Bethesda Hospital has created an occupational medicine program and wants to launch it as soon as it targets potential employers in the Baltimore area. There are three primary ways Bethesda Hospital can segment its customer base:
Industry market segmentation is the first method that presumes the market division into industries or corporations producing similar products and providing similar services for the same target audiences. This type is the most suitable for Bethesda Hospital because it allows the marketing mix to fit individually in each industry (Radu et a., 2017). Additionally, it ensures that the package considers the type of occupational hazards unique to a particular sector. It also guarantees that dangers that are unlikely to occur will not be covered without request, which would lead to increased costs (Radu et a., 2017).
For instance, toxicological assessment should often be conducted in a chemical company, which is not required in banks or other financial firms. This can be attributed to the biblical preparation procedure when Jesus and his message were put to the test for 40 days so that he could begin his ministry.
Besides, occupational hazard avoidance and education should be considered as they differ from industry to industry. These aspects strictly depend on the perception of hazards and preventing means within the plant (Lim, 2021). Managing such a marketing mix would result in segregation for particular companies. The primary element of the marketing mix that will change is the price because developing prevention measure for occupational hazards demands more expenses.
Size of the company: This type of segmentation is the main one for medical institutions due to the fact that the sensitivity of small companies to prices and the needs for occupational medicine differ from those of large organizations. What is more, a small firm may require a third-party company to help to administer their healthcare provision plan or employee insurance distribution (Radu et a., 2017).
Therefore, large plants usually offer to insure small companies’ workers. It also refers to the medical treatment provision at factories: a person would have to interact with individuals outside their workplace to ensure their employees’ safety. Instead, large companies can create primary care centers on-site so as not to involve other interested parties. These changes are likely to take a toll on the marketing mix elements, especially on the price component. For example, seeking help from third parties will be quite expensive and will increase the company’s costs. It also concerns educating staff because training in other organizations would require additional costs.
Geographical segmentation is based on the assumption that consumers living in different geographical and climatic conditions have distinct cultural characteristics and product properties requirements and demonstrate other purchasing behavior models. In turn, companies are recommended to perform activities differently depending on their location (Lim, 2021). Normally, large firms or similar industries tend to work in clusters which helps them boost their efficacy. For instance, hospitals can form off-site primary care centers in different areas or provide each other with employee training programs.
What is more, collaboration helps them reduce expenses and assist each other in many cases. For example, organizations may buy expensive equipment for shared use so that it saves money for both sides. This segmentation type is also practical because it is easy to manage within the organization (Lim, 2021). In general, if the industries unite, it forms a more extensive customer base which can ensure the economy of resources. This type of segmentation is likely to affect marketing in such a way that the company will be able to reduce the cost of advertising and purchasing activities.
References
Lim, W. (2021). A marketing mix typology for integrated care: The 10 Ps. Journal of Strategic Marketing, 29(5), 453-469. Web.
Radu, G., Solomon, M., Gheorghe, C. M., Hostiuc, M., Bulescu, I. A., & Purcarea, V. L. (2017). The adaptation of health care marketing to the digital era. Journal of medicine and life, 10(1), 44–46.