Discussion: Market Research and Segmentation

Segmentation and research 

Katina Elliott posted

EXECUTIVE SUMMARY

RESEARCH and SEGMENTATION

Orange County is listed in the top 50 safest counties within the United States. Mission Viejo, located within Orange County, reached number 10 out of the 482 municipalities within California (Ludwig, 2018).   Mission Viejo has approximately 17, 260 adults over the age of 65 (Senior Living Mission Viejo, n.d.). The population of senior citizens is projected to steadily increase, and reach 151% by the year 2060 (Senior Living in Mission Viejo, n.d.).

Approximately 95% of the population has health care coverage with less than 8% on Medicaid, 15% with Medicare, and less than 1% with Veteran Affairs health care plans (Mission Viejo, n.d.). The vast majority of Senior’s annual income ranges from $75,000 to $127,000 each year (Mission Viejo, n.d.).

The best form of segmentation for The Golden Age hospital will be require a combine approach, utilizing both description and beneficial segmentation toward the target audience of retirees. While the selection of individual appears narrowed, the potential for longevity is evident in the project growth. The hospital must ensure that they secure customers through effective marketing, as this area has a vast number of competitors.

References

Ludwig, A. (2018, October 5). Mission Viejo Makes 'Top 10 Safest CA Cities' List: Report. Retrieved October 17, 2019, from  https://patch.com/california/missionviejo/mission-viejo-makes-top-10-safest-ca-cities-list-report .

 

Mission Viejo, CA. (n.d.). Retrieved October 17, 2019, from https://datausa.io/profile/geo/mission-viejo-ca/#health.

 

Senior Living in Mission Viejo. (n.d.). Retrieved October 17, 2019, from https://www.caring.com/senior-living/california/mission-viejo.

 

Mod 1 - TD

Dawn Traurig

Executive Summary

As the population ages, the delivery and availability of medical care for that population will change as well.  Mission Viejo, California has a median age of approximately 40 years among a population of about 95,000 and, according to the 2010 Census, 15% of their population are seniors (Facts by City, 2018 & SeniorCare.com, 2019).  Almost 17,000 people are between the ages of 45 and 54; which means in the next 10-20 years this group will be over 65 and almost a quarter of their population will be elderly (SeniorCare.com, 2019).  Given this information, now is the time to develop a plan to provide medical care and services to a population that will outgrow current facilities.

The Golden Age Hospital (GAH) wing is the most sensible option to keep costs down and to ensure services are available when that time comes. The new wing will have a variety of specialties, equipment, and services tailored to the wants and needs of a rising senior population.  Adding to the existing Mission Viejo Medical Center will provide a convenient location for a variety of inpatient, outpatient, and ancillary services without having to travel to various locations around town.  The GAH wing will also prove to be key in providing continuity of care; where the same provider, or care team, can follow and assist a patient through life stages or disease processes and make referrals within the same facility.

 

Facts by City (2018).  Population Data in Mission Viejo, CA.  Retrieved from  https://www.factsbycity.com/population-data/Mission-Viejo-CA/statistics.html

SeniorCare.com (2019).  Mission Viejo, CA Senior Guide.  Retrieved from  https://www.seniorcare.com/directory/ca/mission-viejo/