Demographic Trends & Market Segments for Nursing & Rehabilitation in Cumberland County, Pennsylvania
Penn State Institute for Research in Training & Development, 2010
27 Pages Posted: 20 May 2011
Date Written: July 2, 2010
In the United States, nursing and rehabilitation services for long–term care are licensed within each state and are delivered in facilities that typically serve clients within geographic regions. Many of these facilities are owned by regional authorities, such as local governments. In Pennsylvania, county governments often are public providers of nursing and rehabilitation services. Targeting these services for regions will become increasingly complex.
The Claremont Nursing and Rehabilitation Center in Cumberland County, Pennsylvania, offers a 290-bed facility that provides state-of-the-art therapeutic nursing care meeting a variety of needs. In this report, demographic trends and market segments that will affect the demand for nursing and rehabilitation services in Cumberland County, Pennsylvania, are provided.
At least three major demographic trends will affect the market for residents of the Claremont Nursing and Rehabilitation Center. First, an “older” Cumberland County is expected through 2020. Second, older residents will become increasingly more concentrated in Cumberland County than in the entire Commonwealth. And, third, the size of the economically dependent population of Cumberland County relative to the size of the County’s working age population will become larger over time.
Two approaches were taken to identify the market segments that are served by the Claremont Nursing and Rehabilitation Center. First, analyzed were characteristics of lifestyles and life stages pertaining to the last household of residence for 286 current Claremont residents. A major assumption of this first analysis is that the lifestyles and life stages of current residents of the Claremont Nursing and Rehabilitation Center contributed to the personal and financial decisions they made to reside in the Center. Second, characteristics of lifestyles and life stages were analyzed pertaining to the households of people who hold powers of attorney for the 286 current residents of the Claremont Nursing and Rehabilitation Center. Considered through this second analysis is the possibility that holders of powers of attorney for residents might have played strong roles in the decisions to choose and maintain residence at the Center over long-term care alternatives that might be available.
Residents’ former households and the households of people who hold their powers of attorney were remarkably similar. For the most part, these households represented a variety of lifestyles and life stages that are common in rural life and that signify lifelong hard work and rewards. The report identifies the media vehicles most likely to be listened to, read, or watched by these types of households and the leisure activities that engage these households. The information in this report is useful for designing marketing and media strategies to better reach and serve potential residents for services provided by the Claremont Nursing and Rehabilitation Center.
Keywords: long-term care, market segments, demographics
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