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Aust Health Rev. 2011 May;35(2):117-23. doi: 10.1071/AH09802.

Segmenting a general practitioner market to improve recruitment outcomes.

Author information

1
Ehrenberg-Bass Institute for Marketing Science, School of Marketing, University of South Australia, GPO Box 2471, Adelaide, SA 5001, Australia. elizabeth.hemphill@unisa.edu.au

Abstract

Recruitment is an ongoing challenge in the health industry with general practitioner (GP) shortages in many areas beyond rural and Indigenous communities. This paper suggests a marketing solution that identifies different segments of the GP market for recruitment strategy development. In February 2008, 96 GPs in Australia responded to a mail questionnaire (of which 85 questionnaires were useable). A total of 350 GPs were sent the questionnaire. Respondents considered small sets of attributes in the decision to accept a new job at a general practice and selected the most and least important attribute from each set. We identified latent class clusters (cohorts) of GPs from the most-least important data. Three cohorts were found in the GP market, distinguishing practitioners who emphasised job, family or practice attributes in their decision to join a practice. Few significant demographic differences exist between the cohorts. A segmented GP market suggests two alternative recruitment strategies. One option is for general practices to target members of a single cohort (family-, job-, or practice-focussed GPs). The other option is for general practices to diversify their recruitment strategies to target all three cohorts (family-, job- and practice-focussed GPs). A single brand (practice) can have multiple advertising strategies with each strategy involving advertising activities targeting a particular consumer segment.

PMID:
21612720
DOI:
10.1071/AH09802
[Indexed for MEDLINE]

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