Example of Segmentation and Targeting for a Rural Hospital during an Event

BACKGROUND

SEESHA Karunya community hospital is a 45 bed facility at Karunyanagar inside the Karunya University campus. Thanks to the relationship with the University in addition to providing first aid and healthcare to the staff, students and nearby community, the hospital also has many innovative products and services. For instance the hospital specializes in low-cost gas-less laparoscopic surgeries, in low-cost vacuum therapy for diabetic wounds and many other low-cost and non-invasive methods that help the hospital.

More than 10,000 people come to participate in the graduation day programs and the associated programs. SEESHA provided would have a counter at the program to explain about the hospital and the various social service activities they offer [1]. The previous experience resulted in no significant contribution to the medical services but the donations to the other activities were about 10,000.

This time the principle of Segmentation and Targeting was used for the promotional program.

THE OBJECTIVES

This time it was decided to promote three activities of the hospital:

  1. SINGLE INCISION GAS-LESS LAPAROSCOPIC SURGERIES
  2. LOW-COST VACUUM THERAPY FOR NON-HEALING WOUNDS
  3. SUBSIDIZED MASTER HEALTH CHECK UP

The objective was to target the right persons by attracting them to the SEESHA counter and presenting to them the details and to find out if this method results in better utilization of the hospital services.

THE NEED FOR SEGMENTATION

In business the customers are heterogeneous in terms of their needs, preferences, etc and hence appealing to all, might end up appealing to no one. Hence it is important to find out relatively homogenous groups to appeal to.

THE TARGET POPULATION AND IDENTIFICATION

From the objectives the target groups are the following:

  1. Patients needing surgical procedures especially laparoscopic surgeries
  2. Diabetics and those with ulcers of infections in the feet
  3. Population who are interested in Master health check-ups.

The above target groups met the criteria for a good segmentation. The following are the criteria we looked for:

  • Large group
  • Identifiable
  • Distinctive
  • Stable

The next step is how to identify them. During the brainstorming session it was decided that volunteers would be available at the various entry points and each of them will look for specific characteristics.
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