Comprehensive Report: Marketing in the Context of an Aging Population

This report examines the critical topic of marketing within the context of an aging global population. It begins by highlighting the demographic shift towards an older population and its implications for various sectors, particularly healthcare. The report analyzes current trends in old age services, emphasizing the increasing demand and profitability of the industry, while also acknowledging the challenges such as staffing shortages. The core of the report details a marketing plan focused on offering high-quality health services at affordable costs, creating enjoyable environments, and providing comprehensive healthcare support, including regular checkups and activities. It stresses the importance of recruiting dedicated staff and establishing partnerships with social communities to build trust and a strong customer base. The report recommends leveraging social media and search engine optimization to promote services effectively, ultimately concluding that successful marketing requires a focus on quality, affordability, and strategic alliances to remain competitive in the healthcare market. The report includes references to relevant research and publications.

Running Head: MARKETING IN AGING POPULATION
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Marketing in aging population
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MARKETING IN AGING POPULATION 1
Introduction
World is facing one of the major issues on the global platform which is ageing population. This
issue is continuously rising in almost every country all over the world. Ageing is acting as poison
for the recent population growth in order to transform traditional believes into an innovative
fortune (Bloom, Canning & Fink, 2010). In such a situation, it is almost impacting the overall
business trend of the world in terms of transportation, social protection, family structure, demand
for health care and so on. In this situation demand of health care is tremendously increasing and
so is their responsibility towards this ageing population. It has become important to offers high-
quality health service in such situation.
Trend in old age service
As per the given report, it has been found that almost 926 million individuals are above 60 in the
world which is almost covering 13 percent of the world population. In addition to this, this
ageing rate is continuously growing at a rate of 3 percent every year. At present, the region
which is in great trouble in this issue is Europe region because this region is having a large
number of percentage related to ageing population (Geue et al., 2014). In recent years, this
industry is continuously growing due to an increase in the percentage of this ageing population.
Currently, this industry is considered as one of the most profit making industry as compared to
other industry because at this point of age people are in need of support from others (Fehling &
Dassen, 2017). But at the same time challenges related to this industry is also growing very fast
such as finding highly qualified staff along with other medical facilities (Toyota & Xiang, 2012).
This is because many people are changing their profession from nursing because they believe
that this service is not offering them a good amount of income and workload is high as compared
to other jobs. As this service is connected with old age people care, therefore this industry is able
to develop a unique image in the market.
Current marketing plan
Organization works on the belief that old is gold and must be offered great health care service
because these are the people who have put a lot of effort to improve our present and now its time
to offer them the best services (Hajek et al., 2017). The organization has mainly focused on

MARKETING IN AGING POPULATION 2
offering high-quality health service within minimum cost which will offer them a better
opportunity to position their image in the minds of this ageing population.
Organization is aware that people above 60 years are in need of environment which is full of
enjoyment, bedding facility, medical support and better washrooms. So focus of this organization
is to offer the best health care to this population with the help of new strategy. In this plan,
organization is dedicated to recruiting those people in their service which believes in this service
and considered it as one of the most important social workers on the global platform (Nusem,
Wrigley & Matthews, 2017). In addition to this organization is also arranging proper living space
for this population so that they can live a comfortable life. In the entertainment, section
organization has focused on activities like laughing section, dance, exercise section. These
activities will help them to develop a strong relationship among them which is essential for
happiness. Dancing section will help them keep positive energy in them which will help them to
handle any kind of issue in their life.
In the health care section, this organization has focused on offering a regular checkup program in
which the individual will be checked in order to ensure their health. This regular checkup
program will help management of the organization to identify the physical and mental fitness of
the individual. In case of any issue, the individual will be immediately given health service as per
their need in order to improve their health. In addition to this, a one hour section related to yoga
and meditation will be carried on a daily base in order to ensure physical and mental health
wellbeing of the individuals.
In addition to this, the organization will ensure that people who believe in the importance of this
service will get associated with the organization. These people must believe in giving back to the
community in terms of offering them high-quality medical service. The organization will provide
quality health care service by including registered nurses along with health specialist (Inoue,
2016). The management of the organization will also include health dietitian which will help in
preparing proper health food which will be full of nutrients which are essential for this age
group. One of the main focused areas will maintain hygiene in the living facilities because it has
been seen that many health care centers are not able to maintain hygiene in their premises and as
a result of this individuals are always in risk related to their health.

MARKETING IN AGING POPULATION 3
Organization will also develop a strategic partnership with social communities which are also in
the same line and believe in service old age people. In this management of the organization will
offer all type of help to this social health community in terms of financial support, manpower
support as well as technology support (Naimoli et al., 2015).This will help the organization in
creating a unique image in the market with the help of this social community partnership because
this community is offering its service free of cost to the local individuals. In this case, local
social community will act as marketing advocator for this organization.
These activities will help the organization in positioning their image in the minds of the ageing
community that they are dedicated towards their service and there will encourage this section of
population towards this organization (Lingliang, 2016). This will help the organization in gaining
the trust of the community and form a strong customer base which is essential for the growth and
development of the organization. Their key strategic partnership with the local health community
will help the organization to remain sustainable in the market in terms of financial support.
Recommendation
In order to promote their service in the market, one of the best options available for the
organization is to make use of social media tools such as Facebook, Instagram, and YouTube.
This will offer two types of benefit to the organization. One will be a promotional cost and others
will be a wide range network. In this organization must upload images and videos of their service
on their pages and must connect the image with the service which is ageing facilities. This will
help the organization in gaining a competitive advantage over other organization. In addition to
this organization can make use of advanced technology such as search engine optimization in
which organization will be able to highlight their position in the first page of Google search
which will create a different impression on the minds of the customer.

MARKETING IN AGING POPULATION 4
Conclusion
Currently health care marketing is very competitive marketing due to a large number of
organization present in the market. In order to remain sustainable in the market, organization
must focus on offering high-quality service within a low price so that individual can afford this
service. Organization must form a strategic alliance with the local health community in order to
again unique image in the market. This will help in developing a strong customer base and will
offer financial support.

MARKETING IN AGING POPULATION 5
References
Bloom, D. E., Canning, D., & Fink, G. (2010). Implications of population ageing for economic
growth. Oxford review of economic policy, 26(4), 583-612.
Fehling, P., & Dassen, T. (2017). A critical systematic review and synopsis of the alignment of
scientific developments in surveillance technology in nursing care facilities. Journal of
Nursing, 4(1), 1.
Geue, C., Briggs, A., Lewsey, J., & Lorgelly, P. (2014). Population ageing and healthcare
expenditure projections: new evidence from a time to death approach. The European
Journal of Health Economics, 15(8), 885-896.
Hajek, A., Lehnert, T., Wegener, A., Riedel-Heller, S. G., & König, H. H. (2017). Factors
associated with preferences for long-term care settings in old age: evidence from a
population-based survey in Germany. BMC health services research, 17(1), 156.
Hardman, R. J., Kennedy, G., Macpherson, H., Scholey, A. B., & Pipingas, A. (2015). A
randomised controlled trial investigating the effects of Mediterranean diet and aerobic
exercise on cognition in cognitively healthy older people living independently within
aged care facilities: the Lifestyle Intervention in Independent Living Aged Care
(LIILAC) study protocol [ACTRN12614001133628]. Nutrition journal, 14(1), 53.
Inoue, M. (2016). The influence of sociodemographic and psychosocial factors on advance care
planning. Journal of gerontological social work, 59(5), 401-422.
Lingliang, Z. (2016). Conceptual analysis of China’s belt and road initiative: a road towards a
regional community of common destiny. Chinese Journal of International Law, 15(3),
517-541.
Naimoli, J. F., Perry, H. B., Townsend, J. W., Frymus, D. E., & McCaffery, J. A. (2015).
Strategic partnering to improve community health worker programming and
performance: features of a community-health system integrated approach. Human
resources for health, 13(1), 46.
Nusem, E., Wrigley, C., & Matthews, J. (2017). Exploring aged care business models: a
typological study. Ageing & Society, 37(2), 386-409.
Toyota, M., & Xiang, B. (2012). The emerging transnational “retirement industry” in Southeast
Asia. International Journal of Sociology and Social Policy, 32(11/12), 708-719.