Elder consumer preferences of marketing strategies in the human services.
The marketing of health and social services to the aged is a relatively recent phenomenon. To explore the role of the older consumer in service marketing, a national analysis of preferred marketing methods in gerontological programs was carried out. Eighteen focus groups comprised of senior center participants (mean = 73.8 years) in six metropolitan areas was conducted (n = 220). Findings document considerable consensus across gender, ethnic, socio-economic, and racial cohorts. Preference was expressed for personal/direct forms of marketing. Regardless of age or level of infirmity, subjects identified with images of active and healthy elders. Sharp distinctions were drawn between marketing conducted by for-profit and not-for-profit organizations, as well as between marketing with a "selling" purpose versus that which is primarily informational. Results lead to recommendations for elder service providers on mounting a meaningful program of marketing initiatives. Supported by a grant from the AARP Andrus Foundation.
Kaye
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LW
Graduate School of Social Work & Research, Bryn Mawr College, PA 19010.
Reisman
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SI
D000368:Aged / Q000523:psychology*; D003258:Consumer Behavior / Q000706:statistics & numerical data*; D003625:Data Collection; D003710:Demography; D005260:Female; D017144:Focus Groups; D006299:Health Services for the Aged / Q000706:statistics & numerical data*; D006801:Humans; D008297:Male; D008389:Marketing of Health Services / Q000379:methods* / Q000706:statistics & numerical data; D012947:Social Work / Q000706:statistics & numerical data; D014481:United States; D014505:Urban Population