Improving healthcare marketing through market segmentation and targeting

Date of publication: February 23, 2003


Author: Jon Pinnell


This paper demonstrates how accounting for respondent heterogeneity can improve marketing effectiveness in the healthcare sector. Three specific techniques, Latent Class Analysis, Hierarchical Bayesian Regression, and Decision Trees, are presented. Each is illustrated with empirical results of their application for customer retention, product development, and customer target acquisition.

Jon Pinnell


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