Successfully marketing women's health care services: a realistic approach to segment marketing.

Women's health care has become increasingly competitive and now requires a focus on the tactics of implementation as well as the market positioning of the services. Global positioning will no longer work for women's health services; therefore, marketers must carefully identify their market targets. If possible, the product should be tested, for product testing will offer valuable experience for the organization and protect it from the hazards of overextension, a sure route to failure.