Bethesda Hospital recently has developed an occupational medicine program. It wa
ID: 361148 • Letter: B
Question
Bethesda Hospital recently has developed an occupational medicine program. It wants to target employers in the Baltimore metropolitan area. The director of the program has a range of services within this program including toxicology assessment, education around issues such as preventing back injuries and stress management, and providing medical treatment at factories, should it be desired. Suggest three alternative ways the customer base for this new service could be segmented, and indicate how each base of segmentation would result in a change in the marketing mix.
Explanation / Answer
One segmentation could be based on the type of labor the workers do on their place of work, for example Factory workers, office workers, drivers, security workers. Base don what they do the Bethesda hospital could offer the correct program because the health problems are usually different from a Factory worker compared with an office worker.
Another segmentation could be based on the number of employees the Company has, Bethesda Hospital could create ranges and make special discounts when its a large volume of people.
Segmentation based on the prices of the program, the hospital can offer different packages for the employers of the Baltimore metropolitan area offering them most of their services adjusting prices to their needs, the hospital understand that one size does not fit all and wants
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