SOCIAL GERONTOMARKETING IN THE HEALTHCARE SECTOR: ESSENCE, KEY TASKS, INTERACTION WITH TARGET AUDIENCES

Abstract

The article provides an overview of modern approaches to the interpretation and understanding of social marketing, what has allowed us to conclude that at present the category of “social marketing” is interpreted very broadly, and a unified approach has not yet been formed. The authors have proposed their own point of view suggesting that social marketing is a marketing of social ideas, which can be implemented both in commercial and non-commercial sphere. The article discusses social marketing as part of the concept of gerontomarketing in the healthcare sector. The authors have singled out target groups, and formulated social objectives. The author’s approach is proposed, which involves the determination of four levels of interaction of social marketing, which, unlike the existing ones, ensures the unity of a company’s activities both in the field of promoting ideas at ideological level and promoting specific brands at traditional level. The article also presents the results of marketing research on monitoring the involvement in the idea of active longevity, as well as an assessment of the interaction practices in the framework of social marketing in medical institutions.