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Related Experiment Videos

Developing a strategic marketing plan for hospitals.

K Dychtwald, M Zitter

    Healthcare Financial Management : Journal of the Healthcare Financial Management Association
    |August 7, 1988
    PubMed
    Summary

    Developing a hospital marketing plan requires understanding the unique needs of the elderly. Strategies must address segmentation, pricing, and positioning for eldercare services.

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    Area of Science:

    • Healthcare Marketing
    • Geriatric Care Management
    • Strategic Planning

    Background:

    • The aging population presents unique challenges and opportunities for healthcare providers.
    • Hospitals must adapt their strategies to effectively serve the eldercare market.
    • Existing marketing approaches may not adequately address the specific needs of older adults.

    Purpose of the Study:

    • To outline the initial stages of developing a strategic marketing plan for hospitals targeting eldercare services.
    • To emphasize the importance of considering the unique needs of the elderly in marketing strategies.
    • To provide a framework for hospitals to capture a larger share of the eldercare market.

    Main Methods:

    • Analysis of key elements in strategic marketing plan development for hospitals.
    • Identification of specific factors relevant to the eldercare market.
    • Discussion of market selection, segmentation, targeting, pricing, and positioning.

    Main Results:

    • Effective eldercare marketing necessitates understanding the perceptual, cognitive, social, and psychological preferences of older adults.
    • Financial considerations, including third-party payers, are crucial.
    • The influence of families and physicians in decision-making must be integrated into the strategy.

    Conclusions:

    • Hospitals need a tailored marketing strategy for eldercare services.
    • Key strategic components include market segmentation, service targeting, pricing, and positioning.
    • Successful implementation can lead to a maximized share of the eldercare market.

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