Bradford
School of Management will be at fairs and exhibitions around the world. 
21 October 2009 - New approach to marketing helps set healthcare priorities
Health Service managers are learning how sophisticated market research techniques could help them prioritise resources in a challenging economic climate.
Speaking at the Health Service Journal's marketing conference Julian Rawel, director of executive education at Bradford University School of Management, said that knowing who your customers are and what they need or want requires a finely tuned approach to market research.
His recent experience of leading a number of strategic projects with NHS managers has shown that one of the biggest challenges they face is deciding on healthcare priorities when government policy and budgets are changing each year.
He said: "Market segmentation is a new approach for health service managers to take on board, but whether the customer is the regional health authority, PCT or NHS Direct, a one size fits all approach is simply not appropriate.
"In a more austere economy managers have to be able to identify varied segments and understand their various issues as precursor to making healthcare choices. For example within an area of affluence there will be pockets of deprivation. Do you service the affluent majority or the isolated minority?"
Julian recognises that the issues are complex and uses the example of obesity to illustrate the dilemma for managers.
"Do you focus on the 0-10 year olds and their parents, with an eye on preventing a future problem or do you put resources into fixing a current one?"
"Effective marketing is built on information which drills down to precise groups of customers and the factors such as age, social group and location which are the main drivers of customer behaviour.
"Market segmentation allows managers a much better understanding of particular groups of patients or potential patients with common needs. This is critical information for shaping a future healthcare strategy."
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