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Marketing quality in nursing facilities.

M A Chaiken1

  • 1Midway Nursing Home, Maspeth, NY 11378.

Health Marketing Quarterly
|December 10, 1991
PubMed
Summary

Understanding nursing home marketing requires knowing what influences families and professionals. Different groups value different components, necessitating targeted strategies for filling beds effectively.

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Area of Science:

  • Gerontology and Healthcare Management
  • Marketing and Consumer Behavior in Healthcare

Background:

  • Filling nursing home beds is a continuous challenge.
  • Marketing efforts target diverse stakeholders including families, prospective residents, and healthcare professionals.
  • Understanding decision-making influences is crucial for effective marketing.

Purpose of the Study:

  • To identify key factors influencing decisions regarding nursing home placement.
  • To analyze the relative importance of various components in facility selection across different groups.

Main Methods:

  • A questionnaire was administered to five distinct population groups.
  • Participants rated the importance of ten key components related to nursing home selection.
  • Comparative analysis of value perceptions among the groups was performed.

Main Results:

  • Significant similarities and notable differences were observed in the valuation of facility components across groups.
  • Stakeholder perceptions of nursing home facilities vary considerably (e.g., families vs. social workers vs. nurses).
  • Marketing strategies need to be tailored based on specific population segment priorities.

Conclusions:

  • Marketing dollars should be strategically allocated, targeting specific populations based on their unique evaluation criteria.
  • The findings highlight a need for more detailed, segmented information to effectively market nursing home beds.
  • Tailored communication and facility feature emphasis are essential for successful marketing initiatives.

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