Alternative Ways of Customer Segmentation: Bethesda Hospital Case Scenario Research Paper

Market segmentation is a technique that involves identifying certain customer groups to deliver particular goods or product lines to them in a manner that caters to their preferences. The Bible says, “ each of you should use whatever gift you have received to serve others, as faithful stewards of God’s grace in its various forms” (“New International Version,” n.d., 1 Peter 4:10). Therefore, supporting all potential consumers is crucial since it aims to increase the strategic and rigor of a company’s initiatives while fulfilling what the Bible teaches believers about meeting the needs for everyone. There are alternative ways that healthcare firms like Bethesda Hospital could segment the customer base for novel services to target prospective clients. Generally, the organization can partition groups and subgroups of populations through need-based, demographic and value-based segmentation models.

Need-based segmentation is a strategy or model that ensures that the commodities are crucial to the targeted group. In essence, this method may be the best because it considers each occupational risk. Employers in the Baltimore metropolitan area are exposed to various dangers impacting them and their companies. Some of the hazards are unlikely to occur, thus attracting very high premiums. For instance, toxicological evaluation is crucial in a chemical factory yet may not be covered or classified as a priority. Additionally, these people may be working long hours while also dealing with stress that may require management. As a result, Bethesda Hospital may opt for this technique to address these specific issues. According to Duminy et al. (2021), “a service is defined as needed when a typical individual with a set of characteristics that comprises a segment will likely benefit from receiving it” (p. 1395). Nonetheless, different sectors have different needs that must be dealt with separately. Most importantly, this marketing mix will ensure that the problem is recognized and dealt with cost-effectively.

Bethesda Hospital can segment the customer base for new services using a demographic model. Essentially, in the case of the Baltimore metropolitan area, age and education are crucial components to consider. One of the Bethseda hospitals programs or services such awareness of issues related to the prevention of back injuries. According to Chong et al. (2019), segregating populations into distinct groups with roughly similar healthcare needs aids in creating integrated care strategies to best fulfill the requirements of patients. After all, a person’s age might reveal a lot about how they will interact with the firm. For instance, older adults may be prone to suffering from work-related pain that may require special attention and treatment.

The final model that can be applied is value-based segmentation. In this scenario, the factory with the most consumers should be considered when developing the marketing mix. Additionally, Bethesda Hospital must take into account the preferences of potential consumers. Organizations need to apply special consideration because buyers are more price sensitive. An important aspect of determining a customer’s value is how many transactions they make. Essentially, they are worth more to the company if they make more purchases. For instance, Bethesda Hospital may consider providing medical treatment at factories only if it is desired by more clients. As a result, they will likely group the clients based on the buying capacity.

In brief, need-based, demographic and value-based are essential segmentation models in the healthcare industry. The number of people with complicated requirements caused by several factors and health-related social demands is rising. Additionally, a business can improve its chances of making sales and being more resource-efficient by creating specialized plans for certain items with target consumers in mind. As a result, understanding each group is an effective strategy for facilitating the creation and assessment of patient-centered integrated care services.

References

Chong, J. L., Lim, K. K., & Matchar, D. B. (2019). Population segmentation based on healthcare needs: A systematic review. Systematic Reviews, 8(1). Web.

Duminy, L., Sivapragasam, N. R., Matchar, D. B., Visaria, A., Ansah, J. P., Blankart, C. R., & Schoenenberger, L. (2021). Validation and application of a needs‐based segmentation tool for cross‐country comparisons. Health Services Research, 56(S3), 1394-1404. Web.

New International Version. (n.d.). Bible Gateway. Web.