DDHA 8801 Week 2 Market Analysis Example

Adult Joint Care in Brown County, Wisconsin, Counted Rather Than Described: A Service Area Analysis Built Only From Published Figures, Each With Its Agency and Year

Student Name

Walden University

DDHA 8801: Building Healthcare Brand and Alliances

Instructor Name

Month Day, Year

Adult Joint Care in Brown County, Wisconsin, Counted Rather Than Described: A Service Area Analysis Built Only From Published Figures, Each With Its Agency and Year

The Market Being Analyzed

This analysis draws the market before counting anything in it. The service area is Brown County, Wisconsin, which includes Green Bay and its suburbs and lies almost entirely within about a 30-minute drive of central Green Bay. The service line is adult joint care: evaluation and treatment of hip and knee arthritis, from a first orthopedic visit through joint replacement and rehabilitation. The analysis supports positioning work for Bayshore Health, a composite health system used throughout this course, whose orthopedic program serves the county. Bayshore is invented; the county figures are real, and each is attributed to the agency that published it.

The Figures

The population figures come from the American Community Survey (U.S. Census Bureau, 2025), the prevalence estimates from the PLACES project (Centers for Disease Control and Prevention, 2025) and the clinician count from Medicare's public file of enrolled clinicians (Centers for Medicare & Medicaid Services, 2026). One derived figure is useful: applying the arthritis prevalence to the county's roughly 213,900 adults suggests about 54,000 adults with diagnosed arthritis. That is an estimate built from two published figures, not a published count, and it inherits the uncertainty of the prevalence range.

Table 1

Brown County, Wisconsin: Published Figures Bearing on Adult Joint Care

Ranges in parentheses are the 95% confidence intervals PLACES publishes with its model-based county estimates; insurance shares are of the civilian noninstitutionalized population in each age group.

How the Figures Were Gathered

The census figures were retrieved through the Census Reporter interface to the 2024 one-year estimates, the PLACES estimates through the CDC's open data portal and the clinician count through a query of Medicare's provider data catalog, filtered to orthopedic surgery as the primary specialty and to Green Bay practice addresses on the retrieval date. One-year survey estimates carry margins of error that are not shown in the table; for groups of the size reported here they are small relative to the figures, but the insurance shares in particular should be read as approximate. Anyone repeating the analysis can rebuild every row from these three sources.

What the Table Shows

Three movements in the table bear on positioning. First, the age groups at which hip and knee arthritis most often leads to orthopedic care are large. Residents aged 55 to 74 number about 63,600, nearly a quarter of the county, and those aged 65 to 74 alone number about 29,400. These are people with years of active life ahead, many still working.

Second, coverage differs sharply by age. Among residents aged 35 to 64, two thirds hold employer coverage only and about 4% are uninsured. Among those 65 and over, half report Medicare alone and nearly a fifth combine Medicare with a plan they bought themselves. The survey does not separate Medicare Advantage from traditional Medicare, so it cannot say how many older residents are in plans with restricted networks, which matters greatly for any orthopedic program trying to win referrals.

Third, the supply of orthopedic surgeons is substantial. Fifty-six Medicare-enrolled clinicians with orthopedic surgery as their primary specialty list a practice address in Green Bay, about 20 for every 100,000 county residents. That count includes surgeons who may spend part of their time elsewhere and excludes those who list another city, so it is approximate in both directions. It suggests a market where access to an orthopedic surgeon is not scarce in general, so a program cannot win simply by being available.

High obesity and mobility disability figures matter as well: obesity is a recognized risk factor for knee arthritis, and a mobility disability affects how easily a patient can reach a clinic and complete rehabilitation.

What the Figures Cannot Say

The table counts people and clinicians; it does not count procedures. County-level hospital discharges by service line are compiled by Wisconsin's hospital association but are sold rather than published, so this analysis does not use them and makes no claim about market share. The figures also cannot say which providers residents already use, how many are in Medicare Advantage plans or how strongly they prefer one system over another. Those questions need the competitor review and audience work that follow, and some of them need data Bayshore would have to buy or collect.

Implication for Positioning

The figures point away from competing on availability and toward a specific group: residents aged 55 to 74 with arthritis, many still working, most with employer coverage before 65 and Medicare after. In a county with many orthopedic surgeons, Bayshore's position will have to rest on something other than having them.

References

Centers for Disease Control and Prevention. (2025). PLACES: Local data for better health, county data 2025 release [Data set]. https://data.cdc.gov/resource/swc5-untb

Centers for Medicare & Medicaid Services. (2026). Doctors and clinicians national downloadable file [Data set]. https://data.cms.gov/provider-data/dataset/mj5m-pzi6

U.S. Census Bureau. (2025). American Community Survey 1-year estimates, 2024: Tables B01001 and B27010, Brown County, Wisconsin [Data set]. https://data.census.gov/