Target marketing strategies for occupational therapy entrepreneurs.
Understanding marketing techniques is one of the skills needed by successful entre renews. Target marketing is an effective method for occupational therapy entrepreneurs to use in determining when and where to enter the marketplace. The two components of target marketing, market segmentation and the development of marketing mix strategies for each identified market segment, are described. The Profife of Attitudes Toward Health Care (PATH) method of psychographic market segmentation of health care consumers is presented. Occupational therapy marketing mix strategies for each PATH consumer group are delineated and compatible groupings of market segments are suggested.
Professor Emeritus, Dept of Occupational Therapy, Eastern Kentucky University, Richmond, KY, otskautz@acs.eku.edu.
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Navarro