Target Market

The ideal target market for IU Fort Wayne campus health is females and male's undergraduate

students between the ages of 18 and 22 who are currently enrolled at IUFW. Most importantly

freshman and sophomores. Freshman and sophomore College students are the ones that lack in

pushing knowledge about their health. Especially due to the change of their lives when coming

into college. From aspects of schoolwork, causing stress and not putting a lot of time into health.

As stated in our textbook” When considering a patient as the target market, the journey on which

this person goes has been transformed along each step not only digitally but also through

technology and artificial intelligence.” This group typically lives in campus dorms, off campus

apartments, or at home with family members located in the local area of the university.

The primary focus is on those who fall into the middle-income range with many receiving

financial aid or working part-time jobs to support their education and living expenses. They are

pursuing bachelor's degrees across various disciplines, being very busy with their schedule and

not encouraging time in their health. In doing my research an article in neaToday states

“Emotional stress was cited by 69 percent of bachelor’s degree students and 55 percent of

community college students.” They rely on affordable healthcare services that adapt to their busy

schedule.

In terms of psychographics, these undergrad students are socially engaged and health cautious,

yet often face challenges, balancing their academic and social lives. I’m sure students are aware

of the importance of self-care, but time constraints and the pressure of being full-time students

often hinder their ability to focus on their health. A lot of students use their mobile devices to

focus and plan their day out and include things about their health as well. As our textbook

includes digital health value drivers provide “better able to manage their health, track their health

status, and follow their care progress.” Health behaviors can sometimes be inconsistent,

including late night, study sessions, irregular eating habits, and failure to provide sleep, all which

can affect their physical and mental health. Students are often sinking solutions to manage stress,

stay healthy and maintain a positive balance between their academic and personal lives. This

campus health service plays a role and offers convenient accessible care that fits into their busy

schedules while also providing resources that empower them to take control of their wellbeing.

Flannery, M. E. (n.d.-b). The Mental Health Crisis on college campuses. NEA.

https://www.nea.org/nea-today/all-news-articles/mental-health-crisis-college-campuses

Berkowitz, E. N. (2022). Essentials of Health Care Marketing. Jones & Bartlett Learning.