title: Developing a strategic marketing plan for hospitals.
abstract: The initial stages of developing a strategic marketing plan for hospitals are explored in this excerpt from the book, The Role of the Hospital in an Aging Society: A Blueprint for Action. The elderly have unique perceptual, cognitive, social, and psychological needs and preferences, and a marketing strategy for eldercare services must reflect these factors, as well as the financial role of third-party payers and the decision-making influence of families and physicians. Among the elements the hospital must address when developing a marketing strategy are market selection and segmentation, targeting markets with specific services, pricing, and positioning the hospital for a maximum share of the eldercare market.
mesh_terms: D000367:Age Factors; D000368:Aged; D003710:Demography; D005376:Financial Management; D005377:Financial Management, Hospital; D006299:Health Services for the Aged / Q000191:economics*; D006801:Humans; D008389:Marketing of Health Services / Q000379:methods*; D008875:Middle Aged; D010934:Planning Techniques; D011907:Rate Setting and Review; D014481:United States