A model for understanding benefit segmentation in preventive health care.
The marketing of traditional health care services, such as hospital and physician services, has matured with the integration of research from the medical sociology discipline and the marketing literature. In this article, we present a model to illustrate how an understanding of predispositions to health care behavior, integrated with benefit segmentation analysis, can contribute to more focused and effective marketing strategies for health-related products and services.
John
J
J
Bentley College, Waltham, MA.
Miaoulis
G
G
D001294:Attitude to Health; D003430:Cross-Sectional Studies; D005260:Female; D015438:Health Behavior; D006301:Health Services Needs and Demand; D006801:Humans; D007407:Interviews as Topic; D008297:Male; D008389:Marketing of Health Services / Q000379:methods* / Q000592:standards; D008960:Models, Psychological; D010342:Patient Acceptance of Health Care; D010551:Personality; D011314:Preventive Health Services / Q000592:standards*; D012962:Sociology, Medical