Having just been recruiting to a new com- munity in Florida as the senior vice presi- dent for marketing, a review of the demographics made you realize the com- munity was slightly older than you had initially been led to believe. As an attrac- tive community, the area was increasingly drawing a large number of recently retir- ing seniors whose income was relatively good. The challenge was 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 chal- lenges for the population of these two seg- ments? Outline the major marketing objectives for each group? Do they differ? Are there programmatic differences? How might the four Ps differ in responding to each market segment?