Mini Analysis

Identification of Product or Service Texas Health Harris Methodist Hospital HEB Fitness Center is a Hospital owned fitness center with a clinical whole health focus. Texas Health states that their mission is to “improve the health of the people in the communities we serve” (Resources, 2018). The HEB fitness center strives to provide a whole health facility with exercise experts, massage therapy, nutrition education, group exercise classes, NEAT cancer survivor program, LIFESTEPS weight management program, and Cardiac/Vascular Rehabilitation. All members of the community are invited to join Texas Health and experience a welcoming, un-intimidating, friendly environment to maximize their physical and mental health. Fitness centers market to the aging population, consumers interested in improving their health, and employers who are trying to reduce health care costs with prevention (Smith, 1996). Hospital fitness centers also serve as a continuum of care with wellness programs that other gyms do not offer, but can also meet the needs of athletes. Texas Health HEB Fitness Center strives to provide a whole health approach with education, nutrition, fitness, and stress management through massage & yoga. The fitness center is a resource for community members who are seeking a balanced lifestyle. With affordable customized programs like group personal training and then specialized behavior treatment programs like Lifesteps; we can meet the needs of most individuals.

Segmentation Texas Health Fitness Center is located in the established city of Bedford Texas. Bedford’s demographics consist of retired middle class families in the range of 45- 85 years old. The fitness center has around 1,449 members and 60% are women. About 30% of our members are hospital employees. Within a 10 mile radius of the fitness center we compete with multiple other gyms in pricing, community membership, and exercise programming. We chose to focus on membership inquiries within a 10 mile radius and look to be the gym of choice within 5 miles. According to multiple studies such as the one in “Bright Local” (Marchant, 2014), people are willing to travel 10-15 minutes to workout at a local gym or sports club. Our programs are unique and customized for even the patients transferring from other programs at our hospital campus. Some of the diverse needs include- cardiac patients who graduate cardiac rehab, oncology patients who are released for exercise (NEAT), behavioral health patients who are recommended to exercise for psychological support, and obese patients seeking behavior change therapy for weight loss (Lifesteps). We cater to psychographics of survivors, strivers, and achievers with programs like NEAT, Lifesteps, Springwood Behavioral health outpatient programs, multiple group exercise classes, and group personal training/boot camp style classes. Our goal is to have something for everyone, no matter the issue, and to ensure that they leave the fitness center better than they came in. Our facility averages 6,100 workouts per month which averages 4 workouts per week per member. With approximately four visits a week, our staff is able to build relationships with each member; creating a non-intimidating environment for our members to focus on their health. The friendly environment helps members overcome anxiety and fight through depression. Ideally, members will break through their sedentary lifestyles and create a new active lifestyle with our help.

Market Segmentation Since our facility offers a variety of programs, our main focus this year is to promote group personal training and our Lifesteps program. The primary market segments targeted are demographics which include location, age, and gender. So those who work or live within 10 miles of Bedford Texas, age 45-85, and primarily the female population are within the primary market segment. The secondary market segment is psychographics. This includes those who want to lose weight and have a mindset ready for change. Group personal training is a cost effective way for someone to receive personalized workouts. The population within 10 miles primarily includes people who are retired (on a fixed income) and middle class. Competitors in the area have cheaper memberships, but not the customized group personal training. Group personal training allows a member to pay a monthly charge of $120 which secures them a spot daily with a trainer. They can receive a customized workout every day for a set fee. Group personal training and Lifesteps (behavioral health weight loss program) combined meet the needs of the secondary segment- those wanting to lose weight (psychographics). Lifesteps is a 16 week program that provides education classes and guidance from a registered dietician to address daily habits and behavior changes with nutrition and exercise. Group personal training communications will be distributed through social media (Facebook), flyers to current members, and through marketing events with city leaders. Lifesteps is marketed also through social media (Facebook), e-mail, and physician referrals. Due to marketing constraints by Texas Health Corporate we will have limitations, but the targeted segments will seek weight loss programs and professional guidance that is affordable.

Primary and Secondary Target Markets

The primary targets marketed to with group personal training and Lifesteps includes individuals who live or work within a 10 mile radius (demographic) and those who want to lose weight (psychographic). The secondary target market includes those who are sedentary, depressed, or wants help in changing their lifestyle from unhealthy behaviors (lifestyle characteristics). Those who pass through the Bedford area either to reach home or work are more likely to commit to a program that has a convenient location and that is affordable. A common mind set when one joins a gym is they are seeking change. Most everybody wants to improve their physical fitness, body image, and body composition. Since convenience, affordability, and goals for weight loss are so common are primary targets are the individuals within 5-10 miles wanting to lose weight. Those who are already mentally preparing to make change are easier to target first. Those who have unhealthy lifestyle characteristics and need to change should be targeted next. Lifestyle characteristics like smoking, over eating, and being sedentary all lead to disease. Nutrition and exercise are well known methods of intervention that a physician can recommend. The goal is to reach out to everyone within 10 miles and of any fitness level. Some may need maintenance, some are ready for a challenge, and others need the foundational education and experts to guide them into the right lifestyle change. Those who are mentally ready and seeking weight loss programs are considered a primary target because they are looking for commitment and are more likely to join our program when advertised. Those who are still in the contemplation stage and living an unhealthy lifestyle (our secondary target) will be harder to reach, but need to know there is help and support available.

Promotional Strategies

The promotional strategy for marketing to the primary target of those who live or work within 10 miles of our facility include the use of Facebook and the visual signs on the building. For instance, we will use the Live feed option on Facebook to post live classes, appointments demonstrating exercise techniques, our body composition technology, and nutrition education. The use of Facebook has been proven to be a top marketing promotional strategy that is financially responsible on any budget (Lipsman, Mudd, Rich, & Bruich, 2012). HEB Fitness Center is located up on a hill next to two major highways where they intersect. Individuals driving to and from Dallas and Fort Worth can visibly see the sign on the side of the building. Currently, it says “Texas Health HEB Fitness Center, Open to the Public.” With permission an interchangeable sign could display upcoming events and deals like group personal training. Email is another tool to reach the employees, local community, and business leaders in the area. Since we are located on the campus of the hospital, many employees use the facility so we make an effort to communicate with them outside of the gym. Making our staff physically available to answer questions or run body composition testing at the hospital keeps us connected. The secondary promotional strategy requires fitness center staff members to directly connect with local Physicians and Business leaders who have influence to recommend and refer people to our facility. This marketing can be done with live education, demonstrations, and handouts at their local offices or at special events. With preventative medicine like exercise and nutrition we can change the lives of the community we serve.

References

Foster, G. D., Makris, A. P., & Bailer, B. A. (2005). Behavioral treatment of obesity. The American Journal of Clinical Nutrition, 230S-5S.