This study investigates consumer attitudes toward the use of marketing practices by the health care industry. The survey results show significant differences in consumers' attitude toward the use and effects of various marketing practices by the two types of provider (hospital and physician). Theoretical and empirical implications are discussed.
The behavioral patterns of the elderly population as they relate to the process of obtaining information on services such as health care are not currently well understood. The research reported in this paper examines information usage behavior of the elderly based on a survey consisting of 1060 personal interviews. An examination is made of the sources of information for health care services utilized by the elderly based on demographics and behavioral dimensions.
The Older Americans Act of 1965 was implemented to provide assistance in the development of new or improved programs to help older persons through grants for the States. Community planning, and services for training, were established within the Department of Health, Education, and Welfare under an agency designated as the Administration on Aging (Older Americans Act of 1965, p. 1). There has been an evolution of Community Nutrition services for the elderly. The original purpose was the establishment of community based congregate dining sites where seniors would come together for food and fellowship. The homebound seniors were recognized and home-delivered meal service was developed. This home delivered meal service has steadily increased as the participant population has changed with less family support and is becoming older and frailer while congregate participation has decreased. The challenge to marketers is to continue to bring together the need for nutritional assistance in the elderly population and nutritional programs to satisfy that need. The authors have conducted a nutrition service program study that can benefit the industry that serves this segment of the population. This study observes trends and behaviors and can assist the development of new products and services for the aging.
Hospitals have been advised to respond to environmental pressures by changing from a product to a market orientation. Such changes are difficult to accomplish because of the entrenched behaviors and attitudes of hospitals employees. This article proposes organizational cultures as the avenue to a market orientation. It describes the role of hospital culture as an antecedent to market orientation. It also suggests ways to develop and maintain a market-oriented culture in hospitals.
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