Marketing Healthcare Products: Requirements, Understanding, and Contentment of Elderly Consumers in Assam, India

The elderly have needs and desires different to other consumers. Taking this into consideration, I seek to understand the needs, knowledge, and satisfaction levels of elderly consumers regarding healthcare products and services offered by healthcare companies. I identified a sample of 116 male and female participants aged 60 and above through purposive sampling and surveyed them with open-ended questions on needs, desires, levels of knowledge and satisfaction. A significant relationship was found among perceived healthcare products, the needs (such as medication, bathing, hygiene, mobility, caregiving services), and satisfaction levels. Furthermore, perceptions of healthcare products and services significantly predicted satisfaction levels—perceptions based on the marketing of healthcare products and services. This article assists us to understand marketing to the elderly and can help healthcare companies formulate better marketing strategies.