Sample Question • Distinguish between the different types of market areas and explain how it applies to healthcare. Slide 12
DELINEATING GEOGRAPHICAL MARKETS Topic Two Slide 13
DELINEATING GEOGRAPHICAL MARKETS • Delineating geographic market areas • The first step in developing an understanding of the market to be served involves the description of the current market area for the healthcare organisation. Various methods may be used to specify the market area depending on the type of organisation. • Thus, marketers use different methods in defining or delineating a geographical market. The following slides explain some of the methods that are used. Slide 14
DELINEATING GEOGRAPHICAL MARKETS • Delineating Geographic Market Areas • Data Analysis • This is one of the methods used to define or delineate geographical markets. A healthcare organisation would usually use internal data gathered on patients and their places of residence to assist in defining their markets. • As a general rule, if a pre-specified percentage of admissions of about 75-80 patients are drawn from a particular geographical area, that geographical area becomes the core market area of that particular healthcare facility. Slide 15
DELINEATING GEOGRAPHICAL MARKETS • Data Analysis • Markets could also be described in terms of primary, secondary or tertiary market areas. • A primary market area is determined by having about 60% of patients coming from that area. A secondary market accounts for 25% and a tertiary market accounts for 15% of patients. • Classifying markets using data of the organisation helps in developing a more refined view of its overall market and assists the marketer in crafting appropriate campaigns to address the needs of the various geographical markets identified. Slide 16
DELINEATING GEOGRAPHICAL MARKETS • Data Analysis • Using the data analysis approach to map out market areas is based on the assumption that all the patients come from their residences when they seek care. Whilst this may be mostly true, the analysis must cater for referrals from other facilities. • An advantage of making market boundary delineation routine is because it facilitates periodic assessment of boundary changes. Slide 17
DELINEATING GEOGRAPHICAL MARKETS • Redefined Markets • Sometimes, an existing market of a healthcare facility may need to be redefined. Some reasons account for this. A market may be redefined for the following reasons: • The existing market may not be in keeping with the objectives of the organisation or there is need to review the objectives of the market. A healthcare facility may initially be set up to provide general care to a specific geographical area. • However, upon assessment of the needs of that area, there may be the need to change to the provision of specialized care because of the needs of that particular area. The initial objective of the healthcare facility of providing general services may change to the provision of specialized service to its customers in a particular geographical area.
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- Fall '18
- DR MAAME ADWOA GYEKYE JANDO