Healthcare in Marketing (Lasik)

Lasik's Methods in Other Health Care Organizations

Customer profiling is a vastly unexplored marketing method in the health industry. While it has been used to target very specific markets, such as potential consumers of elective surgery, other markets have been largely neglected (Barber 2001). The reasons for this are many, but mostly they include difficulties with medical data gathering, and legal issues regarding potential customer profiling.

Despite the above-mentioned difficulties, there are several organizations that can and do benefit from customer profiling. One such entity is the pharmaceutical industry (Winterhalter 2002). Here the customer being profiled is normally the health care professional, rather than the patient. By gathering geo-demographic data as well as customer loyalty information from a group of health professionals, pharmaceutical companies can significantly enhance the effectiveness of their marketing practices. This will further benefit not only the professionals, but also the healthcare consumer,...
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