Industry

Healthcare

Focus

Develop a market study to support a client marketing services pitch.

ZIP Codes

74804, 74801, 74840, 74851, 74855, 74864, 74868, 73045, 74079, 74830, 74834, 74854, 74857, 74859, 74860, 74869, 74873, 74881, 74884

Healthcare Market Demographics Report

Executive Summary

This analysis examines 19 ZIP codes across a healthcare service area with a total population of 144,433 residents. The market shows significant demographic diversity, with rural and small-town characteristics typical of many healthcare service regions. The analysis reveals an aging population with substantial public health insurance coverage, moderate disability rates, and lower educational attainment compared to national averages. Income levels vary widely across the service area, indicating diverse socioeconomic conditions within the market.

Key Demographic Findings

Population and Geographic Distribution

The service area encompasses ZIP codes ranging from very small rural communities (204 residents minimum) to larger towns (22,405 residents maximum), with a neighborhood average of 7,602 residents per ZIP code. This wide variation (standard deviation of 6,389) indicates the market spans both rural and more populated areas, creating diverse healthcare access needs across the region.

Age Demographics

The population shows an aging trend with healthcare implications. The neighborhood average shows 17.7% of residents are 65 or older, indicating significant demand for age-related healthcare services. Working-age adults (25-54 years) represent approximately 37% of the population on average, while families with children under 18 comprise 23.5% of the neighborhood average population.

Health Insurance Coverage

Health insurance patterns reveal mixed public-private coverage across the service area. The neighborhood average shows 85.2% of residents have health insurance coverage, leaving 14.8% uninsured. Among insured residents, private insurance covers 56.3% while public coverage (Medicare, Medicaid) serves 42.1% on average. The high public coverage rate reflects the older population demographics and potentially lower income levels in parts of the service area.

Disability Status

Disability rates are notably high across the market, with the neighborhood average showing 20.9% of residents living with a disability. This ranges from 15.3% to 27.3% across different ZIP codes, indicating substantial variation in disability prevalence and corresponding healthcare needs throughout the service area.

Income Distribution

Income levels show considerable variation both within and between ZIP codes. At the household level, the neighborhood averages reveal:

19.8% of households earn less than $25,000 annually
31.7% earn between $25,000-$74,999
27.9% earn between $75,000-$149,999
10.7% earn $150,000 or more

The wide income spread suggests the market includes both economically disadvantaged communities requiring safety-net services and higher-income areas that may prefer premium healthcare options.

Educational Background

Educational attainment is moderate across the service area. The neighborhood average shows 87.1% of adults have completed high school, while 17.1% hold bachelor's degrees or higher. This suggests a primarily working-class population with practical healthcare communication needs rather than highly technical medical information preferences.

Racial and Ethnic Composition

The population is predominantly White (73.9% neighborhood average) with significant American Indian and Alaska Native representation (11.7% neighborhood average). Hispanic or Latino residents comprise 6.2% of the population on average, while 10.5% identify as two or more races. This demographic mix may require culturally sensitive healthcare approaches and potentially bilingual services in some areas.

Target Audience Characteristics

Composite Demographic Profile

The weighted centroid analysis reveals the typical demographic characteristics of areas where the target audience is concentrated:

Age Structure: The audience comes from communities where 16.9% of residents are 65 or older and 23.7% are under 18, indicating multigenerational healthcare needs within families.

Health Coverage Patterns: These areas show 86.7% health insurance coverage, with 60.7% having private insurance and 39.4% relying on public coverage. The substantial public coverage suggests many audience members may be Medicare or Medicaid beneficiaries.

Economic Profile: The audience originates from communities where 20.1% of households earn less than $25,000, while 27.5% earn $100,000 or more, indicating diverse financial circumstances and payment preferences.

Disability Considerations: Nearly 20% of residents in these areas live with disabilities, suggesting accessibility and specialized care needs are important factors for this audience.

Educational Background: These communities show 88.3% high school graduation rates and 19.8% college degree attainment, indicating an audience that appreciates clear, straightforward healthcare communication.

Cultural Composition: The audience comes from areas that are 71.6% White, 11.0% American Indian/Alaska Native, and 5.4% Hispanic/Latino, suggesting cultural competency requirements for effective healthcare delivery.

Weighting Approach: ZIP codes were weighted by their total population, so areas with more residents have a proportionally larger influence on the composite profile. This ensures the analysis reflects where the majority of the potential patient population lives.

Neighborhood Analysis: Descriptive statistics (averages, ranges, spread) were calculated across all 19 analyzed ZIP codes to characterize the overall demographics of the healthcare service area. These statistics show the variety and typical characteristics found throughout the market.

Centroid Analysis: A composite demographic profile was built by combining census data from each ZIP code according to the population weighting approach, producing a single representative profile of the areas where the audience is concentrated.

Data Source: All data comes from the American Community Survey (ACS) 5-Year Estimates (2023), published by the U.S. Census Bureau.

Variable	Average	National Avg	vs. National	Range
Male	49.0%	49.4%	-0.4%	43.4% – 54.4%
Female	51.0%	50.6%	+0.4%	45.6% – 56.6%
Under 5 years	5.7%	5.8%	-0.1%	2.0% – 7.9%
5 to 9 years	6.6%	6.1%	+0.5%	3.7% – 9.8%
10 to 14 years	7.2%	6.6%	+0.6%	4.6% – 9.0%
15 to 19 years	6.9%	6.5%	+0.4%	3.3% – 9.3%
20 to 24 years	6.2%	6.4%	-0.2%	1.3% – 9.6%
25 to 34 years	12.0%	13.8%	-1.8%	5.9% – 16.2%
35 to 44 years	12.7%	13.2%	-0.5%	9.0% – 16.7%
45 to 54 years	12.3%	12.3%	0.0%	9.2% – 19.1%
55 to 59 years	6.9%	6.4%	+0.5%	4.7% – 12.1%
60 to 64 years	6.6%	6.4%	+0.2%	1.0% – 8.9%
65 to 74 years	10.2%	9.8%	+0.4%	7.9% – 16.0%
75 to 84 years	5.2%	4.8%	+0.4%	3.3% – 6.1%
85 years and over	1.6%	1.9%	-0.3%	0.5% – 4.0%
Under 18 years	23.7%	22.4%	+1.3%	13.9% – 30.0%
16 years and over	79.2%	80.2%	-1.0%	73.2% – 88.1%
18 years and over	76.3%	77.6%	-1.3%	70.0% – 86.1%
21 years and over	72.1%	73.8%	-1.7%	65.8% – 84.9%
62 years and over	20.7%	20.3%	+0.4%	17.6% – 27.1%
65 years and over	17.0%	16.5%	+0.5%	14.1% – 23.2%

Variable	Average	National Avg	vs. National	Range
Less than $10,000	5.7%	4.9%	+0.8%	0.4% – 10.5%
$10,000 to $14,999	4.9%	3.5%	+1.4%	1.8% – 9.1%
$15,000 to $24,999	9.4%	6.5%	+2.9%	3.5% – 14.9%
$25,000 to $34,999	9.9%	6.8%	+3.1%	4.8% – 16.6%
$35,000 to $49,999	11.7%	10.5%	+1.2%	4.7% – 22.4%
$50,000 to $74,999	18.2%	15.8%	+2.4%	12.3% – 39.0%
$75,000 to $99,999	12.9%	12.7%	+0.2%	7.9% – 16.6%
$100,000 to $149,999	15.4%	17.5%	-2.1%	9.5% – 21.5%
$150,000 to $199,999	7.1%	9.3%	-2.2%	0.0% – 15.7%
$200,000 or more	4.8%	12.4%	-7.6%	0.0% – 8.7%
With earnings	71.7%	78.0%	-6.3%	61.2% – 79.4%
With Social Security	35.6%	30.8%	+4.8%	28.0% – 43.5%
With retirement income	26.2%	24.0%	+2.2%	18.7% – 33.1%
With Supplemental Security Income	5.9%	5.1%	+0.8%	2.2% – 12.1%
With cash public assistance income	3.2%	2.7%	+0.5%	0.1% – 6.4%
With Food Stamp/SNAP benefits in the past 12 months	16.3%	12.0%	+4.3%	7.7% – 23.8%

Variable	Average	National Avg	vs. National	Range
With health insurance coverage	86.7%	91.3%	-4.6%	77.9% – 91.5%
With private health insurance	60.7%	67.0%	-6.3%	33.8% – 73.7%
With public coverage	39.4%	36.3%	+3.1%	31.2% – 56.4%
No health insurance coverage	13.3%	8.7%	+4.6%	8.5% – 22.1%

Variable	Average	National Avg	vs. National	Range
Less than 9th grade	2.8%	4.9%	-2.1%	1.5% – 9.6%
9th to 12th grade, no diploma	8.9%	6.0%	+2.9%	5.7% – 16.3%
High school graduate (includes equivalency)	36.1%	26.0%	+10.1%	28.1% – 44.7%
Some college, no degree	24.0%	19.5%	+4.5%	19.8% – 28.7%
Associate's degree	8.4%	8.8%	-0.4%	5.3% – 14.1%
Bachelor's degree	13.7%	21.3%	-7.6%	5.2% – 18.5%
Graduate or professional degree	6.1%	13.6%	-7.5%	2.0% – 10.0%
High school graduate or higher	88.3%	89.2%	-0.9%	74.1% – 92.4%
Bachelor's degree or higher	19.8%	34.8%	-15.0%	7.4% – 28.5%

Variable	Average	National Avg	vs. National	Range
One race	89.8%	88.9%	+0.9%	84.1% – 94.0%
White	73.7%	61.9%	+11.8%	57.1% – 88.2%
Black or African American	2.9%	12.9%	-10.0%	0.0% – 8.7%
American Indian and Alaska Native	11.6%	0.8%	+10.8%	2.0% – 22.5%
Aztec	0.0%	0.1%	-0.1%	0.0% – 0.0%
Blackfeet Tribe of the Blackfeet Indian Reservation of Montana	0.1%	0.0%	+0.1%	0.0% – 0.5%
Maya	0.0%	0.1%	-0.1%	0.0% – 0.1%
Native Village of Barrow Inupiat Traditional Government	0.0%	0.0%	0.0%	0.0% – 0.0%
Navajo Nation	0.0%	0.1%	-0.1%	0.0% – 0.1%
Nome Eskimo Community	0.0%	0.0%	0.0%	0.0% – 0.0%
Other American Indian and Alaska Native	11.5%	0.6%	+10.9%	2.0% – 22.5%
Asian	0.7%	6.0%	-5.3%	0.0% – 2.3%
Asian Indian	0.1%	1.4%	-1.3%	0.0% – 0.5%
Chinese	0.1%	1.4%	-1.3%	0.0% – 1.0%
Filipino	0.2%	0.9%	-0.7%	0.0% – 1.0%
Japanese	0.0%	0.2%	-0.2%	0.0% – 0.5%
Korean	0.0%	0.4%	-0.4%	0.0% – 0.3%
Vietnamese	0.0%	0.6%	-0.6%	0.0% – 0.1%
Other Asian	0.1%	1.1%	-1.0%	0.0% – 1.3%
Native Hawaiian and Other Pacific Islander	0.1%	0.2%	-0.1%	0.0% – 0.4%
Chamorro	0.0%	0.0%	0.0%	0.0% – 0.2%
Native Hawaiian	0.0%	0.1%	-0.1%	0.0% – 0.2%
Samoan	0.0%	0.0%	0.0%	0.0% – 0.2%
Other Native Hawaiian and Other Pacific Islander	0.1%	0.1%	0.0%	0.0% – 0.4%
Some Other Race	0.9%	7.0%	-6.1%	0.0% – 2.4%
Two or More Races	10.2%	11.1%	-0.9%	6.0% – 15.9%
White and Black or African American	1.1%	1.2%	-0.1%	0.0% – 2.7%
White and American Indian and Alaska Native	5.7%	0.7%	+5.0%	3.3% – 13.8%
White and Asian	0.5%	0.9%	-0.4%	0.0% – 2.0%
White and Some Other Race	2.0%	6.7%	-4.7%	0.2% – 6.9%
Black or African American and American Indian and Alaska Native	0.3%	0.1%	+0.2%	0.0% – 1.1%
Black or African American and Some Other Race	0.0%	0.3%	-0.3%	0.0% – 0.1%

Healthcare Market Demographics Report

Executive Summary

Key Demographic Findings

Population and Geographic Distribution

Age Demographics

Health Insurance Coverage

Disability Status

Income Distribution

Educational Background

Racial and Ethnic Composition

Target Audience Characteristics

Composite Demographic Profile

AI Recommendations

Priority Audience Segments

Geographic Strategy

Marketing Channel Recommendations

Messaging and Positioning

Specific Campaign Recommendations

Age Distribution

Income & Benefits

Health Insurance Coverage

Educational Attainment

Disability Status Of The Civilian Noninstitutionalized Population

Race

Hispanic Or Latino And Race

Data Visualizations

Educational Attainment

Age Distribution

Income & Benefits

Health Insurance Coverage

Educational Attainment

Disability Status Of The Civilian Noninstitutionalized Population

Race

Hispanic Or Latino And Race

Educational Attainment

Age Distribution

Income & Benefits

Health Insurance Coverage

Educational Attainment

Disability Status Of The Civilian Noninstitutionalized Population

Race

Hispanic Or Latino And Race

Disability Status Of The Civilian Noninstitutionalized Population — With a disability

Disability Status Of The Civilian Noninstitutionalized Population — With a disability

Interactive Maps Across All Categories