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



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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