8. Having just been recruited to a new community in Florida as the senior vice president for marketing, you realize that a review of the demographics shows the community was slightly older than you were initially told. As an attractive community, the area was increasingly drawing a large number of recently retiring seniors whose income was relatively good. The challenge was that the primary and secondary service area was ringed with several good, competing facilities.

At the other end of the distribution, there was a segment of the elderly who had been in the community and whose health might be considered fragile. The health system had now decided to form an accountable care organization. What are the key challenges for the population of these two segments?

Outline the major marketing objectives for each group? Do they differ? Are there programmatic differences? How might the four P’s differ in responding to each market segment?