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The name DaVita is an adaption of an Italian phrase meaning, “giving life.” DaVita’s mission is “To be the Provider, Partner, and Employer of Choice” (DaVita, n.d.). Their core values of service excellence, integrity, team, continuous improvement, accountability, fulfillment and fun support their statement that they are “building the greatest healthcare community the world has ever seen though their commitment to upholding their Mission and Core Values every day in everything they do” (DaVita, n.d.). DaVita Inc, is a Fortune 500 company, and is the parent company of DaVita Kidney Care and HealthCare Partners. DaVita Kidney Care is a leading provider of kidney care in the United States, delivering dialysis services to patients with chronic …show more content…
DaVita strives to be a community first and a company second. This is demonstrated in their core values:
• Service Excellence: our reason for existing
• Integrity: We say what we believe, and we do what we say. We are trusted because we are trustworthy,
• Team: One for All and All for One! We work together, sharing a common purpose, a common culture, and common goals.
• Continuous Improvement; we never stand still; we are never satisfied.
• Accountability: We don’t say, “It’s not my fault” or “It’s not my job.” We take responsibility for meeting our commitments – our personal ones as well as those of the entire organization. We take ownership of the
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Kidney Care is comprised of U.S. dialysis and related lab services, ancillary services and strategic initiatives, including international operations and corporate administrative support. The U.S. dialysis and related lab services business is the largest line of business, which is a leading provider of kidney dialysis services in the U.S. for patients suffering from chronic kidney failure, also known as end stage renal disease (ESRD). The HCP division is a patient- and physician-focused integrated healthcare delivery and management company with over two decades of providing coordinated, outcomes-based medical care in a cost-effective manner ("DaVita Healthcare Partners 10-K Annual Report" 2015).
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Segmentation, targeting, and positioning together comprise a three stage process. The first step is to (1) determine which kinds of customers exist, then (2) select which ones we are best off trying to serve and, finally, (3) implement our segmentation by optimizing our products/services for that segment and communicating that we have made the choice to distinguish ourselves that way (Consumer Psychologist, n.d.).
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Figure out the typical customers is the first marketing strategy. Business should find the right customers who would by your product and tailor and focus its marketing effort toward them. Thus, this target market represents the group of customer offering greatest opportunity.
Savas, O., Yucel, L., Guvenc, S., Ekiz, S., & Kazancioglu, R. (2009, September). Assessing and training patients on peritoneal dialysis in their own homes can influence better practice. Journal of Renal Care, 35(3), 141-146. doi:http://splashurl.com/peeoxey
In medicine dialysis is primarily used to provide an artificial support for the lost kidney function in people with renal failure.
Caroline and Jennifer said that ‘Market segmentation is a crucial marketing strategy. Its aim is to identify and delineate market segments or set of buyers which would then become targets for the company’s marketing plans.’ (Tynan and Drayton, 1987) There are many ways to segment the market, such as age, region, environment, psychology and wages (Hall, Jones and Raffo, 2010).
Segmentation is the process of identifying different macro-groups of customers (i.e. segments) based on their common characteristics. The process of choosing a target segment, on which to focus marketing activities on, is a process named targeting.
Dialysis is a process by which excess waste and water is removed from the blood to maintain a balanced proportion of contents/nutrients. Dialysis is done by using different dialysis machines which are usually very costly and sensitive. The duty to maintain a constant proportion of contents in the blood is usually done by kidneys but when they are not functioning properly the procedure of dialysis used. Therefore it is a very important and beneficial process for people whose kidneys are not functioning properly or who cannot undergo a kidney transplant due to various reasons for example blood type or reactive immune system. The process of dialysis might look very simple but there is a lot more ethical complexity related to it that will be elaborated. (White & Fitzpatrick)
To the majority of Americans, dialysis is a confusing process that they will hopefully never have endure, but for hundreds of thousands people, it is a daily fact of life. According to US News and World Report, “In the United States, almost 400,000 people undergo dialysis every year.” (Gordon, 2012, para. 4) Their lives revolve around receiving dialysis three days a week for three to four hours per treatment, usually at an outpatient clinic. While dialysis can prolong the end stage renal disease (ESRD) patients’ life, the three day a week trudge to this clinic can feel like and endless cycle of discomfort and inconvenience. Fortunately the ESRD patient has more than one option, namely, peritoneal dialysis.
The University of Pennsylvania Hospital in Philadelphia has a Kidney Dialysis Machine which can serve the functions of a healthy kidney, for patients with kidney disease. Kidney disease occurs when the organs no longer function and waste products begin to build up within the body. This disease can lead to anemia, high blood pressure, and nerve damage. In the process of kidney dialysis, there are catheters which are connected to our veins through a vein graft which is attached to the tubes of the Dialysis Machine. In essence, blood is simply being pumped into the machine where waste products are filtered out, and then the ‘clean’ blood is pumped back into our body through a vein graft. There are ten possible candidates with chronic kidney disease who could potentially be granted access to the Kidney Dialysis Machine. There are only two time slots, so the candidates will be assessed according to condition and other factors as to who is allowed to use the machine. I believe that Steve should be one of the two patients who are granted access to the Kidney Dialysis Machine at University of Pennsylvania Hospital.
Although there are many ways in which a market can be segmented, the entrepreneur would benefit from demographic and behavioral segmentation. Within these two categories, income segmentation and benefit segmentation, respectively, would be the most helpful.
Once a business has successfully completed segmentation based on the market into various groups the targets will be chosen. As we all know no one unique strategy will be able to appeal to all consumer segments therefore being able to come up with different strategies for specific targets are a vital aspect of marketing.
Segmentation, Target Markets, and Positioning. ANALYSIS: Apply segmentation concepts to your product/firm. How can the market for your product/service be segmented (geographically, demographically, psychographically, and buying situations)? Who are the firm’s current customers (i.e., target market)? Make a detailed profile of the current customers using the segmentation variables.
Market Segmentation What is Segmentation? Market segmentation is the practice of dividing a market into identifiable groups of customers with common characteristics and motivations. This is so that each group can be treated independantly, tailoring the marketing mix to meet the needs of each segment. Furthermore, opportunities for new products and any niche markets are highlighted.
Willem Kolff is the first person that started the process of dialysis in in 1943. The origin that dialysis started in the Netherlands. Because of seeing a man died from the kidneys failure, he had decided to invent a machine that will help everyone with kidney failure to live by doing the work of the kidneys. John Abrel, pharmacologist at Johns Hopkins University, and the library were resources to Kolff. Pharmacologist is a person that studies drugs and medicines. During World War Two (WWII) the Nazi controlled Netherlands, which cause Kolf to work in a Dutch Hospital. Kolff doesn’t scare how danger his life is. He cares for others very much. He has rather risked his own life for others lives. During WWII, he still continued with his work by using sausage skins, orange juice cans, a washing machine and other common items. Kolff completed his invention in 1943, and his invention worked perfectly in 1943. After his invention worked perfectly fine, he had donated his machines to five different hospitals. Thanks to Kolff, doctors can learn what dialysis is and what it does to human’s body. Five hospitals isn’t enough. Instead, he decided to donate it to more hospitals. But not all hospitals accepted his gifts. Mountain Sinai Hospitals, for example, refused the machine that he invented, but he didn’t gave up. Instead, he performed his invention in front of Spectators and finally passed. After the improvement of his invention, he decided to give it to Peter Bent Brigham
Chronic Kidney Disease. Mayo Foundation for Medical Education and Research, 2014. Web. 20 May 2014.
Market Segmentation This document prepared and presented by Business Resource Software, Inc. Market Segmentation The purpose for segmenting a market is to allow your marketing/sales program to focus on the subset of prospects that are "most likely" to purchase your offering. If done properly this will help to insure the highest return for your marketing/sales expenditures.