Marketing Research and Segmentation Problem - Essay Example

The hospital provides services in Ambulatory Surgery, Angiography, Cancer care, Bariatric surgery and non-interventional weight loss, Clinics, Cardio vascular diagnostics, Cardiac Surgery, Laboratory, Dialysis, Gastroenterology and pulmonary Diagnostics, Muscular Dystrophy, Neuroscience, Outpatient infusion, Physical therapy rehabilitation, Pulmonary testing, Radiation oncology, Radiology, Stroke centre, Surgery Women’s health , Sleep lab, Stroke centre, Mental health Pediatric care. The hospital has been operating for the last 50 years and is trusted by the residents of Trenton for its surgery services, Pediatric care, its laboratory services, Physical therapy, and Cardio services.

However, the hospital is yet to have a steady flow of residents for their overall women’s health program Sleep lab, Bariatric surgery and non-interventional weight loss programs. The hospital needs to create awareness and reiterate the importance of these necessary units and hence needs to focus on the female population working population and residents suffering from obesity. The role of the marketing executive is to identify the segments that need attention in these areas, create awareness, and educate the need of consultation and regular check ups for these issues.

Another major task of the executive would be to highlight the excellence of the hospital in these areas drawing special attention to its team of doctors and therapists who handle this facility. A strategic approach to market segmentation originates from the identification of the health needs of this population. We need to analyze further and gather data on the behavioral sciences of the population and the prevalent lifestyle in the area. This will help us to identify the Maslow’s grid of Physiological needs, safety needs, Social Needs, Prestige needs and Self-actualization needs.

The black race dominates the Trenton population, with a median age of 36.7. Besides the