Macromarketing of services for family caregivers

Rather than healing chronic illnesses, modern medical interventions often offer a longer decline for patients to live out their lives at home. Unfortunately, the families of the chronically ill currently receive scant attention from actors in the healthcare system. This research discusses the gap in our healthcare system (between medical institutions (hospitals/clinics) and family institutions (located in homes). The principal question of the study focuses on whether better world (macromarketing-inspired) marketing of services could bridge this gap between medical institutions and families. Such services could include registering the lead caregiver as a patient of the hospital clinic along with the loved one battling a disease, teaching/coaching in caregivers’ skills or organizing networks of family caregivers for mutual support.