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Marketing Research and Segmentation

In: Business and Management

Submitted By kellygirlrn62
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Marketing Research and Segmentation
Marketing for Health Care
HCS/539
March 9, 2013

Marketing Research and Segmentation
Marketing research is vital to the success of a health care organization. Researching patient demographics can prevent marketing errors that could close the doors of even the best hospital. Performing a lifestyle profile to be used as a demographic profile assists in segmenting the market, and provides insight into how community members will perceive the facility. Banner Boswell Medical Center (BBWMC) is located in Sun City, Arizona in Maricopa County. Patient demographics are distinctive and unique in Maricopa County, making comparative studies near impossible. BBWMC’s distinctive patient demographics make this health care organization the ideal subject for illustrating the important of marketing research and segmentation. Sun City population is 24, 132. The median age is 76.2, and the median income is $34,600 annually. Lifestyle Profile for BBWMC
Psychography is an examination of how people live; their activities, interests, and opinions. Nielson’s: My Best Segments provided the most common segments for this zip code: * 49 American Classics – downscale mature without kids. The American Classics are typically retired home owners, live a comfortable lifestyle, and have deep ties to their neighborhood. Lifestyle and media traits include: ordering from Reader’s Digest, watching the Dr. Phil Show, and own Chevrolet Monte Carlo’s. * 46 Old Glories – downscale mature without kids. Typically widows or widowers, this group of people are apartment dwellers who lead more home-centered lives. “They are the nation’s most fervent television watchers, watching game shows, soap operas, talk shows, and news magazines at high rates.” They frequently participate in in-home clothing purchases, play bingo, and watch Jeopardy! * 39 Domestic...

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