The U.S. Census Bureau

The demographic site analysis provides a summary of a specific market area. For this paper component, your
team will choose a specific geographic area (locality, ZIP code, or census tract) and prepare a demographic
profile of the people who live in that area from data available at the website of the U.S. Census Bureau
(www.census.gov (Links to an external site.)) or another reputable demographic sources (for example, the local
Chamber of Commerce, a state hospital association, or another government source). For online courses,
teams will agree upon a specific market to analyze and prepare a profile of that market. For blended courses,
teams will analyze and prepare a profile of the local market. This profile should provide specific demographic
information about the population, including relevant facts and figures. For example, your team might include
information on population growth, gender, race and ethnicity, education level, marital status, age ranges, or
income ranges. If available, your team might also include data regarding health characteristics of the market’s
population. Data are sometimes available from local or state health departments or from national health
registries (such as the CDC). Your team is encouraged to include graphs or charts that help describe the
demographics of the geographic area (at least one is required). Be sure to keep track as you go of the sources
for any graphs, charts or images used in the the paper and later in the presentation. You will need to cite them
in your paper and on your presentation slides, and keeping a list now will save you the work of recreating the
information later.
Your team will also include a market profile – a brief overview of the healthcare organizations currently serving
this market. Briefly identify and describe the hospitals, clinics, or other healthcare service providers in this area.
After preparing the demographic and market profile, your team will then analyze potential healthcare needs
that one might anticipate in this geographic area. The analysis should address the following questions.

  1. What does this demographic profile tell your team about potential healthcare utilization and health
    behaviors?
  2. What does the profile tell your team about the needed healthcare services or products?
  3. Are all of these needs currently being met by the existing healthcare organizations? If not, which needs
    represent a market opportunity?
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