Henry Ford Hospital segments the markets it serves based on various population demographics, including gender, race, age and location. According to the article “Using Targeted Marketing Strategies to Optimize Health Care Plans,” it is important to use marketing techniques that geographically segment member audiences, then determine their proximity to care and support services (Pitney, 2010) . The article (2010) also states that demographic segmentation can uncover new approaches to reach patients in traditional and non-traditional ways. Based on organizations' target demographics, organizations can discover demographic information to align communications with segment attributes and drive meaningful improvements (Pitney, 2010). Engaging target demographics is important, and members who are more engaged in their health plan tend to make better decisions about benefit consumption (Pitney, 2010). The article (2010) states that this in turn can help them become healthier and more productive. Henry Ford Hospital segments the market primarily based on