Question

You are the manufacturer of Durable Medical Equipment (DME -- hospital beds, canes, walkers, etc.). 

1.  What do you think would be your largest three segments?  List them in order of estimated size, largest to smallest of the three.

2.  What message would you assign to each segment?  

3.  What main way would you get this message to each segment (radio, tv, direct mail, etc.)?  I am expecting a different answer for each segment.

Answer 1

1. The largest buyers for the DMEs are hospitals, rehabilitation centes and individual households in decreasing siZe of business.

2. The message for the hospitals, rehabilitation centres and individual households

(a) Made with High quality material, safe for use, compatible with patients with different medical conditions needing different types of care, low cost of maintenance, long life and patient friendly.

(b) Easy to  use, cost effective, safe and patient friendly, easily movable, versatile and low on maintenance.

(c) Easy to own and operate, low on pocket, user friendly and safe, easily movable,

3. The hospitals are large scale buyers and need to be contacted through direct sales effort, either through direct mail or by visiting in person. Rehabilitation units should be contacted through focused advertisements in select magaines, journals, periodicals etc, focused on healthcare and rehabilitation industry. Individuals can be contacted through mass media like TV.