Marketing Segmentation Essay

market placeing rangeition unify Health C arMKT/571 professor KnabeAugust 26, 2013Marketing sectionalization United Health CargonAn integral part of a businesss grocery store strategy is merchandise place segmentation. Market Segmentation is that process of breaking subdue a large grocery store into sm all(a)er groups of consumers so that they can securities industry more efficiently. Whether you ar a consumer oriented order or a business oriented company you should use Market segmentation.DemographicsAs a health amends provider our market segmentation is based on query and academic literature. In the health perplexity industry we cover all(prenominal) serving served by our organization. Out fool markets are EmployersMembers-commercial group, individual, Medicare, and Medicaid Network PhysiciansBrokersAlthough the orientation of each depth psychology differs the all prevail the corresponding basal principles. Experience has led to the belief that the even up co nnections between the conceptual and analytical approaches to acquire segments and implementation strategies that clients has found useful for improve marketing efficiency and effectiveness. We lay d consume the same general approach to marketing as most health care insurance companies. We just add our own ideas and regurgitate a special twist on the presentation of our harvest-festival when it set abouts to our marketing strategy.Our pristine market segment is our members. The reason universe that they are the largest market segment of the quartet groups. They can be broken down into four groups as well. If we claim market our products in a agency that is charitable to the member not only do retain flow rate members but we to a fault attract new members. The process of market segmentation must be conducted with the magnate of an organization to address the resulting segments.GeographicWe imbibe a fairly large geographical area, with the most of our members being loc ated in the United States of America. We originated in the kingdom of calcium so most of member or in the Western United states. We meet besides migrated to the another(prenominal) sections of the US. We currently have a heavy people in southern states such as Texas, Florida, and Georgia. We withal have a heavy population in along the Eastern seaboard and Northern states such as Wisconsin. The way we market our product in those areas is done mailers, magazine ads, television ads and some m radio.PsychographicsOur members come from all walks of life. When developing plans we aim to cut them to the different types of member we serve. Many of our members are travelers so we offer a make headway that covers them from state to state and internationally as well. This clear is very attr spry to the members with active lifestyles. We also serve a elevated elderly population. We tend to offer bene pop offs that would be appealing to the aging population that legion(predicate) ot her insurance plans have that to offer. In 2011 we began crack a earshot aid benefit to our member.At this time no other company is offering this benefit, we have enrolled many new members because of this. interview aids are very pricey and the fact that we offer them at a discounted rate keeps our member and draws new members to us. We also offer a gym rank that caters to senior citizens, this is tends to draw members that like to pinch fit and it enables them to do it at their own pace. We also offer products that are inexpensive to individuals that dont have insurance offered to them by their employers.BehavioralWe offer plans for all ranges of incomes. Members with higher incomes tend to bribe the plans that offer the premium benefits. Those with lower incomes tend to purchase plans with that meets the basic needs just to have some coverage. Our Medicaid members tend to have the basic needs met because it is basically a state funded program. When designing plans and choo sing benefits, we have to consider the target market and user behavior. We design plans for members that go to the doctors frequently as well as for members that only go to the doctor for blockading care only. When designing these plans we also have to make cost sacramental manduction arrangements with employer and debate premiums being that they will also be contributing to the cost of the insurance for their employees. noncurrent behaviors such as history of switching, current health plan and carry, current benefit design, monthly premium and cost sharing arrangement with employees.Product Positioning argument exists in just about every market, especially in niche markets. Its our job to position our products and services for fit each particular segment. Product positions may be defined by chat such as advertising kinda than the differences between the products. The objective is to expand active products and continuously adjust them to our ever ever-changing demographic. W hen doing so we make sure we respect certain criteria for all potential segments remunerative size- profit potentialaccessibility- segment must be accessible through advertizement and other promotional tactics self-containment- product launched should not take demand from other products offered marketing mix response- segment should be responsive to marketing and promotion efforts If all of these criteria are met there is a colossal chance of have a flourishing and profitable business.ReferencesDriving Consumer Insight with the market SegmentationBakken, David G.Examples of Marketing SegmentationKolemuller, Neil uncertain Selection for Health Insurance Market Segmentation