Which marketing element is likely responsible for an increase in female and ethnic minority patients at a hospital?

Segmentation is the marketing element responsible for the increase in female and ethnic minority patients at a hospital because it involves identifying and targeting specific groups within the broader market. In healthcare, segmentation allows organizations to tailor their services, initiatives, and outreach specifically to the needs and preferences of distinct populations. For example, understanding demographics, cultural backgrounds, and specific health concerns prevalent in female and ethnic minority groups enables healthcare facilities to design programs that resonate with these communities, ultimately enhancing accessibility and encouraging them to seek care.

This targeted approach can include creating culturally sensitive marketing materials, improving language access services, or addressing specific health issues that disproportionately affect these populations. By effectively segmenting the market and addressing the unique needs of different groups, hospitals can foster a more inclusive environment, leading to increased patient engagement and satisfaction among female and ethnic minority populations.

In contrast, the other marketing elements—such as surveys, branding, and measurement—play supportive roles but do not directly affect the targeted outreach and engagement strategies that segmentation facilitates. Surveys are used to gather information, branding conveys an organization's values and identity, and measurement assesses effectiveness, but segmentation is at the core of initiating meaningful connections and addressing diverse patient needs.