Market Segmentation in Health Care Organizations

Over the last half-century, the health care industry has demonstrated significant movement toward segmentation. This segmentation of the health care industry has roots in marketing management and has created health care organizations based around both organizational types and target market populations. Organizational types may be determined by a variety of factors and include institutions such as specialty hospitals and urgent care clinics. Target populations may be determined by behavior, age, medical condition or other factors. In this assignment, you will analyze the role of marketing and segmentation in creating and changing a particular type of health care organization.

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General Requirements:

Use the following information to ensure successful completion of the assignment:

• This assignment uses a rubric. Please review the rubric prior to beginning the assignment to become familiar with the expectations for successful completion.
• Doctoral learners are required to use APA style for their writing assignments. The APA Style Guide is located in the Student Success Center.
• Refer to Chapters 2-4 of the Publication Manual of the American Psychological Association (6th ed.) for specific guidelines related to doctoral level writing. These chapters contain essential information on manuscript structure and content, clear and concise writing, and academic grammar and usage.
• This assignment requires that at least two additional scholarly research sources related to this topic, and at least one in-text citation from each source be included.

Directions:
Write a paper of 1,000-1,250 words that analyzes the role of marketing and segmentation in creating and changing a particular type of health care organization. Include the following in your paper:

1. A clear identification and explanation of the type of health care organization and its target population.
2. An analysis of how marketing and segmentation in the health care industry have been determining factors in the creation of this type of organization.
3. An analysis of how this type of organization has changed under the continued influence of marketing and segmentation in the health care industry.