The challenge of marketing home health care in the nineties.
This paper explores the recent growth and development of home health care services. Rising medical costs and technological and social changes have made home care a competitive alternative to hospitalization and other forms of institutionalization. Providers of home health care need to familiarize themselves with the demographic trends affecting their customer base. A strategic marketing orientation is suggested for future growth and profitability.
Balazs
A L
AL
School of Management, University of Massachusetts, Amherst 01003.
D000163:Acquired Immunodeficiency Syndrome / Q000628:therapy; D000368:Aged; D002648:Child; D002675:Child, Preschool; D003710:Demography; D006699:Home Care Services / Q000458:organization & administration*; D006801:Humans; D008389:Marketing of Health Services / Q000639:trends*; D014481:United States