Marketing Research and Segmentation Problem
Jennifer Lapponese
HCS/539
August 20, 2012
Andrea Linder

Marketing Research and Segmentation Problem
Lifestyle Analysis
The Children's Hospital at Montefiore (CHAM) is one of the nation's top-ranked pediatric hospitals, committed to providing care that transforms the health of children. The Children’s Hospital at Montefiore serves an inner-city population for primary care. By combining supreme clinical expertise, cutting-edge technology and outstanding medical education, In addition to exceptional health care, CHAM offers many non-clinical services to complement medical treatments and comfort for children and families of the Bronx and surrounding areas during their stay. These supportive services are highly dependent on charitable donations from caring donors.
The dynamic nature of the health care industry requires diligent consideration to the preferences and opinions of the consumer. In an effort to provide a health service driven by consumer preferences, marketing research must occur. Marketing research gathers and studies the complex needs and concerns of the consumer to develop a strategy that meets the demands of the consumer. Research might predict demand and increase market share in a time when a marketing dollars need to have high impact on the audience. One way to narrow the market is through market segmentation. Market segmentation allows organizations to target consumers who will value a particular service based on common characteristics. According to (Berkowitz, 2006) ”Market segmentation is the process of grouping into clusters consumers who have similar wants or needs to which an organization can respond by tailoring one or more elements of the marketing mix.”
Segment the Market Ethnicity is the first way to segment the market at CHaM. According to the Census 42.1% of people living in the