Healthcare Marketing Research

Paper Summary:

This paper provides a brief description of the Akron General Medical Group (AGMG) located in northeast Ohio and discusses the market research process in this case. The paper presents the consumer demographics and psychographics of AGMG and applies the value and lifestyles (VALS) analysis and potential rating index by zip-code market (PRIZM) to this case study. The paper shows how market analysis is a vital part of any business plan.

Outline:
Akron General Medical Group
Market Research
Data Sources
Consumer Data
Effectiveness of Analysis
Conclusion

From the Paper:

"The Akron General Medical Group's (AGMG) main facility is located in the center of Akron in Summit County in northeastern Ohio. In 2008, AGMG had 29,836 admissions, 510,549 outpatient visits, 19,175 surgical procedures, 82,455 emergency department visits all with only 5,651 Employees, 1,235 Medical Staff and 1,672 Volunteers on a $533 million operation budget (Akron General Medical Center, 2009). AGNG is a region level 1 trauma medical center that provides comprehensive healthcare to a large segment of the northeast Ohio. AGMG primary patient population is located in Akron Ohio in Summit County. In recent years the main campus area of AGMG has reached capacity and the need to expansion into other market is necessary to remain profitable."

Sample of Sources Used:

• AllBusiness. (2009). Demographics and Psychographics. Retrieved September 18, 2009, from http://www.allbusiness.com/marketing/market-research/426-1.html.
• Akron General Medical Center. (2009). Akron General Health System. Retrieved September 18, 2009, from http://www.akrongeneral.org/portal/page?_pageid=153,10497216&_dad=portal&_schema=PORTAL
• Akron General Medical Center. (2009). Akron General Locations by Services Retrieved September 18, 2009, from http://www.akrongeneral.org/portal/page?_pageid=153,10421103&_dad=portal&_schema=PORTAL
• Answers Corporation. (2009). Psychographics. Retrieved September 18, 2009, from http://www.answers.com/topic/psychographics.
• Claritas (2009). Market Segments Explained. Retrieved September 21, 2009, from http://www.claritas.com/MyBestSegments/Default.jsp.

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