These days, marketing to Millennials is the primary focus for many healthcare marketing directors – but don’t forget to stay in touch with your patients on the other end of the spectrum, too. Baby Boomers (individuals born between 1946 and 1964) not only have more disposable income than any other generation, but are also more likely to experience an increasing need for medical services in the coming years as they enter their 60s and 70s.
Unfortunately, despite Baby Boomers’ longevity in the marketplace, numerous myths persist when it comes to best practices for marketing to this powerful generation. Keep these top three myths in mind the next time you plan to create a Boomer-centric campaign:
Myth #1: Online and mobile marketing efforts are lost on Baby Boomers.
There seems to be a stereotype that Baby Boomers are a largely technologically-illiterate generation. But the reality is that more Baby Boomers are browsing the Internet, engaging in social media and purchasing smartphones than ever before. Don’t shy away from using online or mobile marketing channels to share information with this group. Baby Boomers will likely appreciate the convenience of email communication just as much as younger generations – especially as they age and begin to face mobility issues.
Remember, though, that even in the digital age Baby Boomers expect to receive the one-on-one attention and personal service they’ve become accustomed to. Providing helpful, friendly service in your hospitals and clinics is an obvious must, but you may also want to consider incorporating an online chat feature on your website if you haven’t done so already. This will showcase your commitment to personal service even when patients are away from your physical locations.
Myth #2: Baby Boomers appreciate marketing messages that are clearly directed at an aging population.
Most Baby Boomers regard themselves as active, middle-age individuals – and tend to resent messages that suggest they’re getting older. Steer clear of using words like “seniors” or “senior citizens” when marketing to this group, and instead opt for age-neutral terms. Also, be aware that certain age-related perks may actually embarrass this group rather than entice them to seek out your healthcare organization when they need medical attention.
However, don’t completely ignore Baby Boomers’ age when planning campaigns for members of this generation. While it isn’t recommended to blatantly indicate their growing age on marketing pieces (except, perhaps, when sending screening reminders that coincide with their current age), do make sure you use a text that is large enough for Baby Boomers to read clearly. Also, stick to serif typefaces – and choose high-contrast color themes as it is difficult for some older individuals to tell certain colors apart (particularly blue, green and yellow).
Myth #3: Nobody can resist an ad showcasing senior citizens in a comical light.
Wrong! While younger individuals may derive some humor from ads that caricaturize older individuals (often due to misguided, stereotypical beliefs), most Baby Boomers will view such attempts as extremely patronizing. Don’t set out to offend the very group you’re trying to target!
Fortunately, most healthcare organizations avoid comedy as a general rule when it comes to marketing, but if you ever had considered doing a comical ad focused on senior citizens – stop. You’ll have much better luck gaining the respect and loyalty of Baby Boomers by portraying them as the intelligent, successful and level-headed individuals they are.
Do you know of any Baby Boomer marketing myths or tips? Leave us a comment to share how your healthcare organization is strategically targeting the Baby Boomer generation. We’d love to hear your thoughts!