WHAT INFLUENCES THE MATURE CONSUMER?

The article considers the assertion that the older population should become the healthcare industry's preferred customer. The article notes the statistics that the older population spends more per individual for healthcare, and notes the reasons that increasing marketing to this population is a sound strategy. The article discusses a study, conducted by the Center for Mature Consumer Studies at Georgia State University, on a segmentation model called gerontographics, that studied the consumer habits of mature consumers. The study looked at hospital and physician choice, and findings as they relate to marketing to geriatrics.