Target Marketing Health Care

When the issue of target marketing arises comes up in health care, it is important to address the ethical or moral component that is an obvious concern of many practitioners.
Does deciding upon a target market imply denying care to those who need it? Some who take more literally the motto, "No patient in need being refused care," may think it does.
Specification of a target market, by itself, does not imply denying care. In reality, physicians have taken an oath to treat those who need their services.
The issue of specifying a target market speaks more to ensuring the efficient use of resources by a practice or a program to meet that need, whatever it may be.
Having a succinct marketing strategy forces the orthopedic group to decide
The right needs
In essence, targeted marketing makes orthopedic practices be selective about who they attract, but it also enables them to truly help those who need their particular services most.
Another benefit: This approach helps groups better target their promotional and marketing efforts right at the patients and referral sources they want to treat, which is essential. Because what undoubtedly turns off many physicians to this concept of medical practice marketing is what is seen in most metro markets today in terms of health care advertising by hospitals: large catchy advertisements on billboards by the highways or on transit boards on the sides of buses.
From a marketing strategy perspective, the question that must be asked about such campaigns is: Who are these advertisements dollars trying to reach?
The question comes down to whether it is wasted coverage or not. Practices, of course, need to remember that advertising is not marketing.
But, when an orthopedic practice knows in great detail who its target market is and customizes its marketing programs accordingly, the partners can rest assured they are not wasting coverage nor are they committing any ethical