Marketing Healthcare to the New Older Generation
Image by Dave MacMillan
Healthcare
10.19.2009
Baby Boomers will redefine how we think about "old age." Joseph Coughlin, director of the Age Lab at the Massachusetts Institute of Technology - and a Baby Boomer himself - says, "We will not be like our parents or grandparents. If we are tired or suffer from a little bit of pain, that's not what we're going to accept as a natural part of aging. We're going to have a higher set of expectations. And the expectations are going to be driven by our aspirations and our money to be able to go after what we want."
This shift in attitude has huge implications for healthcare for this new older generation.
This growing demographic will live longer than past generations and will need healthcare services for more years. The American Hospital Association reports that 62 percent of 50-64 year olds are living with at least one of six chronic conditions (hypertension, high cholesterol, arthritis, diabetes, heart disease and cancer), and as the Boomers age, the number with multiple chronic conditions will grow.
Because Boomers tend to be better educated than previous generations, they will be more involved in their medical care and will seek options that work with their needs and lifestyle. Their first stop for medical information will likely be the Internet, whether it's checking a symptom on WebMD, or visiting an online health community to exchange information with other Boomers who have similar health issues. When they do visit a physician, they will expect individualized attention and will be quick to challenge the notion that "doctor knows best."
In addition to challenging their healthcare provider's advice, this generation will challenge traditional healthcare practices. Complementary or alternative medicines ranging from massage therapy and chiropractic to meditation and acupuncture will be used alongside traditional medicine to treat conditions and improve overall wellness.
Technology will allow Boomers more medical independence. They will be able to monitor their own conditions and can communicate with their physicians remotely. Technology that enables less invasive procedures and shorter recovery times will make elective, quality-of-life surgical treatments more attractive.
The new world order offers myriad opportunities for healthcare marketers who know the right ways to engage with this audience. Lesson number one is that a one-size-fits-all marketing strategy will fail. Boomers can be parents, retirees, caregivers, grandparents, single - or some combination of the above. Tailor your messages to the life stage of your market to show you understand their needs.
Second, empowered Boomers don't want to be told what to do, so give them the tools to understand why your service or product is better and give them the opportunity to make their own choice.
Above all, remember that Boomers are not the healthcare consumers of yesterday. They are active participants at every level, so engage them in the process and seek to become a partner with this new older generation.
