Senior Citizens Case Study

1. Reducing Falls of Senior Citizens
A Case Study
By John Meyer

2. Charlotte County, Florida

3. Popular Retirement Area

4. Falls are Serious Problem
• 2.8 Million Seniors are treated for falls annually.
• 800,000 Seniors are hospitalized due to falls.
• $38 billion spent on medical care for Seniors who fall.

5. Face of the Campaign

6. Why this Charlotte County Campaign Matters
• 3,882 Seniors will require medical care for a fall this year.
• $52,682,622 will be spent on this medical care.
• Of these 3,882 Seniors, 225 will fall again the following year.
• Night light installation should keep 45 of those from falling again.

7. Target Audience
Seniors Who Had Fallen Once Before
• Easy to identify.
• Should be receptive to avoiding another fall.
• Value quality of life.

8. Barriers, Benefits, and Motivators
• Barrier – Belief another fall will not happen.
• Benefit – Avoiding another fall, medical care, hospitalization, or death.
• Motivators – Maintain the quality of life, avoid more health care costs.

9. The Marketing Mix

10. Product
• Behavior Objective – Install night lights.
• Core Product – Reduction in falls.
• Actual Product – Night lights.
• Augmented Product – Volunteer Installation.

11. Price
• Free Night Lights – represent a decrease in monetary costs of behavior.
• Free Installation – represents a decrease in non-monetary cost of behavior.

12. Place
• Convenient location - Program information where treated for first fall.
• Easy sign-up – Client will be contacted by phone.
• Easy implementation – Volunteers will install night lights.

13. Promotion
• The Message – If you can see it, you can’t trip over it!
• The Messengers – The Cultural Center, Walk-in Clinics, and Ers.
• The Strategies – Keep it simple, and focus on the benefits.

14. Social Marketing Campaign Results
• Expected Outcome - 20% reduction in expected repeat falls of Seniors.
• Expected Impacts - Improved quality of life and fewer medical costs.
• Expected ROI – 103%

15. What was Learned?
• Important to narrow the scope of any social marketing campaign.
• Targets should be easily identified.
• Goals must be SMART.
• Don’t ignore the 4 P’s.
• Closely monitor the program to make changes where needed.

16. The End
Thank You
For
Your Attention!

17. References
The Cultural Center of Charlotte County, Inc. (2016). Retrieved from
http://www.theculturalcenter.com/
Important facts about falls | home and recreational safety | CDC injury center. (2016,
September) Retrieved from
http://www.cdc.gov/homeandrecreationalsafety/falls/adultfalls.html
Kotler, P., & Lee, N. (2016). Developing a plan for monitoring and evaluation. In Social
marketing: Changing behaviors for good (5th ed., p. 423). Thousand Oaks, CA: Sage
Publications, Inc.