Older adult consumers and local competition in the healthcare service

Abstract

Population aging is a global phenomenon observed in many developed economies. On the one hand, this trend suggests significant opportunities for healthcare providers due to increasing service demand. On the other hand, it also implies that the industry requires new managerial knowledge to accommodate older adult consumers. In this research, we propose and examine the impact of older adult consumers on healthcare provider performance and identify boundary conditions related to two types of competition: intra‐ and inter‐competition. Using longitudinal data on healthcare provider revenues, we find that an increase in the older adult population increases the revenues of generalists but decreases those of specialists. Second, the positive effect of elderly consumers on generalists is amplified when intra‐competition (from same‐type physicians) increases and diminishes when inter‐competition (from different‐type physicians) intensifies. Third, for specialist healthcare providers, the negative impact of older adult population is mitigated by intra‐competition but exacerbated when inter‐competition becomes strong. Our results offer theoretical implications for the healthcare service marketing literature and managerial insights into decisions related to healthcare service locations. Specifically, our findings suggest that healthcare providers need to carefully consider the proportion of older adult consumers, the presence of local competitors, and their own specialties, as these factors all have a meaningful impact on performance.