The effectiveness of services marketing: perceptions of executive directors of gerontological programs.
Interest in marketing services, as opposed to products, has gained considerable momentum in recent years. The author conducted a survey of human service executives in six metropolitan areas to gauge the current status and efficacy of marketing efforts in programs for the aged. Findings confirm that the majority of health and social service organizations now employ marketing strategies of some kind, although somewhat insensitive and inadequate. The most common indicator of marketing success has been increments in the number of clients served. Health organizations are significantly more likely to measure the effectiveness of marketing efforts than social service agencies. Agencies commonly employ multiple marketing strategies, with face-to-face approaches proving to be the most effective. Least effective are public service messages and commercials on television/radio. The author suggests recommendations for mounting more efficacious and sensitive marketing programs in the human services.
Graduate School of Social Work and Social Research, Bryn Mawr College, PA 19010.
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Kaye
D000368:Aged; D001291:Attitude of Health Personnel; D003362:Cost-Benefit Analysis / Q000706:statistics & numerical data; D006302:Health Services Research; D006299:Health Services for the Aged / Q000458:organization & administration* / Q000706:statistics & numerical data; D006801:Humans; D008389:Marketing of Health Services / Q000379:methods / Q000706:statistics & numerical data*; D015397:Program Evaluation; D012947:Social Work / Q000458:organization & administration* / Q000706:statistics & numerical data; D011795:Surveys and Questionnaires; D014481:United States; D014505:Urban Population