The Segmentation, Targeting and Positioning Marketing Model applied to Scientific Health Research

Resumo

Currently, in the scientific health research (SHR) field, there is a narrow focus in the pursuit of highly ranked journals with higher impact factors, based on citation models and journal ratings. This limitation often leads to undervalue the relevance of scientific studies by prioritizing citation impact. This limitation is a direct result of the funding needs inherent in the fields of natural sciences and engineering, where investments in equipment and infrastructures are considerably higher compared to other research areas. In the present article, the authors aimed to contribute to SHR by combining Marketing concepts, particularly the Segmentation, Targeting, and Positioning model (STP Marketing model), to the development of scientific research projects in the healthcare sector. By applying these concepts in research projects design and researchers career progression, a more comprehensive understanding can be achieved of how individuals or institutes are perceived. Furthermore, the implementation of effective STP Marketing strategies will enable researchers and institutes to gain a competitive advantage in the market by treating articles as products that require strategic positioning in a highly competitive environment. Ultimately, researchers should keep in mind that their ultimate audience is the journals audience they are targeting, as their objective is to publish in a journal that aligns with their specific goals.