From the case study 2.1 : capturing the "older adult " market ?

1. why did RmC think that older adults presented enough of a market opportunity to establish an entirely new program ?

Aret meseries The prosas al terpeline streupe is movilias ain virufer nemeries derelie to ben. Direct Marketing Custamer Reletionthip Managerment datatues Societ Martering malketing techngien. Case Stuor 21 Capturing the "Otder Adult" Market. decided on a multipronged campaign to approach the farget a variety of directions. The first phase of the promotionale this new program and be able to articulate its merits to pho ers. Many of the customers for the new program were likliy patients of RMC. Well before the new program was scheduled to optale an aggresslve PR campaign was initiated, Press releases ment. articles were prepared for local publications and profesions celebrity spokespeople were lined up. Simple yet attr. for distribution to prospective customers and to referral agents. channel customers to RMC. Information was distributed to organizations that might serve other needs of the target popates. community's major insurance plans were made aware of the momm and its benefits. Tours of the facility housing the new program weth to key constituents (e.8., referring physicians and health plat mite tives), and opert houses were scheduled for both medical prothse the general public. The marketing initiative also involved ditect solicitation of so of the target population, RMC extracted data from its internal dutate existing customers and purchased malling lists of households torita menbers aged 50 to 65 . Using the findings from previous restuon "buttons to push" in this age cohort, marketing staff prepared nxirat would appeal to the particular needs of older adults. The adkasilion then used to mail materials directly to targeted individuals. While RMC did not want to rely on expensive medla adortot attracting customers, its marketers felt that some media presol necessary - not anly to attract customers who might be missed that direct mall campaign but also to make the general public anat of thi program, in some cases, other family members might be toking of for the older ad ult population, and awareness of this progran of then the general public was considered important. After careful neseidet communication attributes of family caregivers, a series of suwspip, and television advertisements were produced. These advertistnet placed in the sections of the local newspaper thot members of this at ? reed, aired on the radio stations they preferred, and presented oo by sion channels they viewed most often. For the electronic inedibi