I think we need to consider each external stakeholder as we define the market as well as those internal to the healthcare industry, being those such as providers, hospitals, insurance companies and such. There are several levels to consider when developing the focus of your marketing plan, each entity will demand a different approach to accomplish their individual goals. Also, keep in mind that the marketed area needs to re-evaluated regularly to ensure that the needs are being met. The industry is always changing and evolving forcing a change if the organization wants to stay in business and not break the healthcare based laws and guidelines