Marketing to the mature population, Part 1: Evaluating the attractiveness of the mature population

The mature population represents a major market force for the 1990s and the 21st century. Individuals age 65 and older make up a sizable percentage of the population and spend billions of dollars on health-related products and services. Despite the size and apparent attractiveness of this market, it may not be an easy one to penetrate. Pharmacists must recognize the vast differences within this group in terms of what its members want and expect from pharmacies. Only by understanding the unique attributes of the specific subgroups can pharmacists develop an effective marketing plan to serve their needs profitably. Specific marketing techniques for attracting segments of the mature population are described in Part 2.