Case Studies in Niche Marketing: Real-World Ways to Reach Key Customer Groups
Distinguish yourself as the provider of choice among your target audience
Though the need for healthcare might be universal, the population your facility serves is not. A one-size-fits-all approach to marketing won't work. You need to be focused in your efforts, know your target demographic, send a clear message, and distinguish yourself as the provider of choice among your target audiences. Each chapter of Case Studies in Niche Marketing: Real-World Ways to Reach Key Customer Groups is written by an expert in each of these important niche markets and covers:
- The rationale for targeting the niche
- A description of the niche's buying patterns
- Details on the marketing medium most effective for each niche
- Descriptions of what marketing messages work best for each niche
- Case studies and examples of successful niche marketing efforts
- Market research and studies
Targeted information for effective marketing
Case Studies in Niche Marketing brings together marketers from all areas of expertise to explore the segments and sub-segments most sought-after by healthcare organizations, and looks at them from both a mission-fulfillment and financial bottom-line perspective.
Niche markets covered in this book:
- Multicultural audiences
- Immigrant populations
- Baby boomers
- Women boomers
- Younger generations
- Affluent patients
- Underinsured and uninsured patients
Who will benefit from this book?
Healthcare marketing professionals responsible for market segmentation, including:
- VPs of marketing, communications, and public relations
- Chief marketing officers
- Marketing directors
- Communications directors
- Marketing managers
A comprehensive resource for every healthcare marketing team
Case Studies in Niche Marketing: Real-World Ways to Reach Key Customer Groups is filled with specific market information, case studies from real organizations, and practical, actionable advice to help you market to segments more effectively.
Meet our authors
Anthony Cirillo, President, Fast Forward Strategic Planning and Marketing Consulting, LLC, Huntersville, NC
Scott MacStravic, Principal Consultant, Durable Value Marketing, Port Ludlow, WA
Gail Martin, President, DreamSpinner Communications, Charlotte, NC
Barbara Bellman, President and Founder, 3 Legged Stool, Washington, DC
Michael Soon Lee, President, EthnoConnect, Dublin, CA
Daria Blackwell, Director of Multicultural Communications, Sudler & Hennessey, New York, NY
Joel English, Executive Vice President, bvk, Milwaukee, WI
Rob Rosenberg, Owner, Springboard Brand & Creative Strategy, Arlington Heights, IL Order your copy today
Focused marketing efforts save money, provide measurable results, and generate revenue. Case Studies in Niche Marketing is an indispensable resource and guide as you launch your next marketing campaign or review and refine your current efforts. Order your copy today!
If for any reason Case Studies in Niche Marketing does not meet your needs, return it within 30 days and you will receive a prompt, polite, 100% refund—no questions asked. We guarantee it!
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