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Marketing speak
Published in Emma Stanton, Claire Lemer, MBA for Medics, 2021
Segmentation is the grouping of customers into smaller, homogeneous segments with similar requirements and characteristics. This can be done in many ways including geographically, by age and by condition. This segmentation approach can then be used to risk-stratify patient populations, for example, according to their risk of requiring hospital admission. Once segments have been identified, marketing of specific and appropriate services can then be tailored to that segment.
The discipline of strategic thinking in healthcare
Published in Robert Jones, Fiona Jenkins, Managing and Leading in the Allied Health Professions, 2021
The first element of service planning is identifying a targeted market segment. Market segmentation groups categories of patients into smaller, stable, homogeneous groups. The size of a group should be large enough to provide an efficient service — ‘critical mass’. Patients can be categorised by illness and further segmented by psychographics; personality, attitudes, lifestyles or demography; age, education, gender behaviour; or loyalty or utilise.
Cyberspace at Risk
Published in Kenneth Okereafor, Cybersecurity in the COVID-19 Pandemic, 2021
As the world's healthcare institutions and medical systems were being stretched to their limits while the pandemic raged in the most affected regions, the need for speedy access to medical data desperately grew owing to the rising cases of new infections [28]. Frontline medical workers needed credible data to plan for the use of limited facilities.Contact tracers needed accurate and timely statistics to support tracking.Isolation centres needed demographic data updated in real-time [29] to reflect the changing dynamics of the spread of the virus in order to plan for staffing, supplies, distribution of PPE, and other logistics.Hospitals needed health data to manage medications, disease mapping, and hospitalization.Pharmaceutical companies required data to plan market segmentation.Research institutes needed health statistical records to strategize on clinical analysis of vaccine trials.
Developing a Hospital Choice Decision-Making scale; the providers’ point of view
Published in International Journal of Healthcare Management, 2021
Yao-Wei Shih, Yap Wai-Loong, Cheng-I. Chu
Medical consumers are ‘the individuals or departments’ who purchase the medical institutions’ services (products) [8] and have distinct market characteristics. By utilizing the characteristics of market segmentation, hospitals will be able to understand consumers’ attitudes and preferences toward hospitals’ image, stabilize its market share, and bring positive effects on hospital operations [7]. Corporate marketing focuses on target marketing and differentiated marketing [9], where market segmentation establishment is a mutual prerequisite. In market segmentation, segmentation variables are predetermined. Traditional market segmentations are often divided demographically through psychological and behavioural variables. Medical industry segmentation, however, needs to consider diseases types and geographical location as important reference factors for differentiation [10]. Liao and Kuo [11] indicated that consumer decision-making style (CDMS) mostly suits a market segmentation’s variables, according to Frank [12] and Lutz [13]. CDMS is defined as ‘a mental orientation characterizing a consumer’s approach to making consumer choices’, or essentially ‘a basic consumer personality, analogous to the concept of personality in psychology’ [14], and further development leads to Consumer Style Inventory (CSI) that resembles psychological traits consistently idealising real-world consumer characteristics. This inventory has been used by numerous scholars [15–20]. CSI as a measuring tool of CDMS allows researchers to study consumers and develop effective marketing strategies.
Challenges and best practices for big data-driven healthcare innovations conducted by profit–non-profit partnerships – a quantitative prioritization
Published in International Journal of Healthcare Management, 2018
E. R. Witjas-Paalberends, L. P. M. van Laarhoven, L. H. M. van de Burgwal, J. Feilzer, J. de Swart, E. Claassen, W. T. M. Jansen
Following the literature study, experts were interviewed. We have sent out a preparatory document, containing themes classifying the challenges found in the literature, in advance to scope the interview and allow experts to prepare themselves. In this document, big data were defined according to the ‘5 V definition’, without further debate or specification on what constitutes best definition for big data. The following themes were described: Technological challenges: data complexity, analysis complexity, data segmentation;Normative challenges: data protection, confidentiality, informed consent, data management, and regulatory issues;Challenges related to collaborations: data access, collaboration design and management;Organizational challenges: market competition, the current view and vision of the healthcare sector on data-driven decision-making;Talent management: availability of skilled data scientistsCommercialization: the entire exploitation process related to potential big data ‘products’
Multiple Morbidities in an Inner-City English Substance Misuse Treatment Service: Hierarchical Cluster Analysis to Derive Treatment Segments
Published in Journal of Dual Diagnosis, 2021
The study suggests that the treated population was heterogeneous, and clustering methods identified a degree of nuance amongst individuals in treatment who present with ostensibly similar drug-using profiles, but who differ by comorbidity. Segmentation of the treatment population can also help construct a multidimensional representation of physical, mental health and social harms especially where the population may be demographically diverse. The segmentation of people in treatment creates the opportunity for tailored interventions for meaningful groups each with bespoke care needs and priorities.