Solution
David answered on
Dec 21 2021
The ageing population and its impact on healthcare marketing behaviours and expectations
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1400 - 1600 words
Select a significant contemporary issue in health care relevant to cu
ent and future
generations.
The study method and design are described in detail and unambiguously.
There is a coherent, direct alignment among the topic, research questions, site,
population, method, design, collection, analyses, presentation, and interpretation.
The design and logic are dependent on, directly aligned with, and appropriate to the
problem under investigation.
The study method and design are described in detail and unambiguously.
There is a coherent, direct alignment among the topic, research questions, site,
population, method, design, collection, analyses, presentation, and interpretation.
The design and logic are dependent on, directly aligned with, and appropriate
to the problem under investigation.
1
This paper will address what changing in age and mortality characteristics, and what
that means for both healthcare and healthcare marketing. This issue arguably the largest
single coming issue in healthcare, so prevalent that it is often refe
ed to as a „timebomb‟
(Hall, 2012) because of the scale and inevitability of the changes it will cause. As a result, it
necessary to quantify these changes in order to best prepare for the most probable outcomes
in healthcare over the next two decades, both in terms of how services must operate and of
what markets are likely to become larger.
Background
This problem is a conflation of the following factors, which true across the developed
(and in most cases, developing) world:
The population is, on average, aging, as people have less children and live longer.
People spend substantially more on healthcare when they are over 64 than at any other
time in their lives
Although healthcare costs in general are falling, they are staying the same or rising for the
over-65s. As mortality decreases, mo
idity is becoming the major concern of healthcare
“Baby Boomers”, who were the principal actors and beneficiaries of the global economic
growth between 1950 and 2000, will soon become elderly.
State expenditure on healthcare is almost certain to be significantly expanded for the
foreseeable future, partly because the elderly tend to vote in high numbers.
2
The Problem
All of this means that the oncoming wave of Boomer elderly must be analysed in
detail in order to anticipate the changes in healthcare itself, as well as the marketing around it,
that must occur. Old truths of healthcare marketing – such as that the elderly are unlikely to
use computers – are becoming untrue, as more and more Boomers, who are more familiar
with the use of technology generally, come online; indeed, the fastest growing group on the
internet is the over-55s. There are several dimensions to the problem. First and foremost,
Boomers cannot be treated the same way as the existing elderly, either by the industry or by
marketers. As Cu
y (2005) makes clear, both Boomer and the next wave of the elderly after
them (“Generation X”) have differing expectations of job satisfaction within healthcare
organisations. He argues that this will have three effects on the healthcare industry; there will
e a loss of intellectual capital as Baby Boomers retire, taking valuable experience and skills
with them; there will be a general shortage of highly-skilled labour in other, connected areas;
and the protestant work ethic is likely to give way to a more balanced, liberal approach
The problem has also been studied in term of overall impact, as in “The Boomers Are
Coming: A Total Cost Of Care Model Of The Impact Of Population Aging On Health Care
Costs In The United States By Major Practice Category” (Martini et al, 2007), in which they
find that While per capita costs due to aging will only increase by 18% over the period...