An exploration of the applicability of situational segmentation in the health care market: Development of a situational taxonomy

Kenneth C. Gehrt, Mary Beth Pinto

Research output: Contribution to journalArticle

3 Scopus citations

Abstract

Competition in the health care market has intensified in recent years. Health care providers are increasingly adopting innovative marketing techniques to secure their positions in the marketplace. This paper examines an innovative marketing technique, situational segmentation, and assesses its applicability to the health care market. Situational segmentation has proven useful in many consumer goods markets but has received little attention in the context of health care marketing. A two-stage research process is used to develop a taxonomy of situational factors pertinent to health care choice. In stage one, focus group interviews are used to gather information which is instrumental to questionnaire development. In stage two, the responses of 151 subjects to a 51 item questionnaire are factor analyzed. The results demonstrate that situational segmentation is a viable strategy in the health care market.

Original languageEnglish (US)
Pages (from-to)115-130
Number of pages16
JournalHealth Marketing Quarterly
Volume7
Issue number1-2
DOIs
StatePublished - Jan 1 1990

All Science Journal Classification (ASJC) codes

  • Marketing
  • Health Professions(all)

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