401 PPTS

  1. Marketing
    A social process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others
  2. Relationship Marketing
    Process of proactively building a bias or preference for an organization with a goal to maintain a mutually satisfying long-term relationship. Shift from satisfying customers needs on an individual basis & shift toward an organization's efforts to build and retain long-term customer loyalty that is mutually satisfying to both parties
  3. Segmentation
    • The process of dividing a market into subsets with similar buying habits or characteristics
    • It is the opposite of mass marketing (same marketing approach for all customers)
    • It targets those who are most likely to use the product or service
  4. Marketing mix
    Product, Price, Promotion, and place of distribution can be tailored to satisfy the needs of a particular segment
  5. Senior Marketing Segment
    Seniors are considered those age 65 and older but the age range may be different for long-term care marketing needs.

    The older segment of the population is: rarely homogeneous, very diverse (needs, lifestyles, and preferences)

    Age is a credible factor for long-term care services; however it is NOT a good predictor of behavior for marketing strategies
  6. Market Segments
    • An ideal market segment fits three criteria:
    • 1. Of sufficient size
    • 2. Has potential for growth
    • 3. Has a relatively underserved need

    A pivotal issue in market profitability is that the segment be stable and actionable in the long term
  7. In healthcare Marketing.. Organizations must
    • -Analyze their own capabilities
    • -Research a targeted segment
    • -Ensure they can execute a strategy
    • -Match and even exceed the competition's offerings

    An organization's culture and mission should align with the needs of the segmented group
  8. Human Resources: The lifeblood of an organization
    Long-term care is a labor intensive industry

    The long-term care workforce is a group of dedicated individuals committed to working with a vulnerable segment of the population

    The workforce is a diverse group with a wide range of skills
  9. Human resources professionals in an LTC service organization must be aware of:
    • -Issues of an aging population and disease acuity
    • -Long term care staffing shortages
    • -Employee retention issues
    • -Cultural competency issues
    • -The globalization of healthcare and how this affects clients and staff in LTC organizations
  10. Deficiency
    A facility's failure to meet a participation requirement
Card Set
401 PPTS
LTC Powerpoints for final