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Business Administration

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University

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The Choice of Target Market

According to Tableau, a visualization software organization, more tremendous success of

a company product results mainly from identifying the right target customers from a broad

geographical market. Rationally, healthcare facilities are one sector that must plan and establish

an appropriate target audience for the provision of its services by considering its geographical

location, availability of patients, strengthening clients relationship, and upholding good

communication skills (Stanford GSB, 2018). Based on the Tableau case analysis, exploring the

feasibility of services offered by healthcare providers with different target customers is the initial

step in identifying the suitable and relevant market for the facility. Further, the care providers

must review two primary considerations before choosing the relevant market: whether the clients

will accept and appreciate the services provided and if they will be willing to pay for the services

or products offered (Oztekin, 2018).

The primary target market for consideration of healthcare providers includes the patients,

family members, and society at large. Essentially, the main objective of the healthcare unit is to

provide quality care and treatment to patients from all geographical and demographic setups

(Elrod & Fortenberry, 2018). Therefore, the ideal target includes patients who seek continuous

treatment, engagement, and consultation from the facility to monitor their health standards in

general (Stanford GSB, 2018). Identifying the target market for the facility will first need to

consider the total addressable market, which is the maximum capacity that the facility upholds.

Also, reaching out to the audience and obtaining a higher level of customer overview requires

continuous consultation from web analytics and social media sites where the dashboards locate

all relevant data of a target patient (Oztekin, 2018).

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Knowledgeable healthcare physicians are also a significant target market in the hospital

unit. According to Elrod & Fortenberry (2018), having skilled doctors and hospital staff will not

only provide quality care but also attract and retain customers due to the excellent performance

in treatment and monitoring of patient's recovery journey. Knowledgeable care providers

establish recognizable and robust brands that promote awareness of the quality of services

provided in the hospital. Specifically, the target market is convinced to trust the facility with

their health journey due to the unique nature of care provision (Oztekin, 2018). Another potential

target market for the healthcare facility includes the media property for advertisement and

marketing practices. In establishing a solid client base, the media plays a significant role in

creating awareness of health facilities while building a positive reputation that attracts more

clients within the target location.

The facility further acknowledges the middle-class and vulnerable community individuals with

chronic illness and disabilities as the primary target for healthcare provision. In the healthcare

setting, numerous medical insurance covers the treatment and diagnosis bills of the

disadvantaged and older adults who cannot afford the cost of treatment (Oztekin, 2018).

Therefore, targeting such individuals attracts higher insurance coverage from the government,

aiming to boost the facility's overall structure and success. Research also states that having

pharmaceutical researchers and medical counselors in the healthcare unit contributes to speedy

recovery due to exemplary counseling services provided will the latest innovations in drugs and

therapies (Stanford GSB, 2018). Based on studies, 34% of adults between 18- 40 years suffer

from diagnosable mental health issues and generalized anxiety disorder annually in the United

States (Elrod & Fortenberry, 2018). The higher increase in these challenges requires a higher
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target for the young population to obtain urgent treatment and appropriate therapy sessions for

mental, social, and physical stability.

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References

Stanford Graduate School of Business. (2018). TABLEAU: THE CREATION OF TABLEAU

PUBLIC. CASE: E-632.

Elrod, J. K., & Fortenberry, J. L. (2018). Target marketing in the health services industry: the

value of journeying off the beaten path. BMC health services research, 18(3), 17-21.

Oztekin, A. (2018). Creating a marketing strategy in healthcare industry: a holistic data analytic

approach. Annals of Operations Research, 270(1), 361-382.