One of the most important underlying principles of marketing is to have an extensive knowledge of the customer. Market segmentation is critically important to this understanding. In the episode, hosts Reed Smith and Chris Boyer discuss the challenges ahead for health systems in 2024 and how marketers can use market segmentation to drive ROI. They are joined by Linda MacCracken of Ignite Market Advantage to discuss the concert of quantifiable market segmentation and impacts this could have on building market resilience. 

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