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Influence patterns and determinant attributes in nursing home choice situations.

G R Jarboe, C D McDaniel

Journal of Health Care Marketing

|February 4, 1986

Summary

Nursing home characteristics can be grouped into care-related and unrelated factors. Different stakeholders respond uniquely to these characteristics, suggesting tailored marketing strategies are more effective than a uniform approach.

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Area of Science:

Gerontology
Healthcare Management
Marketing Science

Background:

Understanding factors influencing nursing home selection is crucial for providers.
Previous research often overlooks the differential impact of facility characteristics on various stakeholders.

Purpose of the Study:

To identify distinct categories of nursing home characteristics.
To examine how different influencers (e.g., doctors, discharge planners) perceive these characteristics.
To inform marketing strategies for nursing home facilities.

Main Methods:

Factor analysis was employed to categorize nursing home attributes.
The study analyzed the responses of various stakeholders to these attributes.

Main Results:

Nursing home characteristics were broadly classified into two main groups: those directly related to care quality and those not directly related.
Stakeholders, including physicians, discharge planners, and family members, exhibited varied responses to these characteristic categories.
A one-size-fits-all marketing approach may not be optimal due to these differing perceptions.

Conclusions:

Nursing home marketing should consider segmenting audiences based on their unique responses to facility characteristics.
Differentiated marketing strategies, acknowledging the distinct influence of care-quality-related and unrelated factors, are recommended.
Optimizing marketing mix requires understanding the varied perspectives of key decision-influencers in nursing home placement.

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