Marketing and Management

This article discusses the value proposition, opportunity, and target market for MediCare, a new startup in the American healthcare sector.

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Marketing and management
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1MARKETING AND MANAGEMENT
Introduction
MediCare is a new startup, which will operate in the American healthcare sector.
However, the innovative propositions and business process will ensure that MediCare will face
lower intensity of competition. In terms of the operational process, the tier I cities will be
primarily targeted because of the high penetration of the internet in these cities. The mission of
MediCare will be to offer maximum power and authority to the end beneficiaries in the
healthcare services. The organizational value of MediCare will be based on the empowerment of
the patients or customers.
The value proposition of MediCare will be the offering of online health care service
where the customers can review different hospitals and the facilities they are offering. On the
basis of the reviews, ratings and budget, they can select the most ideal one. Moreover, the online
appointment can also be done through MediCare. All these services will be offered to the
customers in free of costs (Moses et al., 2013). Hence, the facilities to be offered by MediCare
will be of now costs. This will be the key point of difference between MediCare and some of
their competitors in the market. However, it should be noted that the business model to be
followed by MediCare will be financially feasible in offering free services to the customers. The
revenue will be generated from the medical entities subscribed with MediCare.
Opportunity
The major opportunity for MediCare will be the ever increasing health care costs in the
United States. This is due to the reason that in the last few years, huge increase in medical costs
is witnessed and hence customers should have a common service portal where they can choose
their services according to the costs and budget. In addition, the offering of free service will also

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be a key source of opportunity for MediCare because of the lack of competition. There are no
online health care service providers operating in the American market, which are offering free
services to the customers. Hence, MediCare is having the opportunity to tap the maximum
untapped market in the country (Hariis-Kojetin et al., 2016). Moreover, the problem being faced
by the American customers in selecting the most ideal and effective service provider can be
solved by MediCare. This is due to the reason that with the help of the online portal of
MediCare, new customers can see the reviews and ratings regarding the service quality of any
hospitals given by other users.
Market identification
The target market for MediCare will be the young professionals and the baby boomers
due to the reason that young professionals are aware about the online services and they seek
value for money services. Hence, the provision of comparing different medical entities and their
services will create value for MediCare. The major competitive advantage for MediCare will be
the cost leadership due to the reason that the services will be offered at free costs (Aghdaie &
Alimardani, 2015). Thus, the maximum number of customers can be tapped over their
competition. In addition, the market penetration can also be achieved.

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Reference
Aghdaie, M. H., & Alimardani, M. (2015). Target market selection based on market segment
evaluation: a multiple attribute decision making approach. International Journal of
Operational Research, 24(3), 262-278.
Harris-Kojetin, L., Sengupta, M., Park-Lee, E., Valverde, R., Caffrey, C., Rome, V., & Lendon,
J. (2016). Long-term care providers and services users in the United States: data from the
National Study of Long-Term Care Providers, 2013-2014. Vital & health statistics. Series
3, Analytical and epidemiological studies, (38), x-xii.
Moses, H., Matheson, D. H., Dorsey, E. R., George, B. P., Sadoff, D., & Yoshimura, S. (2013).
The anatomy of health care in the United States. Jama, 310(18), 1947-1964.