Case Studies in Niche Marketing : Real-World Ways to Reach Key Customer Groups

by Hcpro Inc.

• ISBN13: 9781601462664
• ISBN10: 1601462662
• Edition: 1st
• Format: Paperback
• Copyright: 2008-09-01
• Publisher: Hcpro Inc

Summary

Although the need for healthcare might be universal, the population your facility serves is not. A one-size-fits-all approach to marketing won't work. You need to be focused in your efforts, know your target demographic, send a clear message, and distinguish yourself as the provider of choice among your target audience.

Table of Contents

About the authors	p. vii
Introduction	p. xiii
Marketing to women	p. 1
Understanding women	p. 1
Talking to women	p. 4
Listening to women	p. 5
Delivering the promise	p. 6
The many influences on women	p. 7
One size does not fit all	p. 15
Techniques that get results	p. 16
Summary	p. 23
Marketing to baby boomers	p. 25
Who are the boomers?	p. 26
Which boomer group should you target?	p. 27
Myths about boomers	p. 29
The truth about boomers	p. 32
Boomers and healthcare	p. 33
Wellness as a business strategy	p. 34
Issues to address before care delivery	p. 36
Strategic paths to attract boomers	p. 39
The right message	p. 42
The right medium	p. 46
Case study: A strategic focus on boomers	p. 48
Summary	p. 52
Marketing to boomer women	p. 55
A niche within a niche	p. 55
Smart and self-assured	p. 56
Independent-minded	p. 58
Information-driven	p. 59
Distrustful of marketers	p. 59
Summary	p. 60
Marketing to ethnic groups	p. 61
A complex blend of audiences	p. 61
The business case for marketing to an ethnic segment	p. 64
Environment, behavior, and social customs	p. 66
The role of acculturation	p. 68
The immigrant experience: A personal account	p. 69
The right medium	p. 72
The right message	p. 74
Segmentation in positioning	p. 75
Case studies: Targeted marketing efforts	p. 77
Summary	p. 79
Marketing to multicultural audiences	p. 81
A growth opportunity for healthcare	p. 81
Challenges of marketing to a multicultural audience	p. 82
The role of acculturation	p. 84
The ROI of multicultural marketing	p. 86
Building cultural competence	p. 87
Multicultural market research	p. 88
The right message	p. 89
The right medium	p. 95
Community marketing	p. 99
Word-of-mouth among multicultural groups	p. 102
Case study: Educating your audience	p. 103
Summary	p. 105
Marketing to the affluent and the uninsured	p. 107
Dual-purpose models reach both audiences	p. 107
VIP accommodations and programs	p. 108
Outreach preventive programs for uninsured populations	p. 109
Concierge medical practices	p. 109
Case studies: Models for the affluent and the uninsured	p. 112
Affluent and uninsured market research	p. 113
Marketing services to the affluent and uninsured	p. 117
Summary	p. 121
Marketing to millennials	p. 123
A youthful view of healthcare	p. 124
The right medium	p. 125
The right message	p. 127
Case study: Appealing to the 'young invincibles'	p. 128
Case study: Social media marketing	p. 138
Summary	p. 141
Marketing to men	p. 143
The other 'me generation'	p. 143
Times have changed-haven't they?	p. 145
Men stand alone	p. 148
Understanding the male market	p. 150
Men love the V words	p. 151
The right medium	p. 154
New ways to reach men	p. 154
Too many channels	p. 156
The right message	p. 157
Summary	p. 158
Table of Contents provided by Ingram. All Rights Reserved.