How-To Guide: Defining Your Service Area

How-To Guide: Defining Your Service Area

By Lee Ann Lambdin and Jason Haley

Refining Your Process for Better Marketing ROI and Growth Planning Success

The first step in any planning or marketing endeavor for a healthcare organization is service area definition. Before demographics or market share can be run, an appropriate service area must be applied.

There is no one-size-fits-all way to define a service area. In fact, there are several ways to do it. Which one is best? The answer is, it depends. Defining a service area is both art and science. In our years of working with healthcare strategists, marketers, and planners, we’ve found that most organizations define their service areas incorrectly, often defining them larger than they should. 
 
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In this e-book, we will discuss best practices and highlight the pros and cons of different methods of defining a service area.

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