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Related Experiment Videos

Mission-driven marketing: a rural example.

J E Rohrer1, T Vaughn, J Westermann

  • 1Division of Health Management and Policy, University of Iowa, USA.

Journal of Healthcare Management / American College of Healthcare Executives
|June 3, 1999
PubMed
Summary
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Applying marketing principles to healthcare delivery can improve community benefit by targeting underserved populations. Strategies focus on price, distribution, product, and promotion to increase access to care for vulnerable groups.

Area of Science:

  • Healthcare Management
  • Health Services Research
  • Marketing in Healthcare

Background:

  • Marketing is underrepresented in academic healthcare management literature, often perceived as profit-driven rather than community-focused.
  • A marketing perspective can align with and support the traditional missions of healthcare organizations.
  • Traditional healthcare missions can be advanced by applying marketing principles to identify and serve specific populations.

Purpose of the Study:

  • To explore the application of a marketing perspective to healthcare delivery organizations' traditional missions.
  • To identify mission-oriented market selection criteria for healthcare services.
  • To demonstrate methods for identifying and targeting underserved market segments in healthcare.

Main Methods:

Related Experiment Videos

  • A survey was conducted in a rural county to gather data on healthcare utilization and barriers.
  • Analysis focused on identifying demographic and socioeconomic characteristics of underserved populations.
  • Consumer deferral of care due to cost was examined based on various personal and health factors.

    • Main Results:

    • Men, depressed individuals, and those with lower education levels utilized less medical care.
    • Key factors influencing care deferral due to cost included lack of insurance, female gender, age under 55, fair health status, depression, and chronic illness.
    • Identified underserved segments in the rural market exhibited specific utilization patterns and barriers.

    Conclusions:

    • Healthcare organizations can strategically target underserved populations using market segmentation.
    • Marketing strategies encompassing price, distribution, product, and promotion are essential for improving healthcare access.
    • A mission-oriented marketing approach can enhance community benefit and address healthcare disparities.