Preference segmentation of health care services: the old-fashioneds, value conscious, affluents and professional want-it-alls.

The results of a national segmentation study are reported. The findings extend the empirical work of Finn and Lamb and the benefit-seeking conjectures by Kotler and Clarke that consumers with preferences toward specific hospitals can be segmented into a few distinct groups. The groups described in the findings are identified as the value conscious, the affluents, the old-fashioneds, and the professional want-it-alls. Each segment has a unique demographic profile. The substantial importance of doctors' recommendations in influencing hospital choice is supported for all four consumer segments. Suggestions for additional research and hospital marketing strategies are provided.