They represent a massive demographic in the United States. Baby Boomers, those individuals born between 1946 and 1964, are approximately 75 million in number, according to Hit Consultant. Additionally, at least 80 percent of them use the internet.
This demographic, like others, has embraced and regularly utilizes technology, explained Hit Consultant, writing that as many as 84 percent of Baby Boomers who use the internet are searching for healthcare information.
But their need for healthcare information is driven in part due to the astonishing fact that despite greater advances and access than ever before, according to Healthcare IT News, “Baby Boomers actually have more chronic health problems than their parents.”
Targeting Baby Boomers with healthcare advertising can use many of the same tools used with other demographic groups, but not all will be as effective. In terms of effectiveness, serving ads to devices they use with social targeting with direct mail can reign supreme.
This is because of two primary considerations. The first is that Baby Boomers tend to stick with the hospital they know, rendering Google Ad Words and search engines such as Bing almost useless when they are seeking specific services. Secure Medical notes that the most common way seniors search for a health provider is directly from their health insurer’s website.
The second consideration is that because so many doctors and hospitals are already using direct mail alone, choosing that route does not make your service stand apart from the rest. Combining direct mail, which can be highly effective, with ads served to their devices, gives your business a distinct competitive edge. In fact, Hit Consultant noted that as of 2012, almost half of all seniors were already smartphone and app download savvy.
Telehealth programs are actively being utilized by Baby Boomers, giving them even greater familiarity with smartphones and apps. Further, as of 2016, more than half of all Baby Boomers were utilizing telemedicine services, online prescription refill services, and other digital healthcare tools, according to Secure Medical.
This level of comfort seniors have with the internet, smartphone and apps open up a whole world of possibilities in terms of engaging this large market with your brand’s messaging.
Just as importantly, this embracing of technology creates golden opportunities for you to reach Baby Boomers in order to inform them of your services and educate them, as well. The value you bring in your messaging is just as important as the message itself.
A 2014 survey on the topic revealed the majority of consumers, in general, prefer advertising that had value to it, such as articles, coupons, promotions, recall notices and product updates. Information related to your service category is all fodder for use in your outreach to your customers and prospects.
It should be noted that in this same survey almost 80 percent said they needed to be presented with the information more than once before they’d take action. So combining advertising methods in your marketing campaign can be just the “nudge” your target audience needs in order to take action related to your campaign.