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Segmenting the preferences and usage patterns of the mature consumer health‐care market

Segmenting the preferences and usage patterns of the mature consumer health‐care market Purpose – While the mature consumer segment (55‐and‐older) is rapidly growing in size, so too are their preferences, motives and spending patterns. The health‐care product and services industry, an industry driven by age, is no exception to the need to identify and accurately target this aging consumer segment. The purpose of this paper is to report on the preferences and marketing implications of this mature consumer segment with respect to health‐care products and services. Design/methodology/approach – The information reported in this paper comes from two large‐scale national studies. The first study gathered information on health‐care services, information sources, payment systems, attitudes toward health‐care providers, and shopping habits. The second study gathered information on selected health‐care products, mass media habits, and several types of health‐related concerns and lifestyles. Findings – The results of these studies show major differences in the way in which consumers within the mature consumer segment respond to various health‐care marketing offerings and provide the basis for developing strategic recommendations for marketing health‐care products and services to the mature population. Originality/value – This paper uses a segmentation model based on aging processes and life circumstances, known as “gerontographics.” This unique segmentation technique has demonstrated superiority over the past 20 years through research conducted at the Center for Mature Consumer Studies at Georgia State University. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Pharmaceutical and Healthcare Marketing Emerald Publishing

Segmenting the preferences and usage patterns of the mature consumer health‐care market

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Publisher
Emerald Publishing
Copyright
Copyright © 2008 Emerald Group Publishing Limited. All rights reserved.
ISSN
1750-6123
DOI
10.1108/17506120810865398
Publisher site
See Article on Publisher Site

Abstract

Purpose – While the mature consumer segment (55‐and‐older) is rapidly growing in size, so too are their preferences, motives and spending patterns. The health‐care product and services industry, an industry driven by age, is no exception to the need to identify and accurately target this aging consumer segment. The purpose of this paper is to report on the preferences and marketing implications of this mature consumer segment with respect to health‐care products and services. Design/methodology/approach – The information reported in this paper comes from two large‐scale national studies. The first study gathered information on health‐care services, information sources, payment systems, attitudes toward health‐care providers, and shopping habits. The second study gathered information on selected health‐care products, mass media habits, and several types of health‐related concerns and lifestyles. Findings – The results of these studies show major differences in the way in which consumers within the mature consumer segment respond to various health‐care marketing offerings and provide the basis for developing strategic recommendations for marketing health‐care products and services to the mature population. Originality/value – This paper uses a segmentation model based on aging processes and life circumstances, known as “gerontographics.” This unique segmentation technique has demonstrated superiority over the past 20 years through research conducted at the Center for Mature Consumer Studies at Georgia State University.

Journal

International Journal of Pharmaceutical and Healthcare MarketingEmerald Publishing

Published: Apr 4, 2008

Keywords: Older consumers; Health services; Marketing strategy; Market segmentation; Personal health; Baby boomers generation

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