Abstract
The World Bank found that out-of-pocket spending (OOPS) accounted for 73.9 percent of health expenditures in Bangladesh. Bangladesh’s households bear some 93 percent of the total cost of illness for senior citizens as out-of-pocket payment. There are 15.3 million people aged 65 or above in the country currently, according to the Population and Housing Census preliminary report of 2022. Their number is growing faster than the population growth rate. Life expectancy has increased in Bangladesh by 7.52 years, from 65.6 years in 2000 to 73.1 years in 2021. The demand for healthcare services in Bangladesh continues to grow. As pressure on the healthcare sector accumulates, Bangladesh needs to rethink its ways of mitigating medical costs of the people. This paper focuses on the need for promoting and marketing services, means, and methods of social interaction, physical activity, and family/community quality time for the elderly population of Bangladesh. The paper adda a sub-category that focuses on the exact needs of the housewives and homemakers. The paper further underlines that in fitness, physical quality gains are related to improved quality of life achieved through autonomy and independence. The study consider the marketing tools and techniques to promote and market these facilities that can become a proactive service sector of the healthcare industry in Bangladesh. Finally, the paper emphasizes the need for changing Bangladesh’s healthcare industry’s approach and policy towards the elderly and homemakers from a reactive medical approach to a proactive prevention approach by prioritizing fitness.
Presenters
Syed MohsinResearch Project Coordinator, SIPG, North South University, Dhaka zila, Bangladesh
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
Social and Cultural Perspectives on Aging
KEYWORDS
Healthy Ageing, Elderly Fitness, Social Marketing, Community Clinic, Bangladesh
