Did SBH Research The Needs Of Its Audience Prior To Developing A Marketing Strategy?
To what extent did SBH research the needs of its audience prior to developing a marketing strategy?
SBH was not very efficient in the research of their target audience and their needs. The advert was targeted at the general public which has been proven to be rarely effective. Individual consumers fall into different categories, each with specific needs.
In healthcare, marketers implement market segmentation to better understand the unique traits of healthcare customers and the healthcare delivery environment as a whole. (Richard K, 2015. P.143) With the use of Market research, the hospital would understand more about the needs, desires, expectations and spending habits of different groups of potential customers. This would help them to identify customer segments that are likely to patronize the hospital and the kind of marketing and sales activities they will respond to. Some customers could react better to online advertisement or fliers, rather than the television commercials. In healthcare consumers are often segmented by demographic, geographic, Psychographic and Health risk segmentation
Does it appear that SBH has an overall marketing plan?
It appears that SBH had an …show more content…
Most healthcare consumers do not experience the healthcare system until they have a need for services. They also have limited knowledge regarding the services they are to receive. Therefore, when consumers evaluate services they receive, they form their opinions through their experience and observations such customer service, the cleanliness of the facility and the ease and effectiveness of the service. Focusing on the service provided will build reputation as would lead to recommendations. Focusing on just the image would not have the same effect. However developing a good reputation increases customer base which will have a positive effect on the organization’s corporate
SBH was not very efficient in the research of their target audience and their needs. The advert was targeted at the general public which has been proven to be rarely effective. Individual consumers fall into different categories, each with specific needs.
In healthcare, marketers implement market segmentation to better understand the unique traits of healthcare customers and the healthcare delivery environment as a whole. (Richard K, 2015. P.143) With the use of Market research, the hospital would understand more about the needs, desires, expectations and spending habits of different groups of potential customers. This would help them to identify customer segments that are likely to patronize the hospital and the kind of marketing and sales activities they will respond to. Some customers could react better to online advertisement or fliers, rather than the television commercials. In healthcare consumers are often segmented by demographic, geographic, Psychographic and Health risk segmentation
Does it appear that SBH has an overall marketing plan?
It appears that SBH had an …show more content…
Most healthcare consumers do not experience the healthcare system until they have a need for services. They also have limited knowledge regarding the services they are to receive. Therefore, when consumers evaluate services they receive, they form their opinions through their experience and observations such customer service, the cleanliness of the facility and the ease and effectiveness of the service. Focusing on the service provided will build reputation as would lead to recommendations. Focusing on just the image would not have the same effect. However developing a good reputation increases customer base which will have a positive effect on the organization’s corporate