Who Is My Customer Anyway?: Recognizing Distinct Customer Groups & Tailoring Marketing Efforts Effectively

OPEN MINDS The Behavioral Health & Social Service Industry Analyst

The Gameplan

To an outside observer, it may appear that marketing in the behavioral health and social service industry would not be particularly challenging. The industry is disproportionately publicly-funded and many may assume that consumers’ limited means would decrease the health care options that they can choose. Even providers’ marketing departments are run by professionals with letters like MSW—not MBA—on their business cards.

Such realities may lead to an overly simplified view of marketing’s role . . .