Marketing | Elder Care Health Services

Target Market

The target market for this organization is the elderly population (over 65) in Lafayette, Indiana and surrounding more rural communities. This organization covers services for healthy older adults, including wellness classes and educational courses on using modern technology to those at end stages needing hospice services, and everything in between. We aim to provide all necessary services to help the elderly population be successful in the last portion of their lives.

Demographic

Demographic refers to age, gender, religion, income, occupation, or ethnicity of an individual (Mailchimp, 2023). Our organization targets all demographics in the area. We aim to serve seniors 65 and over, using most insurances for services such as rehabilitation services, reasonable pricing for services such as home aide, and free wellness and education courses

Geographic

Geographic refers to where somebody lives. Our program targets the elderly population in Lafayette, Indiana and smaller surrounding communities, stretching to nearly a 20 mile radius in all directions to towns like Otterbein and Cutler, IN.

Segmentation Variables

Segmenting your target audience aids in creating an effective marketing strategy by allocating resources effectively and ensures your audience receives the most relevant content (Mailchimp, 2023). The segments include demographic, geographic, psychographic, and behavioral.

Measurable Marketing Strategies with Analysis, Measurement, and Incorporation of Market Segmentation

Community Engagement

Analysis: Free community events can broaden access to care and improve health outcomes (Fritz et al., 2023). By creating our own community wide events or engaging in other events, we are able to market our services and provide visual reminders of our programs. We could also go a step further and incorporate a service such as a wellness class during an event to help people see what the organization offers.

Measurement: You can assess number of attendees to your event as well as the number of new patients pre and post event.

Market Segmentation: These events are open to all in Lafayette and surrounding areas, no matter your demographics, in order to improve psychographic and behavioral factors about healthcare and your services in particular.

Social Media and Radio

Analysis: Many older adults do not use technology well, limiting the effectiveness of online marketing through social media. By providing free programs to improve technological literacy or creating radio or television advertisements, you may be able to reach this target age group more effectively. It is said that adults spend 16 hours of television advertisements per year, demonstrating the effectiveness of this method (Hoffins et al., 2025).

Measurement: Assessing number of new patients before and after teaching a technology class or before and after your radio/television advertisement runs for 1 month.

Market Segmentation: This method includes market segmentation by including a free class to improve technology literacy, and providing marketing through the radio or television in which more people in rural and low-income locations have access to.

Search Engine Optimization

Analysis: With a newer and smaller organization in the community, it is important to get your name out there. By budgeting for search engine marketing you are able to be at or near the top of the list when patients search for nearby services, elderly care, or even when searching for symptoms.

Measurement: You are able to assess the number of new patients after 1 month of utilizing this method or just the number of clicks your website is getting to assess attention.

Market Segmentation: This can use the behavioral factors of patients to get your organization known, and connect psychographic factors of patients to your own by connecting their attitudes and values with your own.

Surveying

Analysis: By using a "how did you hear about us?" portion on intake forms for new patients, on yearly patient information forms, or through email or text, you can assess how you are attracting your patient base (Weller, 2025). You can then use this information to place more resources in that method to grow your patient base further.

Measurement: You can implement this for 6 months, assess the findings, and lean into that method of marketing. You can then assess if your patient base stays the same, declines, or grows as a result.

Market Segmentation: This includes all new and current patients, using an easy method in which all can participate such as answering a question on an intake form. This will help you understand psychographically why your customers have chosen your health care organization.

Referral Programs

Analysis: This can be done by implementing a referral program in which a customer can receive a "gift" such as a small gift card or reduced price service by referring another patient (Weller, 2025).

Measurement: Assessing how many referrals there are prior to implementing the program and after. You can also assess how to best motivate your patient base.

Market Segmentation: This may appeal to those from all socioeconomic backgrounds and may bring more attention and satisfaction from those with other psychographic or behavioral factors.

Anticipated Challenges and Potential Solutions

Challenge: Difficulty reaching target audience due to low digital literacy or lack of Wi-Fi or access to computers.

Solution: To combat this, I would explore other methods of marketing such as radio advertisements and posting flyers at local popular spots in which the demographic would visit. I would also rely on referrals and word of mouth, promoted by healthcare providers with good rapport.

Challenge: Staffing and volunteer limitations for all services provided.

Solution: Due to being close to Purdue University, it would be helpful in collaborating with the school to provide students with part time jobs or volunteer opportunities to teach classes or provide able home care services.

Challenge: Lack of transportation to services.

Solution: To combat this, depending on staffing, we could add a transportation service to our organization. We could also collaborate with local services such as City Bus Access to schedule pick ups and drop offs at our locations to make it easier on customers to attend programs.