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2. What is your organization's target market(s)?
The target markets are children up to 12 years of age, general practitioner or family practice, geriatrics and a specialty area of orthopedics given how many sports teams are in the area. Our clinic focuses on urgent care for orthopedic injuries as these are often time-sensitive in terms of the treatment needed. Our focus on measuring wait times and response times has aided our segmentation efforts as well and efforts to create a reputation for timely, excellent service. This is consistent with findings in the field of segmentation when studied from a customer experience and expectations standpoint (Ziv, Shanthikumar, George, Carmon, 1995).
3. How are your organization's services positioned to meet the demands of its target market (s)?
The infant children's services are positioned as being comprehensive enough to deal with prenatal through adolescent child heath, yet also in depth enough to deal with advanced children's health issues. This approach to a broad range of support...
The focus on orthopedics has led to contracts with local schools and universities, and the focus on timely treatment has also positioned the clinic to this specific target market. The third dominant set of customers is the geriatric. The unique needs of geriatric patients revolve around nutrition, specialized health checkups, and specialized programs for bone support and calcium treatments to supplement their diets (Marsh, 2010). The clinic has created ongoing programs to support this segment and regularly holds workshops free of charge for members of this market segment.
References
Don Marsh. (2010). Marketing to the Mature Marketplace. Marketing Health Services, 30(1), 12-17.
Carmon, Ziv, Shanthikumar, J George, & Carmon, Tali F. (1995). A psychological perspective on service segmentation models: The significance of accounting for consumers' perceptions of waiting and service. Management Science, 41(11), 1806.
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