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Key decisions in marketing plan formulation for geriatric services
D C Van Doren1, J R Durney, C M Darby
1Loyola College, MD.
Health Care Management Review
|January 1, 1993
Summary
Marketing geriatric services is crucial for healthcare institutions expanding their offerings. Service Line Management provides a framework for developing and marketing these essential elderly care services effectively.
Area of Science:
- Healthcare Management
- Geriatric Care Marketing
Background:
- Geriatric services have expanded beyond traditional settings to include community-based care.
- This expansion aims to enhance institutional promotion and ensure a continuum of care for the elderly.
Purpose of the Study:
- Analyze the significance of marketing geriatric services in contemporary healthcare.
- Identify Service Line Management as a key tool for geriatric service development and marketing.
- Examine critical management decisions in formulating geriatric service marketing plans.
Main Methods:
- Literature review on healthcare marketing and service line management.
- Analysis of case studies in geriatric service expansion.
- Framework development for geriatric service marketing strategy.
Main Results:
- Marketing geriatric services is increasingly vital due to demographic shifts and evolving healthcare landscapes.
- Service Line Management offers a structured approach to successfully develop and market diverse geriatric offerings.
- Key decisions involve market segmentation, service differentiation, and integrated marketing communications.
Conclusions:
- Effective marketing strategies are essential for the success of expanded geriatric services.
- Service Line Management is a critical component for healthcare organizations aiming to capture the growing geriatric market.
- Strategic planning and management are paramount for navigating the complexities of geriatric service marketing.