Salutogenic Marketing in the Elderly

Abstract

Salutogenic marketing is an approach that focuses on promoting the factors that support health and well-being rather than on preventing or treating disease. This chapter explores how salutogenic marketing can be applied to the elderly population, who face various challenges and opportunities in maintaining their oral health in the age of digital technology. The chapter reviews the current trends and developments in geriatric dentistry, such as the use of digital dentistry, teledentistry, virtual reality, artificial intelligence, and 3D printing, and how they can enhance the quality, efficiency, and accessibility of dental care for older adults. The chapter also discusses how salutogenic marketing can leverage these digital innovations to create positive and meaningful experiences for the elderly patients, as well as to educate and empower them to take charge of their own oral health. The chapter provides examples of best practices and case studies from different countries and contexts and offers recommendations for future research and practice in this emerging field.