Why would the healthcare organization be interested in this decision-making process for improving healthcare delivery?

n 1 – The Key to Healthcare
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Career Relevancy
In deciding how to develop our marketing plan and marketing strategy, we need to know exactly who we will be aiming at—also known as the target market. In the environmental analysis, there was a discussion about demographics, and indeed, that is one base for segmentation. Segmentation is the process of separating people into groups that have similar characteristics. When we break people into groups, we can use those common characteristics to create messages and products that are aimed specifically at them. Developing an understanding of these and other business segments will pave the way towards success in the industry.
Background
Parsing the Market
There is a wide range of segments into which consumers can be categorized. The traditional segments include socioeconomic, demographic, geographic, and psychographic. A more recent form of segmentation is called a cohort. While a generation of people, such as boomers or millennials, covers around twenty years of time, a cohort will cover a shorter timeline. For example, a World War II cohort is an individual who was born from 1922–1927, growing up during the war itself.
In addition to cohorts, it is deeply important that a healthcare organization consider the business segments that their industry serves. A hospital must purchase supplies, drugs, and equipment and has to consider the needs of these suppliers. It can be deeply advantageous for an organization to focus on a niche market, or a micro-segment of the market they are involved in, or else they may consider a multi-segment strategy that aims to diversify their focus. So long as the segmentation is properly analyzed, either strategy can ultimately be successful.
Tech Savvy Segments
As noted previously, technology is one of the primary driving forces in the medical industry. While there are many advances in medical technology, it is unquestionable that the largest overall advance in technology is far more commonplace: smartphone technology. Smartphone technology has allowed an entire, new subset of the industry to flourish that is known as telemedicine. These advances and several other forms of technology that support it allow doctors to diagnose and evaluate patients remotely. While there are many advantages to telemedicine advances, the most notable advantages are the following (Prasad, 2020):
Reach a Greater number of Patients
Increased Patient Engagement and Satisfaction
Enhanced Flexibility and Convenience
Improved Healthcare Quality
Fewer Last-Minute Cancellations
While each of these advantages is notable, the ability to reach more patients is among the most prominent when it comes to healthcare marketing. For an outlook of the predictions and trends in healthcare that would be helpful in growing in different segments, watch Outlook 2020: Predictions and trends in healthcare for the coming year (2:59 min).
Being able to expand out to as many segments as possible, or at least as many segments that can afford a smartphone, gives that much wider audience for a marketer to focus their efforts on. This ultimately allows healthcare providers to build a marketing plan that can impact a diverse audience—all while also taking advantage of improved healthcare quality, such as reduced stress and 38% fewer hospital admissions (Prasad, 2020).
References
MM&M Spotlight. 2020, January 13. Outlook Predictions and trends in healthcare for the coming year. Retrieved from YouTube on September 14, 2020. https://www.youtube.com/watch?v=FBRjny77-F8&feature=youtu.be
Prasad, Ajay. 2020, June 15. Rise of Telemedicine: How Healthcare Providers Can Benefit From It. Retrieved On July 23, 2020. https://www.gmrwebteam.com/blog/how-healthcare-providers-benefit-from-telemedicine
Prompt
Consider a theoretical healthcare decision that you might make or have had to make in the past. Feel free to base it off personal experience, but do not share personal health information. Thoroughly analyze the decision-making process and explain it to your classmates. Why would the healthcare organization be interested in this decision-making process for improving healthcare delivery?
For your citation, you might use articles that show examples of effective healthcare decision making. You can also find articles from experts that suggest how this kind of decision-making process impacts the healthcare market as a whole.

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