Jove
Visualize
Contact Us
JoVE
x logofacebook logolinkedin logoyoutube logo
ABOUT JoVE
OverviewLeadershipBlogJoVE Help Center
AUTHORS
Publishing ProcessEditorial BoardScope & PoliciesPeer ReviewFAQSubmit
LIBRARIANS
TestimonialsSubscriptionsAccessResourcesLibrary Advisory BoardFAQ
RESEARCH
JoVE JournalMethods CollectionsJoVE Encyclopedia of ExperimentsArchive
EDUCATION
JoVE CoreJoVE BusinessJoVE Science EducationJoVE Lab ManualFaculty Resource CenterFaculty Site
Terms & Conditions of Use
Privacy Policy
Policies

Related Experiment Videos

Targeting the mature consumer market.

G P Moschis1, D N Bellenger, P A Kennett

  • 1Georgia State University, College of Business Administration, Atlanta, USA.

Health Services Management Research
|April 7, 1996
PubMed
Summary

Marketing to older adults is crucial due to the aging population. Health services recognize mature consumer needs, but strategies for the elderly market show varied adoption and industry differences.

Related Concept Videos

You might also read

Related Articles

Articles linked to this work by shared authors, journal, and citation graph.

Sort by
Same author

The role of birthing centers in hospital marketing.

Health care management reviewยท1990
See all related articles

Area of Science:

  • Gerontology
  • Health Services Marketing
  • Consumer Behavior

Background:

  • The aging population in the USA necessitates specialized marketing strategies for mature consumers.
  • Biophysical and psychosocial changes associated with aging require tailored approaches in service delivery and marketing.
  • Understanding the unique needs of the elderly market is essential for effective engagement.

Purpose of the Study:

  • To assess health service providers' recognition of elderly market needs.
  • To determine the extent to which current marketing programs address these needs.
  • To compare marketing strategies in the health sector with those in other industries.

Main Methods:

  • Survey of health service providers regarding marketing strategies for the mature market.
  • Analysis of the adoption rates of 16 specific marketing strategies.
  • Comparative analysis between the health care industry and other sectors.

Main Results:

  • Over 80% of health care respondents utilize 4 out of 16 identified marketing strategies for the mature market.
  • Significant differences exist in the application of five marketing strategies between the health care industry and other industries.
  • More than half of all respondents consider all but two of the strategies to be important.

Conclusions:

  • Health care providers acknowledge the importance of marketing to older adults.
  • There is a gap between recognized needs and the implementation of comprehensive marketing strategies for the elderly.
  • Industry-specific variations in marketing approaches warrant further investigation.

Related Experiment Videos