prefer (Gomez et al., 2018). The clinic will change the presentation of the product and advertising materials, as they will be based more on transmitting those values and emotional responses that patients need. A similar, but the narrower profile, is the demographic approach, which defines women’s age and marital status. The Women’s Clinic will adapt the offer to the time frame that individuals need, for example, modify digital appointments to suit the rhythm of life.
Analyzing the data on how to obtain information about the supplier is an innovative way of segmentation. For example, studying statistics from Google and Facebook and collecting data from focus groups and questionnaires will allow integrating help in such a way as to conform to each group in the audience (Chong et al., 2019). These metrics are also crucial for understanding the daily life that clients have and decision-making patterns. Thus, the product will be updated by dividing people into their service preferences.
The Women’s health clinic segments the audience by providing services for females only. Nonetheless, psychography, demography, and online surveys can detail patient knowledge and tailor the offer to suit their needs. In particular, it will help rationalize the delivery of advertising and service features to fit the rhythm of life, schedule, and people’s psychological characteristics. The healthcare facility will become more efficient if individuals are successfully segmented according to their irrational preferences.
References
Chong, J., Lim, K., & Matchar, D. (2019). Population segmentation based on healthcare needs: A systematic review. Systematic Reviews, 8(1). Web.
Gomez, A., Loar, R., & Kramer, A. (2018). The impact of market segmentation and social marketing on uptake of preventive programmes: The example of voluntary medical male circumcision. A literature review. Gates Open Research, 2(68). Web.