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Richard Hamer Profile and Articles
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1). Seven Ways to Use Market Segmentation at a Health Plan
Implementing marketing segmentation is never a slam dunk and health plans have more difficulty than other firms because of their regulatory environment. But the pattern of decisions is simple when they are broken into steps.
First, market segmentation research is needed to identify and define market segments. This process is fairly involved and is described elsewhere.
2). Secrets of Market Segmentation in a Nutshell
Market segments consist of groups of people or organizations that are similar in terms of how they respond to a particular marketing mix or in other ways that are meaningful for marketing planning purposes.
The entire field of market segmentation is based on this idea, that consumers have differing needs. They will find value in different products.
3). Why is Reverse Segmentation So Sexy?
The sex appeal of great market research data often fades after it's presentation because companies don't know what to do with it.
The central issue is linking your new and terribly interesting research to your own customer and prospect data. Fortunately there are straightforward ways to get to market segmentation and break the pattern of mass marketing that leads many companies to “also ran” status.
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