Title

Healthcare market segmentation and data mining: A systematic review

Contributing USMA Research Unit(s)

Army Cyber Institute, Center for Data Analysis and Statistics, Electrical Engineering and Computer Science, Operations Research Center, Systems Engineering

Publication Date

Fall 11-23-2018

Publication Title

Health Marketing Quartlery

Document Type

Article

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.

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