The Director of Patient Engagement in a relatively large upper-Midwestern city is participating in a strategic planning process. At the committee meeting, the marketing director had presented an overview of the largest demographic projections of the region, which were somewhat disconcerting. “The region is showing a large outgrowth and decline among several important demographic groups,” the marketing director noted. “There is a 1.6% decline in the important demographic of 26- to 40-year-olds reflective of our declining economic opportunities for jobs, and there is a decline in the 60- to 75-year-olds, who are moving to retirement locations.”
The group agreed that this was a situation facing many similar communities in the upper-Midwestern area, but the hospital had two competitors of good size in the region. Provide your recommendations as to promotion strategies to consider at this stage of the life cycle for the organization and the market.