A Marketing Approach for Public Healthcare Systems

Author/s Alessandro Mengoni, Anna Maria Murante, Sabina Nuti, Paolo Tedeschi
Publishing Year 2010 Issue 2010/1
Language Italian Pages 21 P. 119-139 File size 932 KB
DOI 10.3280/MC2010-001009
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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

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  • Retraction Note: Profiling the different needs and expectations of patients for population-based medicine: a case study using segmentation analysis Federico Lega, Alessandro Mengoni, in BMC Health Services Research 180/2013
    DOI: 10.1186/1472-6963-13-180

Alessandro Mengoni, Anna Maria Murante, Sabina Nuti, Paolo Tedeschi, Segmentazione e marketing per la sanità pubblica in "MERCATI E COMPETITIVITÀ" 1/2010, pp 119-139, DOI: 10.3280/MC2010-001009