Market Segmentation And The Identification Of Target Markets profile

This is due on or before June 28, 2018 at 6:00 p.m. CST

This discussion will allow you to obtain additional information for the Marketing Mix section of your Final Project. Specifically, you will generate content that will support the marketing segmentation and target market elements of the Marketing Mix section of your project.

As discussed in Chapter 9, current healthcare organizations are providing a greater degree of services to their patients based on consumer demand. Many organizations have broken or segmented their products/or services into manageable units, which requires marketing departments to implement very specific marketing mixes that are tailored to defined target markets. Consider your chosen healthcare organization. Based on the marketing objectives you identified in your Week Three Assignment, use the table below (also found in Chapter 9 of the course text) as a guide to determine at least one possible target market for your marketing plan. Discuss why you chose that market segment and how you chose the target marketing.

Table 9.5

The Two-Phase Strategy of Market Segmentation and Target Marketing

Phase One: Market Segmentation Phase Two: Target Marketing 1. Identify bases for segmenting the market. 1. Select the target markets. 2. Develop profiles of resulting segments. 2. Develop positioning for each target market. 3. Develop measures of segment. 3. Develop marketing mix attractiveness for each target market.

Adapted from Strategic Planning and Marketing in Healthcare Organizations by R. Stevens and L. S. Silver, 2015, section 9.4: “Market Segmentation and Target Marketing.” Copyright 2015 by Bridgepoint Education, Inc.

The Importance of Marketable Objectives

Janet Murphy

MHA 626 Strategic Planning & Marketing in Health Care

Dr. Hall

June 25, 2018


Marketing Objectives of MHC

The key objectives of the MHC comprise the creation of appropriate workshops and conferences for the African-American as well as Latino communities. The second objective is the creation of awareness about healthcare especially on HIV/AIDs and cancer to minority fulfilling their objectives, the healthcare organization concentrates on providing culturally sensitive medical education (Minority Healthcare Communications … 2018). The education is directed at increasing the number of patients that understand the health needs of the minority communities, African-Americans, and the Latinos. Therefore, the MHC ensures that the conferences that they organize medical experts in the different fields of medicine to offer expert information and education to the minority communities. In marketing their services, the MHC organizes events during which they showcase their activities and they offer to the African-American and the Latino communities. In most cases, the events are held within the localities that host most minority residents.

To make the marketing objectives of MHC fit the healthcare organization’s role, the organization has blends the organization activities with the cultural events of the minority communities. The workshops and conferences are held during important days in the cultural events of the African-American and Latino communities. Since the organization is a non-profit organization, the marketing objectives that feature workshops, seminars and events help the organization to charge a fee. The registration fee is used in enabling the organization to access as many healthcare providers from different fields of the healthcare sector to offer the education (Minority Healthcare Communications … 2018). To make the services of the organization helpful to the minority committees, the leadership of the community offers few scholarships to students and individuals that commit themselves to the delivery of medical services to the minority communities (Aggarwal et al., 2016). The scholarships are often given to students that hail from the African-American and Latino communities. Therefore, the marketing objectives make MHC a significant organization to the community since individuals from the community have the chance to learn about healthcare and other medicine-related courses so that they can meet the needs of the communities in terms of health. The scholarships help them to educate students that understand the community well and thus they come back to work and deliver improved quality care especially in educating the community members about HIV/AIDS and cancer as well as other lifestyle diseases.

According to the marketing objectives, the leadership of the MHC confirms that the purpose of the conferences and the educative workshops is to obtain suggestions from the community members as well as the attendees. The objectives fit the role of the organizations especially in communicating about lifestyles, cancer and HIV/AIDS diseases because the communities and any of their suggestions are included and considered in improving healthcare delivery to the minority communities. The acknowledgment form the MHC leaderships confirms that the marketing objectives of this non-profit organization especially in creating awareness are engineered by the participants in their forums and conferences. The community members of are the dynamic force behind the smooth operation of the healthcare organization since they fund, contribute by suggesting topics and direct the type of educational tools and timelines the events are to be held for effective communication to their community members. The massive participation of the community members in the conferences, forums and education seminars helps the minority communities to be recognized nationally especially in a bid to meet their healthcare needs.

The key marketing objectives that a marketing director should focus on when developing a market plan include

a. The marketing strategies will offer an opportunity for building brand awareness

Whether the corporation in question is a profit or non-profit organization, the need to create brand awareness in the market is paramount. The marketing director should focus on delivering quality products and services, engaging in corporate social responsibility so that the customers within the region of operation can recognize it (McDonald and Wilson, 2016). In this case, the company should focus on helping the community members with poverty eradication, the provision of clean water services and employing local people while offering services at subsidized prices. The marketing objective will help the organization to get prevalence from loyal and new customers alike.

b. Capture customers and clients both locally and internationally while targeting new customers.

The focus of marketing should be to increase an organization’s clientele-base. Marketing directors should focus on the expanding the organization’s operations to more customers. The focus should start with local regions to international markets. Commencing with the local communities, the healthcare organization marketing director can enhance the awareness of the brand to an international market (McDonald and Wilson, 2016). In this case, an exploration of the needs of the customer needs both locally and internationally can be evaluated first. Therefore, research on the market demands and the customer needs helps in the selection of the best methodologies and distribution channels. The objective of entry into new markets, therefore, offers an organization the opportunity to expand the organization’s operations and the delivery of services and products at least to most of the customers both on international and local markets.



Aggarwal, N. K., Pieh, M. C., Dixon, L., Guarnaccia, P., Alegría, M., & Lewis-Fernández, R. (2016). Clinician descriptions of communication strategies to improve treatment engagement by racial/ethnic minorities in mental health services: a systematic review. Patient education and counseling, 99(2), 198-209. Retrieved from

McDonald, M., & Wilson, H. (2016). Marketing Plans: How to prepare them, how to profit from them. John Wiley & Sons.

Minority Healthcare Communications Inc.: Focused on Health Care Education Through Conferences, Seminars and Workshops. (2018). Retrieved from