DaVita - Kidney Healthcare 1 Healthcare Practice Management...

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Kidney Healthcare 1 Healthcare Practice Management: DaVita Kidney Healthcare Inc. Flavia Tejeda American InterContinental University Sandra Masten July 31, 2016
Kidney Healthcare 2 Abstract Healthcare marketing has enabled providers to offer services that meet the consumer’s needs in a convenient way and at a low cost. Healthcare marketers conduct surveys to determine which products or services and facilities are most suitable for the public. A market sector such as the healthcare industry has many different market segments which grab consumers based on their age, gender and income. Healthcare has become an industry where niche strategy is used to segment a highly defined set of needs for the consumer. This paper will discuss the market sector of DaVita healthcare clinics, its leadership issue within and ethical and legal issues surrounding the organization.
Kidney Healthcare 3 DaVita Healthcare An issue that many health organizations have to face is deciding which consumers to attract to buy its services or products. Healthcare organizations such as hospitals and HMOs use mass marketing to approach the largest number of people. Companies have to decide whether to target everyone, one market or multiple segments. Mass marketing can leave a group of consumers vulnerable to completion because it can attract them more closely by tailoring their needs[Eri112]. This is why many healthcare organizations use a market segmentation strategy essentially assembling into sets customers who have the same needs that an organization can deliver. Concentration strategy or Niche strategy is targeting one section of the market, by focusing on just one market section, the organization has to be able to tailor it strategy to solidify its position in the marketplace[Eri112]. A good market needs to be easily profiled and identifiable. Take for instance DaVita Healthcare Partners, it is one if the leading dialysis treatment providers in the United States[DaV16]. It provides care for patients undergoing pain from end-stage renal disease (ESRD) or chronic Kidney failure. DaVita offers outpatient and inpatient dialysis services across the U.S as well as home based dialysis helping roughly 180,000 patients[DaV16]. DaVita is known for its unique niche strategy of treating patients with ESRD or chronic kidney failure. It has specialized the needs of patients who require dialysis treatment by improving a patient’s quality of life through innovating medical care[DaV16]. Additionally, they offer combined medical care plans, modified care teams and suitable health management services[DaV16]. DaVita’s market is based on usage segmentation of its services and brand

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