MKTG3023 | Marketing | A Case Study on Hopkins Health Clinic

Research a local health care facility or organization that has chosen a niche market to target, and address the following:
Introduce the organization, and identify the overall population it serves.

Define a niche market and what makes it so. What is the niche market for this facility?

Explain the segmentation strategy implemented by this organization.

Explain how the organization adapts its marketing programs to address that target.

Do you feel that this approach is or has been effective? What tools did you use to make that decision?What would you have done differently?

Answer:

Introduction

Hopkins health clinic offers medical facilities including general physical, job-related medication, nutritional counseling, flu clinics, and diabetic testing. Attaining new product and dynamic technology into the market results in the organization to present new product portfolios to stand the diverse needs ("Multidisciplinary clinic at Johns Hopkins closes postdischarge gaps in care", 2017).

The organization’s advertising department in partnership with different sectors have discovered the significance of starting an advertising initiative to promote the new service. Invention of new health facilities of diversity play the role of targeting the travelling consumers who are highly susceptible to trends and fashion. Bringing in new facility to existing ones involves a practice which needs an in depth and well- organized approach (Badal, Theodoro & Dawkins, 2018). In case the process is performed incorrectly, the new service may not work, and the existing service will get a big coverage market. Nonetheless, if the process is carried out in the right manner, the new service will increase the market and raise the sale of the available service.

Niche market and what makes it so

Niche market refers to the subsection of the market to which a certain service is intensive. It describes the features of the product or service meant to meet particular market wants, production quality, price range, population intended to be impacted (Kang, Sang Duk, 2015). 

Hopkins health clinic which is an accessible medical place, uses social marketing strategies, display and digital pre-roll, airport, print, physician, outreach, and office advertising to raise its awareness to the public. The social marketing and search engine marketing frame an important part of the drive. Despite these tactics role of raising awareness of the organization as an accessible medical place, they are also a key objective since the sellers employ them in diverse areas of marketing promotion.

The segmentation strategy implemented

The target demographics for the organization are approximately at four million consumers .The target consumers live in Dallas city meaning that the market of this organization is concentrated in Dallas. There are no services to be provided to other cities in the early phases of the service introduction. Hopkins Health Clinic’s market is grouped into several segments (Farias & Graça, 2016).

The main three segments are used in the investigation of service promotion. The initial segment involves college students with the age of 18-43 years. These are individuals who are normally busy. They need an excellent command and appearance since the organization considers the group as its primary target.

How the organization adapts its marketing programs to address that target

The organization insists on top notch and outstanding consumer service to attract more consumers and keep present ones. It has a strategy of conducting the needed services to amaze and satisfy customers, thus, this will serve the purpose of maximizing the sales. The organization presently focusses on the production, supply, and assembling of commercial health services, and luxury health services of great quality at reasonable prices.

Conclusion

Hopkins health clinic has a policy of conducting what is relevant and satisfies the consumers, therefore, the brand targets users through all age, gender, and demographics. The notion is to introduce its facilities to the market in the best way possible.

References

Multidisciplinary clinic at Johns Hopkins closes postdischarge gaps in care. (2017). Pharmacy Today, 23(8), 8. doi: 10.1016/j.ptdy.2017.07.037

Badal, B., Theodoro, M., & Dawkins, R. (2018). Evaluating HPV Vaccination Rates at Johns Hopkins All Children's Hospital General Pediatrics Clinic. Journal Of Adolescent Health, 62(2), S88. doi: 10.1016/j.jadohealth.2017.11.177

Kang, Sang Duk. (2015). Is market definition always necessary in determining anticompetitive effect? - Focused on recent discussions about market definition and market power in the United States -. Korean Lawyers Association Journal, 64(1), 58-102. doi: 10.17007/klaj.2015.64.1.002

Farias, M., & Graça, D. (2016). Extended Clinic In The Family Health Strategy By Medical Students. International Journal Of Medical Science And Clinical Invention. doi: 10.18535/ijmsci/v3i4.11