Healthcare market segmentation and data mining: A systematic review
Date
2018
Journal Title
Journal ISSN
Volume Title
Publisher
Health Marketing Quarterly
Abstract
Providing insight into healthcare consumers’ behaviors and attitudes is critical information in an environment where healthcare delivery is moving rapidly towards patient-centered care that is premised upon individuals becoming more active participants in managing their health. A systematic review of the literature concerning healthcare market segmentation and data mining identified several areas for future health marketing research. Common themes included: (a) reliance on survey data, (b) clustering methods, (c) limited classification modeling after clustering, and (d) detailed analysis of clusters by demographic data. Opportunities exist to expand health-marketing research to leverage patient level data with advanced data mining methods.
Description
item.page.type
journal-article
item.page.format
Keywords
Healthcare Market Segmentation, Data Mining, Systematic review
Citation
Eric R. Swenson, Nathaniel D. Bastian & Harriet B. Nembhard (2018) Healthcare market segmentation and data mining: A systematic review, Health Marketing Quarterly, 35:3, 186-208, DOI: 10.1080/07359683.2018.1514734