According to the latest policies in the public healthcare systems, consistent with a pro-active approach able to provide differentiated services specific for different healthcare needs, this study proposes a segmentation analysis of outpatient services’ users. In the first part the research question, the international literature review and the setting description are presented. In the second part, through a 3461 outpatient services’ users survey, 4 segments are identified by a factor analysis and a cluster analysis: the "modest ones", the "conscious and sustained ones", the "experts" and the "evolved ones". Segments’ characteristics are then discussed and managerial implications outlined.
Keywords: Segmentation, Public health, Healthcare marketing, Outpatient health services, Factor analysis, Cluster analysis