Healthcare Marketing for Seniors: Bridging the Generation Gap
According to the Office of Disease Prevention and Health Promotion, seniors will comprise almost a quarter of the country’s population by 2060. This is one reason healthcare marketers should reinforce targeted strategies in healthcare marketing for seniors besides focusing on millennials.
Moreover, in 2021, the life expectancy in the US also increased to 78.99%. This means that as people live longer, they are prone to developing chronic diseases, thus should drive healthcare marketers to develop data-driven senior healthcare marketing strategies to help them stand out in a sea of healthcare marketers today.
To help you rethink and overhaul your marketing tactics, here is a guide that includes strategies to bridge the generation gap in healthcare marketing for seniors.
Be Patient in Earning Their Trust
Urgent marketing can’t easily influence this age group’s buying decision. Even if you bombard your materials with phrases like “limited-time offer” or countdown timers, it will be challenging to convert them into customers. This is why you have to be patient in your communication.
They have plenty of experience to value trust when earned. They will likely shop for value when dealing with significant life decisions. For instance, they may take some time to choose between Advantage plan vs Supplement plan, among other insurance products. You may work on building trust by assuring them of the products you offer and the personal data they provide.
Moreover, you may showcase your reviews and social proof. Seniors likely read customer feedback and reviews before deciding on a senior care provider. You can convey social proof through ratings, reviews, testimonials, interviews, radio and television placements, and a reputable social media presence.
Be Mindful of Accessibility
While boomers are comfortable with some digital channels, it is essential to note that they could feel overwhelmed by the rapid transmission of marketing messages. They could manage but won’t be as receptive as the younger generations. That is why you must think of how to ease the flow of communications in your chosen platforms.
Additionally, many have visual, auditory, cognitive, and physical issues, among other conditions, that may affect their reception of messages. To address this issue, you may start with the most essential elements, like the typography of your materials. Make sure to use a larger font and more white space to make everything readable and coherent.
In addition, because of the rapid improvement in healthcare technology, it might be far more challenging to navigate and learn about devices and procedures. To help seniors grasp new concepts through these modern platforms, create explainer videos they can watch and learn from.
Leverage Digital Marketing Channels
Seniors are used to consuming traditional media like direct mail, print ads, television, and radio, among many others. You might think of sticking to these media types in your marketing efforts. However, while these approaches may work, you must never abandon your digital marketing strategies.
According to the Pew Research Center, between 2009 and 2011, there has been a 150% increase in internet use among seniors. In addition, more and more of them have social media accounts today. What’s more, baby boomers are joining the senior population, and most are familiar and comfortable with many digital channels.
This debunks the rumors about seniors not being receptive to digital marketing channels. Many of them have mobile phones, tablets, and other convenient gadgets they can carry. Whether living in retirement homes, working, or watching over their grandchildren, they have access to these gadgets and many digital marketing channels.
As a marketer, use a hybrid approach, which involves a combination of traditional and digital marketing channels so you can connect with them better.
Use Videos
According to a Google/Ipsos study, 54% of baby boomers watch videos. This means that as a marketer, you must produce quality healthcare marketing videos that cater to the needs of seniors.
Work on explainer videos, patient testimonials, and storytelling to establish yourself as a reliable and engaging brand. Including all these in your marketing plan can help you connect with seniors.
Besides explaining complex concepts on procedures and devices, videos can also be an excellent medium to introduce your healthcare professionals and staff so patients can know the people they can approach in your facility.
Talk to Them as Peers
According to research, people think they are 20% younger than their actual age. Many of them are even traveling and staying physically active in their 60s, 70s, and even older. As a healthcare marketer, you should never condescend in administering your marketing strategies. Be mindful of producing age-appropriate materials and not stereotypical ones.
It is very typical for conventional marketers to use images of gray-haired individuals, even with crutches or in wheelchairs, for their materials. This wouldn’t work for boomers, the senior population these days. Instead of getting convinced, you might end up offending them.
Think about their lifestyle, feelings, and what they care about most. By identifying these things, you can converse with them like peers and not as the stereotypical old people many clueless marketers label them.
Be Patient in Earning Their Trust
Urgent marketing can’t easily influence this age group’s buying decision. Even if you bombard your materials with phrases like “limited-time offer” or countdown timers, it will be challenging to convert them into customers. This is why you have to be patient in your communication.
They have plenty of experience to value trust when earned. They will likely shop for value when dealing with significant life decisions like insurance. You can work on building trust by giving them assurance on the products you offer and the personal data they provide as well.
Conclusion
The growing need for efficient healthcare marketing for seniors has resulted in the conception of these strategies that bridge the generation gap. This age group decides based on their judgment, so be straight and honest when conversing with them. It would take time to inform, educate, and convince seniors. However, your efforts will be worthwhile since they will likely remain loyal customers.
