Marketing to Boomer Consumers of Healthcare
June 15, 2017
Dear House Rules,
Every time I contemplate “baby boomers” as a group, I think of my aging parents – slow to adapt to a changing world, rejecting technology, just using Facebook to share pictures of their grandkids. Most of the people in my company’s marketing department are in their 20s and 30s. We know the Baby Boom group is a huge healthcare audience, but what are the most effective ways to target them?
Want to learn more about this desirable demographic
Dear Learn More:
You’re right that marketing to baby boomers is an excellent strategy for healthcare companies to adopt. You probably already know that those considered “baby boomers” were born between 1946 and 1964, and number more than 76 million in the U.S. alone.1 In fact, by 2029, they’ll make up a 73% increase in the 65+ population!(1)
However, this group also engages plenty of unexpected behavior that healthcare marketers would be wise to keep in mind as they develop campaigns. Baby Boomers are enthusiastic about learning, and often feel that technology can provide them with a higher quality of life as they age.(2) In fact, 79 percent of people ages 50-65 go online at least once a day, and 86 percent of them spend some of that time looking up information on healthcare.(2) (What millennial actively seeks out healthcare information? You’d be hard-pressed to find a more engaged audience than the Baby Boomer.) This group is also becoming more active on social media, especially through sites like Facebook – and not just to share pictures of their grandkids.
The double-decker sandwich generation
People in this age group are concerned with their own health, as well as acting as caregivers for their parents in the Silent Generation (born in the 1920s and 1930s).(2) In addition, they’re acting as advocates for their GenX or Millennial children.(2) Essentially, in many ways, Baby-Boomers are the most well-versed when it comes to reviews and ratings of healthcare providers, services, and treatments.
Research drives this demographic
Although most Baby Boomers react well to a referral and/or endorsement from their own physician, they also want to do a fair amount of healthcare research on their own. Therefore, it follows that healthcare organizations looking to reach Baby Boomers would benefit from creating content-rich material like blog posts, articles, and videos that can be shared on social media or through word of mouth. An integrated campaign with both online and offline messaging will be the most effective strategy to reach this demographic.(1)
At Xavier Creative House, we have experience in marketing to this sought-after demographic, and can partner with you to align your offline and online messages so that your conveying the benefits of your brand, regardless of the medium. We’d love to talk with you and see how we could help you as you work to include Baby Boomers in your marketing mix.
1. http://www.mmm-online.com/technology/healthcare-marketers-dont-forget-about-the-baby-boomers/article/511775/. Accessed June 11, 2017.
2. https://blog.alcott.marketing/millennials-to-baby-boomers-healthcare-marketing-by-generation. Accessed June 11, 2017.
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