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首页> 外文期刊>International Journal of Pharmaceutical and Healthcare Marketing >Segmenting the preferences and usage patterns of the mature consumer health-care market
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Segmenting the preferences and usage patterns of the mature consumer health-care market

机译：细分成熟的消费者保健市场的偏好和使用模式

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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.
机译：目的–虽然成熟的消费群体（55岁及以上）的规模正在迅速增长，但他们的偏好，动机和消费模式也是如此。受年龄驱动的医疗保健产品和服务行业也不例外，需要识别并准确定位该老龄化的消费群体。本文的目的是报告这个成熟的消费者群体在保健产品和服务方面的偏好和市场影响。设计/方法/方法–本文报道的信息来自两项大规模的国家研究。第一项研究收集了有关医疗保健服务，信息来源，支付系统，对医疗保健提供者的态度以及购物习惯的信息。第二项研究收集了有关精选保健产品，大众媒体习惯以及几种与健康相关的关注和生活方式的信息。研究结果–这些研究的结果表明，成熟消费者细分市场中消费者对各种保健营销产品的反应方式存在重大差异，并为制定战略建议以向成熟人群销售保健产品和服务提供了基础。原创性/价值–本文使用基于衰老过程和生活环境的细分模型，称为“老年医学”。通过在佐治亚州立大学成熟消费者研究中心进行的研究，这种独特的细分技术已在过去20年中证明了其优越性。

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