Direct-to-consumer (DTC) advertising of prescription drugs can enhance the physician-patient relationship, as well as benefiting its sponsor. However, overall benefits can only occur if the patients value the informat...
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With a growing elderly population, there is little argument that the healthcare system in the United States must understand the needs and wants of its elderly consumers. This is especially important in a rural communi...
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What is your company's customer retention rate? How many customers are price defectors? Have you identified barriers that prevent customers from switching to a competitor? In this article, the author outlines a ga...
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Multidimensional scaling is widely used in marketing research to characterize the perceived relationships among a set of consumer products. The technique is also well suited to study a number of isses that are of inte...
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Major corporations are emphasizing the importance of evaluating marketing and public relations functions more and more these days. However, while companies do report using various evaluation tools, they do not report ...
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This article compares the marketing approach of private business to the mental health planning process as it relates to needs assessment. It is the authors' assumption that the future of mental health programs wil...
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Objective: This paper presents a model to assist the health promotion practitioner systematically compare and select what might be appropriate target groups when there are a number of segments competing for attention ...
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Objective: This paper presents a model to assist the health promotion practitioner systematically compare and select what might be appropriate target groups when there are a number of segments competing for attention and resources. Method: TARPARE assesses previously identified segments on the following criteria: T: The Total number of persons in the segment;AR: The proportion of At Risk persons in the segment;P: The Persuasibility of the target audience;A: The Accessibility of the target audience;R: Resources required to meet the needs of the target audience;and E: Equity, social justice considerations. The assessment can be applied qualitatively or can be applied such that scores can be assigned to each segment. Two examples are presented. Conclusions: TARPARE is a useful and flexible model for understanding the various segments in a population of interest and for assessing the potential viability of interventions directed at each segment. The model is particularly useful when there is a need to prioritise segments in terms of available budgets. Implications: The model provides a disciplined approach to target selection and forces consideration of what weights should be applied to the different criteria, and how these might vary for different issues or for different objectives. TARPARE also assesses segments in terms of an overall likelihood of optimal impact for each segment. Targeting high scoring segments is likely to lead to greater program success than targeting low scoring segments.
The seven Ps of service management include some nontraditional ingredients to help formulate marketing strategy. Two examples illustrate how competitive advantage can be won or lost based on applying or ignoring the s...
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