Social Marketing for Demographic Onus Era. Takeo Ogawa, Ph.D. Professor Kumamoto Gakuen University

Transcription

1 Social Marketing for Demographic Onus Era Takeo Ogawa, Ph.D. Professor Kumamoto Gakuen University

2 A New Phase of Demographic Transition Japanese society has developed economically by using demographic bonus after World War II. However, Japanese society has exhausted its demographic bonus after From now on, Japanese society will lost its advantage of demographic transition until mid of 21 century.

3 Population, Ageing and Economy GDP/CAPITA USA Bubble: population Singapore Australia Japan Philippine Indonesia 0 Malaysia Korea EU Thailand China Viet Nam World Health Statistics 2008, Demographic and Socioeconomic Statistics % of 65+

4 Japanese Population Change

5 Changes of Dependency Ratio in Japan Demographic Bonus Demographic Onus Child-dependency ratio Dependency ratio Old-age dependency ratio

6 Active Ageing as a Challenge WHO proposed Active Ageing: A Political Framework in Japanese national government has legislated the Basic Law on Measures for Ageing Society already at Japanese national government has implemented comprehensive measures under the general Principles Concerning Measures for the Aging Society at 1996, and amended it at 2001, which emphasized Active Ageing.

7 Three Pillars for Active Ageing Active Ageing Participation Health Security The three pillars of a policy framework for Active Ageing

8 Working/ Income National Budget (hundred million) Health/ Welfare Learning/ Participation Life Environment Researches Total

9 Institutionalizing or Privatization Japanese national government has tried the universal distribution of health and social services after 1970 to However, Japanese society has been encountered with the Bubble economy burst after Then, Japanese national government is challenging to shift to privatization.

10 From for-limited to for-all Frail Elderly Beds Residential Care for the Poor Elderly Residential Care for the Elderly Japanese Ministry of Health, Labor and Welfare

11 Pseudo-market of Long-term Care Japanese Government established Public Long-term Care Insurance System for covering for all care-need elderly. It deregulates prerequisites for care-service providers. Then, plural providers are admitted to make business chances in care services for the older persons. Insurers also are decentralized to municipalities and their alliance.

12 Clients of Services Insurer (Municipalities or Allied Municipalities) In-home Care Home Delivery Care Home Delivery Bathing Visiting Nurse Visiting Rehabilitation Day Care In-home Care Management Day Services Short-stay Group Home Lent-a-TechnoAid House Repair Caring in Assisted Living Preventive Care etc. Institutional Care Residential Facilities (Nursing Homes) Health Facilities (Rehabilitation Facilities) Geriatric Hospitals (Sanatorium) Municipality Approval of Rank of Caring Care Managers Care Plan Provide Services 10% own Expense or Provide Services 10% own Expense ~ 64 90% Caring Benefit Pension or Levi Medical Insurance 65+ Premium 17% Premium 33% TAX 50% State 25% Prefectures 12.5% Municipalities 12.5%

13 Preventive Care Enhancement Still, many older Japanese depend on the medical system and the long-term care system. Then, Japanese national government has established the new Health Care System for the Elderly aged over 75. Also, Japanese national government started preventive programs against being cared.

14 Using Hospital 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Japan U.S.A. Korea German France No use Some days a Year Everyday or once a month Japanese Cabinet Office, 2005, International Comparison of Attitudes of Older Persons.

15 Particular Program for the Older Old (2008-) A g e 75 Medical and for Health Services for the Older Old 10% Premium 40% Grant from Health Insurance 60% Tax Medical and for Health Services for the Younger Old 65 Mutual Aid Association for the public official 60 National Health Insurance Program Health Insurance for the Employee Health Insurance managed by Association for the Employee Health Insurance Managed by Government for the Employee Self- Employers Employees

16 Social Marketing of Health Service Industries We, non-profit organization Asian Ageing Business Center, are challenging social marketing for promoting Health Service Industries. Our programs are aiming to change social attitudes of people to be able to survive healthy in super-aged society. Saving our healthy life for active ageing.

17 Medical Cost per Capita Medical Care(1000Yen) Medical Care(1000Yen) Japanese Ministry of Health, Labor and Welfare, 2005

18 Older Persons as Decision Makers Longevity in Pre-demographic Transition Era: Life Expectancy, Medical Care, Peace, Safety Net Healthy Life in Demographic Transition Era Healthy Life Expectancy, Prevention, Health Promotion, Fitness, Nutrition, Long-term Care Active Aging in the Second Demographic Transition Era Prevention, Productivity, Positive Aging, Social Inclusion, Social Participation, Activation

19 Social Marketing for Saving Medical Expenditures Incubating Community-based Comprehensive Health Service Industries Expanding Health Service Industries Social Marketing Aggregation of Health Services

20 Dietary Approaches for Preventing Metabolic Syndrome Supportive Information System Medical Examination for Preventing Metabolic Syndrome Fitness Exercise for Preventing Metabolic Syndrome

21 Saving Medical Expenditures Local Government Fukuoka City Promoting Active Ageing NPO Asian Ageing Business Center Companies and Corporations Newspaper, IT, Bank, Spa, Drug Store, Hospital, Long-term Care Facility, Polytechnic, Tourist agency, University etc. New Business Chances

22 Inpatients by 100,000 persons Medical Expenditures and Inpatients by Prefectures R= Medical care expenditures for the aged (yen/year), 2006

23 Fukuoka Active Ageing Conference October, 2010 Fukuoka-city, Japan in Asia Pacific 2010 Towards Age-friendly Communities NPO Asian Ageing Business Center Fukuoka-city, Nishinippon Shinbun Co.,Ltd. Nishi-nippon Railroad Co., Ltd. tml