Seven Ways to Use Market Segmentation at a Health Plan
Implementing marketing segmentation is never a slam dunk and health plans have more difficulty than other firms because of their regulatory environment. But the pattern of decisions is simple when they are broken into steps.
First, market segmentation research is needed to identify and define market segments. This process is fairly involved and is described elsewhere. (See for example the whitepapers at www.deftresearch.com.) The research helps firms decide which segmentation strategy to use. These strategies may be based on purchasing behavior, consumer characteristics, lifestyle information, or other market information.
Second the team must ask, which segment or segments does the health plan wish to target?
The market research will provide objective information facilitating this decision. Most experts would agree that it is foolish to target a segment to which you do not now have a reasonably good fit (e.g. the GMC truck division pursuing a “green”, hybrid-oriented segment).
Finally, the fun begins. Once target segments have been decided on, there are at least seven ways...
To view and download this full PLR article, you must be logged in. Registration is completely free. Once you create your account, you will be able to browse, search & downlod from our PLR articles database of over "1,57,897+" on 1,000's of niches and 200+ categories without paying a penny. Click here to signup...
