Having just been recruiting to a new community in Florida as the senior vice pre

Question

Having just been recruiting to a new community in Florida as the senior vice president for marketing, a review of the demographics made you realize the community was slightly older than you had initially been led to believe. As an attractive community, the area was increasingly drawing a large number of recently retiring seniors whose income was relatively good. The challenge was the primary and secondary service area was ringed with several good, competing facilities. At the other end of the distribution, there was a segment of the elderly who had been in the community and whose health might be considered fragile. The health system had now decided to form an accountable care organization. What are the key challenges for the population of these two segments? Outline the major marketing objectives for each group? Do they differ? Are there programmatic differences? How might the four Ps differ in responding to each market segment?

Explanation / Answer

The accountable care organizations include primary care physicians, specialists, and hospitals that work together collaboratively to provide quality care to the population of patients in the community at reduced cost. The key challenge is to provide quality service while trying to reduce the cost of the service. The community includes elder people who are retiring and the people with fragile health. They are prone to illness and should be treated with great care. As the primary and secondary service area has competent facilities it would be a challenge to get established in the community.

The marketing objectives should attract both the segments of elder people. The segment with retiring people having good income should be provided with facilities to maintain their health and leisure facilities to spend their time after retirement happily. The elder segment that has fragile health should be provided with enough care, medicines and health professional service to ensure they are treated well. Both the marketing objectives differ since first one should be aimed to offer luxury service to attract rich retiring people and other should be provided with serious medical care.

There is programmatic difference in marketing with respect to in the target customers and the ads should showcase the difference in services required by both segments to market effectively.

The four p’s in marketing include product, price, place and promotion. The product strategy should be designed to attract the target customers. Both the segment of customers need different services and the product should be designed to meet the customer expectation. The retiring authority should be provided product that offer routine checkups to ensure health and other wellness programs. The fragile community should be offered immediate patient care and other healthcare services required. The place of patient care facilities including hospitals should be easily reachable to ensure immediate care for the fragile community. The retiring community need perfect place for the wellness programs to be conducted and they would prefer place away from crowd. The pricing strategy for the retiring community can be comparatively high with fragile community since they prefer quality services and price may not be a concern for them. The fragile community should be offered health care services at reduced prices and the difference in pricing strategies for both segments would help to provide quality services without loss. The promotional strategies should be offered as per the Federal Trade Commission Act that forbids deceptive or misleading advertising and unfair business practices. The advertisements should focus both the segments and the message that needs to be conveyed by the advertisement differs for both the segments as per their requirement.

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