Answer the following questions (at least half page for each questions)
- A women’s health clinic has recognized the need to segment its market. Identify three bases by which this clinic might segment the female market, and identify the manner in which the “product” component of the marketing mix would change in light of the segmentation base used.
- Bethesda Hospital recently has developed an occupational medicine program. It wants to target employers in the Baltimore metropolitan area. The director of the program has a range of services within this program including toxicology assessment, education around issues such as preventing back injuries and stress management, and providing medical treatment at factories, should it be desired. Suggest three alternative ways the customer base for this new service could be segmented, and indicate how each base of segmentation would result in a change in the marketing mix.
- Most medical groups have historically relied on a primary care physician practices for referrals. At a recent society meeting, the senior partner returned with a renewed perspective in terms of looking at the customer base of referrers. “We need to develop relationships with these practices rather than view them as individual transactions when they send us a patient.” How might this perspective shift the strategy of the group?
- For many years health care organizations, as well as traditional businesses, have often struggled in frustration that high scores in satisfaction do not necessarily lead to higher levels of profitability or sales. Explain why this inconsistency exists.