Positioning is essentially “owning a place in the mind of the consumer, like a bookmark, concentrating on a single idea or word that defines the company in the consumers’ minds” (Trout, 2008, p. Since there is no competition for this type of device, end-user segmentation was determined the primary segmentation strategy rather than geographic or demographic segmentation. The majority of communications will be with organizational buyers.Psychographics are also part of the strategy, based on the end-user profile and attitude. It involves “grouping buyers on how they live, their priorities and their interests” (Rodoplu, 2008, p. In personally-operated medical clinics across the country, budgetary restrictions continue to plague doctors in relation to labor and information technology support payments. High-salary physicians tend to be more explorative regarding their personal interests, such as the stereotypical golfing aficionado, and therefore becomes a segmentation tool based on time-saving and cost-savings preferences with a lifestyle focus.The target market is the hospital, either publicly funded or privately owned. There are currently 5,815 registered hospitals in the country according to the AHA (wiki. This represents enormous selling opportunities without being restricted to a single geographic location. Such hospitals targeted include Mass General, Mount Sinai, Mercy Hospital Center, and Johns Hopkins.The secondary target market is the personally-owned medical clinic physician. The goal in this market is to influence the high-salaried physician to consider launching their own emergency team practice to build more business and seize some market share from local hospitals. By sending out their own teams of health professionals when patients are immobile or otherwise unable to visit, they can be equipped with these devices for immediate health care services.The key target market, hospitals, are always under financial risk and rising costs of health care provision. Additionally, liability suits for improper medical care are always increasing and pose even more risk to their budgets and reputations. This retinal scanner removes some of the health care liability by ensuring that patient needs are met properly and there are no adverse side effects from allergies or other medical complications with drug
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