Consider the implications of heavy half segmentation in health care. The strategies and marketing objectives differ in a fee-service versus a managed care model. In a fee-for-service setting, objectives are similar to the beer company. A specialist who has a heavy half segment of PCP referrals wants to maintain the loyalty of the group. No changes will be made regarding referrals are handled unless first checked with the loyal users. The worst strategy would be to change the service in response to a few complaints, only to find that change is unpopular among the heavy half segment.