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Market segmentation in healthcare

Irena Antosova1, Naďa Hazuchova1, Jana Stavkova1
1. Mendel University in Brno (Czech Republic)
151 - 166
Cite as:
Antosova, I., Hazuchova, N., Stakova, J. (2019). Market Segmentation in Healthcare. Marketing and Management of Innovations, 3, 151-166. http://doi.org/10.21272/mmi.2019.3-12


The share of healthcare expenditure in the first income decile in their income is higher in comparison with other deciles, however, their expenditure is the lowest. The main purpose of the research is to show the availability of healthcare in different income groups of households. Literature sources indicate that some specific household social classes face problems with access to healthcare because of low income. Firstly, public healthcare expenditure is evaluated. The low share of research and development expenditure in healthcare is alarming. Investigation continues in the accessibility of healthcare and medicines in households. The paper reveals segments of endangered low-income households with insufficient healthcare that decrease their living standard. The main data source for conducted analyses of household situations is primary data from Household Budget Survey and primary data from EU-Statistics on Income and Living Conditions survey in four years 2007, 2010, 2014 and 2016 in the Czech Republic. The paper presents the results of an analysis of households which showed that first low-income decile has the lowest healthcare payments in absolute expression but the relative number of healthcare expenditure confirms that low-income households spend the most of their income on healthcare in the comparison with other households. The first income decile is mainly composed of old-age pensioners and unemployed consumers. The structure of household healthcare expenditure according to expenditure categories shows that all consumers pay the most for non-prescription drugs followed by prescription drugs, orthopaedic and therapeutic aids, ambulatory dental care and ambulatory medical care. The research confirms that specific groups of households cannot afford appropriate healthcare. The constructed Health Poverty Index expresses that low-income households would need their income to be higher by at least 4.36 % to be able to afford average healthcare expenditure and appropriate healthcare.

consumer behaviour, health, health category, health expenditure, income situation

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