Affordable Access

Targeting the mature consumer market.

Authors
  • Moschis, G P
  • Bellenger, D N
  • Kennett, P A
  • Aab, L E
Type
Published Article
Journal
Health services management research : an official journal of the Association of University Programs in Health Administration / HSMC, AUPHA
Publication Date
May 01, 1996
Volume
9
Issue
2
Pages
90–97
Identifiers
PMID: 10156916
Source
Medline
License
Unknown

Abstract

The aging population in the USA makes skill in marketing to the mature consumer increasingly important. The biophysical and psychosocial aging process create a need for specific strategies to address the changes brought on by age. This study attempts to ascertain the degree to which the health service providers recognize some of the needs of the elderly market and the degree to which marketing programs are addressing these needs. A comparison with other industries is also provided. The results indicate that 4 out of 16 strategies directed at the mature market have been used by more than 80% of health care respondents. In addition, there are significant differences between the health care industry and other industries for five of the strategies. All but two of the strategies are thought to be important by more than half of the survey respondents.

Report this publication

Statistics

Seen <100 times