TY - JOUR AU - Elrod, James K. AU - Fortenberry, John L. PY - 2018 DA - 2018/12/14 TI - Target marketing in the health services industry: the value of journeying off the beaten path JO - BMC Health Services Research SP - 923 VL - 18 IS - 3 AB - Target marketing, a practice used to more effectively address the wants and needs of customers, involves three interrelated activities: market segmentation, targeting, and product positioning. The practice follows a perfectly logical process. For a given offering, healthcare institutions select a desired group to pursue and arrange service characteristics and related attributes in a manner to entice that particular group to forward patronage and become customers. Pursuits often focus on heavily-traveled routes teeming with competitors, but occasionally an off the beaten path can be identified to amplify target marketing efforts. SN - 1472-6963 UR - https://doi.org/10.1186/s12913-018-3678-5 DO - 10.1186/s12913-018-3678-5 ID - Elrod2018 ER -