ABSTRACT
This chapter discusses Segmentation, Targeting, and Positioning (STP) in the health care sector by explicating the approaches to the market segmentation process for health care services and the factors to be considered in selecting a health care target market. Strategic marketing positioning for health care services through a comprehensive analysis of the internal market and the external environment in the health care sector is also developed. This chapter relates STP to health care marketing in Africa and explains how the marketing mix can be effectively applied to improve health care delivery.
