Back

Improving healthcare marketing through market segmentation and targeting

Date of publication: February 23, 2003

Catalogue: ESOMAR Global Healthcare Conference 2003

Company:

Author: Jon Pinnell

Abstract:

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

Author

This is a long description of some author details.

Research Papers

Renewing market segmentation

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Steve Cohen, Paul Markowitz

 

September 22, 2002

×

Citation

Cohen and Markowitz (2002a, September 22). Renewing market segmentation . ANA - ESOMAR. Retrieved November 29, 2023, from


https://ana.esomar.org/documents/renewing-market-segmentation-


Research Papers

Measuring preference for product benefits across countries

Catalogue: Latin America 2003

Authors: Leopoldo Neira, Steve Cohen

Company: SurveyHealthcareGlobus

May 4, 2003

×

Citation

Neira and Cohen (2003a, May 04). Measuring preference for product benefits across countries . ANA - ESOMAR. Retrieved November 29, 2023, from


https://ana.esomar.org/documents/measuring-preference-for-product-benefits-across-countries-


Research Papers

The media-product survey is not a panacea!

Catalogue: ESOMAR/WAPOR Congress 1969

Author: Marcel Marc

 

June 15, 1969

×

Citation

Marc, M. (1969a, June 15). The media-product survey is not a panacea!. ANA - ESOMAR. Retrieved November 29, 2023, from


https://ana.esomar.org/documents/the-media-product-survey-is-not-a-panacea-


  • PDF
  • This could also be of interest
Fad and progress in motivation research Authors: Herta Herzog
Methodological considerations regarding marketing research for consumer durable goods Authors: Leif Holbaek-Hanssen
Service after sale and studies of market for business Authors: Archibald Maddock Crossley
Some comments on the use of 3D and strip film Authors: Henry Charles Briant
The "steps-and-parts" model for polling Authors: Stuart Carter Dodd, Chahin Turabian
What are durable and capital goods? Authors: N. H. Pearson
Consumers economic expectations and intentions as revealed by sample surveys Authors: Henry Durant
Economic forecasts with special reference to field studies Authors: Jan van Rees
Market research for petroleum products in the automotive field Authors: D. Leerentveld
Research and decision Authors: H. S. Rich, J. S. Smith
×

Citation

Pinnell, J. (2003a, February 23). Improving healthcare marketing through market segmentation and targeting . ANA - ESOMAR. Retrieved November 29, 2023, from


https://ana.esomar.org/documents/the-media-product-survey-is-not-a-panacea-