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Segmenting hospitals for improved management strategy.

Journal of Health Care Marketing

|August 7, 1989

Summary

This summary is machine-generated.

This study introduces a framework for health care market segmentation using a priori and clustering methods. It reveals marketing implications for hospitals and related organizations by segmenting the hospital market.

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Area of Science:

Health Care Marketing
Market Segmentation
Organizational Studies

Background:

Effective market segmentation is crucial for strategic decision-making in the complex institutional health care sector.
Existing segmentation approaches may not fully capture the nuances of health care markets.
A robust framework is needed to guide segmentation strategies in this domain.

Purpose of the Study:

To present a conceptual framework for a priori and clustering-based market segmentation approaches.
To evaluate these approaches within the context of institutional health care markets.
To identify marketing implications for various health care stakeholders.

Main Methods:

Conceptual framework development for segmentation.
Empirical study involving segmentation of the hospital market.
Utilized three state-of-being variables and organizational decision-making variables.
Employed the Thurstone Case V procedure for sophisticated analysis.

Main Results:

The study successfully segmented the hospital market based on specified variables.
The Thurstone Case V procedure provided a sophisticated analytical outcome.
Identified distinct segments within the institutional health care market.

Conclusions:

The proposed segmentation framework is effective for institutional health care markets.
Segmentation yields significant marketing implications for hospitals, health care organizations, suppliers, and donor publics.
The study highlights the importance of considering both state-of-being and decision-making variables in health care market segmentation.