Laurence J Nathan, Kash Bita A
Department of Health Policy and Administration, School of Rural Public Health, Texas A&M University Health Science Center, College Station, Texas 77843, USA.
Health Mark Q. 2010 Apr;27(2):145-54. doi: 10.1080/07359681003745071.
Today, long-term care facilities are composed of independent, assisted living, and skilled nursing facilities along with many variations of those themes in between. The clientele for these various types of facilities differ because of the level of care the facility provides as well as the amenities long-term care consumers are looking for. However, there many similarities and common approaches to how reaching the target audience through effective marketing activities. Knowing who the target audience is, how to reach them, and how to communicate with them will serve any facility well in this competitive market. Developing marketing strategies for long-term care settings is as important as understanding what elements of care can be marketed individually as a niche market. Determining the market base for a facility is equally crucial since the target populations differ among the three types of facilities. By reviewing current marketing articles and applying marketing practices, we have crafted some general principles for which each facility type can learn from. Finally, we will discuss the types of marketing and how they related to the spectrum of long-term care facilities.
如今，长期护理机构包括独立生活设施、辅助生活设施和专业护理设施，以及介于这些主题之间的许多不同变体。这些不同类型设施的客户群体因设施提供的护理水平以及长期护理消费者所寻求的便利设施而异。然而，通过有效的营销活动接触目标受众的方式有许多相似之处和共同方法。了解目标受众是谁、如何接触他们以及如何与他们沟通，将使任何机构在这个竞争激烈的市场中受益。为长期护理机构制定营销策略与了解哪些护理要素可以作为利基市场单独营销同样重要。确定机构的市场基础同样至关重要，因为这三种类型的机构目标人群各不相同。通过回顾当前的营销文章并应用营销实践，我们制定了一些通用原则，每种设施类型都可以从中学习。最后，我们将讨论营销的类型以及它们与长期护理机构范围的关系。
