Discussion Week 3/CAC Florida Medical Centers - Assignment Example

CAC FLORIDA MEDICAL CENTERS Lecturer: CAC FLORIDA MEDICAL CENTERS The decision by the Florida Medical Centers to find new segmentsis an important step to bring about expansion and growth. But the dream of expansion and growth can only be achieved if the company puts in place specific programs and policies that identify the right segments that will be used for the expansion agenda (Gröne and Garcia-Barbero, 2002). As far as the bases by which CAC might segment the South-Florida market are concerned, three variables will be suggested.

The first of this has to do with psychographics, which emphasizes on the thoughts and opinions of consumers about the center and its services. Understanding these psychographic data would ensure that the center undertakes marketing strategies that aim at correcting perceptions that are considered to be unhealthy for the growth of the company (Hernandez, 2000). The second basis is customer portfolio, which deals with the need to have specific knowledge about consumer behavior of customers and specific factors that influence purchases.

Lastly, the company has to be wary about health statistics of the market. This is because understanding the specific health demographics of the market will make it possible to know the specific health issues that need to be addressed on the market. The chart below presents an overview of existing health statistics of Florida, which indicates the health needs of the people.Source: America’s Health Rankings (2013).Within the new segment, the brand component of the marketing mix is expected to change towards a position that pays premium to the quality of service offered by the center.

To achieve the said quality, it will be recommended that when the center wants to expand, the center measures distribution instead of concentration. This is because using distribution will ensure wider coverage of consumer needs (Elzinga, 2005).ReferencesAmerica’s Health Rankings (2013). 2013 Florida Health Rankings. Accessed January 18, 2014 from http://www.americashealthrankings.org/flElzinga G. (2005). Vertical–horizontal synergy of the health workforce. Bulletin of the World Health Organization. 83(4), pp 241-320.

Gröne, O & Garcia-Barbero, M (2002): Trends in Integrated Care – Reflections on Conceptual Issues. Copenhagen: World Health Organization.Hernandez S. R. (2000). Horizontal and vertical healthcare integration: lessons learned from the United States. Health Pap; 1(2):59-66; discussion 104-7.