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A model for understanding benefit segmentation in preventive health care
1Bentley College, Waltham, MA.
Health Care Management Review
|January 1, 1992
Summary
Understanding patient predispositions and benefits improves healthcare marketing. This model enhances strategies for health products and services by integrating medical sociology and marketing insights.
Area of Science:
- Health Services Marketing
- Medical Sociology
- Consumer Behavior
Background:
- Healthcare marketing has evolved significantly.
- Integration of medical sociology and marketing literature is key.
- Traditional services like hospitals and physician care require sophisticated strategies.
Purpose of the Study:
- To present a model for effective healthcare marketing.
- To demonstrate how understanding predispositions to health behavior can improve strategies.
- To integrate benefit segmentation analysis with behavioral insights.
Main Methods:
- Conceptual model development.
- Integration of medical sociology research.
- Application of benefit segmentation analysis.
Main Results:
- A model is presented linking predispositions and benefit segmentation.
- The model illustrates how to create more focused marketing strategies.
- Enhanced understanding leads to more effective health product and service marketing.
Conclusions:
- Predispositions to health behavior are crucial for marketing.
- Benefit segmentation analysis refines marketing approaches.
- Integrated models enhance the effectiveness of healthcare marketing strategies.