marketing to demand

Hospitals and health systems promote their diagnostic services as a strategy for early diagnosis and prevention, but also as a strategy to get potential patients in the doors.

The fact is, only one segment of the adult population really considers diagnostic testing and prescription medications as critical to staying healthy: Adults conforming to Pattern 7 identified by the Patterns of Adapting to Health (PATH).

These adults are consistently linked to the highest demand for both diagnostic testing and the use of prescription medications as health supporting activities.  

The tailoring and targeting of marketing promotions to adults with Pattern 7 offers a potentially higher return for health care and hospital marketers in two ways:
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1. Increased R.O.I. from diagnostic testing promotions, and
2. Improved down line R.O.I. due to the attraction of adults who are more responsive to and likely to adopt medical treatment as a health promoting activity.