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Healthcare Marketing Essay
Health Care Marketing, Sales Cycle
Essential of Health Care Marketing,
There is a continuous change in the healthcare industry hence the enormous laws and policies, fresh innovations and increased education on health consumers. The administrators should be in a position to shift their strategies with the aim of meeting the demand of the dynamic market.
Sellers are in a position of choosing any approach in order to pursue the consumer market as well as business to business market. The most common method used in the segmentation process is to segment the market into two major groups. This is due to the different factors that influence the consumer to buy a certain commodities, some factors can also be used in segmenting customers. The most common methods are behavioral, demographic, geographic and psychological.
Behavioral segmentation is based on the benefits that the customers may want in order for them to be satisfied and also how they want to use the product they are being offered. This segmentation is responsible of dividing people and organization into teams that will work according to the behaviors of the customers and the way they act towards the commodity. For instance when one buys a tooth paste, the most important thing in the back of his mind is the price, the ability to whiten the teeth, fight tooth decay and the freshness of breath. Here there are combinations of benefits together. This has led marketing professionals with the knowledge of how to tailor those benefits and offer a variety of products that are different but plays the same role, for example Colgate 2-in-1 Toothpaste and mouthwash as well as Whitening icy blast that is aimed at customers who want the benefits of freshness in breadth and also and whiter teeth.
Demographic segmentation is another common method that sellers tend to employ in their firms. In this method the seller are in position of determining the ages, races and the ethnic background plays a role in the consumers want and needs. The sellers segment the buyers according to their personal characteristics such…
Sample Source(s) Used
Reference
Eric N. Berkowitz, (2006). The Essentials of Health Care Marketing, 2nd ed. Sudbury, MA: Jones & Bartlett Publishers. Retrieved on June 24, 2014. http://www.insight-corp.com/reports/ethnic.asp
Juan Guillermo Tornoe, (2008) "Hispanic Marketing Basics: Segmentation of the Hispanic Market. Retrieved on June 24, 2014 http://learn.latpro.com/segmentation-of-the-hispanic-market/.
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