Improving Healthcare Marketing Through Market Segmentation and Targeting

The benefit of accounting for individual differences in research and analysis

Jon Pinnell
MarketVision Research 

Background Market Segmentation and Consumer Heterogeneity

Today's rampant product proliferation makes it hard to imagine that there once was a simpler time with few products and easier choices. However, the days of one product for all buyers has almost universally passed. In an effort to appeal to buyers and differentiate their products from competitors' products, manufacturers and service providers have developed more and more products, each different than existing products. This trend has existed for years in virtually every industry including healthcare.