The first step in creating healthcare marketing messages that resonate with seniors is to understand what makes them different than other adults. The following statistics gathered by Web design Toronto and Web design NYC provide insight into how this key demographic thinks and acts differently than non-seniors:
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At this point, you have a pretty good idea of what makes seniors different than other adults. It’s time to shift your marketing mindset for this key demographic.
Based on the current data available, there are certain truths that healthcare marketers can’t ignore. Here are five ways health systems should rethink their creative and media strategies:
Senior-Friendly Marketing is Not Always About What You Say It’s About How You Say it – The data surrounding seniors and healthcare services is extensive. However, it’s important to recognize that not every senior has the same interests or considers their needs the same as other seniors.
Create an on-target creative message that doesn’t insult your audience. The majority of creative messages need to begin by acknowledging the fact that the target audience is more likely to have a lower/younger self-image than the average person.
When designing marketing campaigns for older adults, consider the following:
The age of your audience should be a factor in determining which safety precautions to take.
On the side of younger, not older. For reasons stated above, using the word “elderly” as a headline is a negative that may quickly repel your readership.
Your creative material may imply—and offend—demographically mature audiences. Create a target audience/buyer profile that estimates at least ten years younger than the chronological age while taking into account a subjective age.
When it comes to trust, seasoned people have enough life experience to appreciate it when it’s earned. Personal data and product guarantees provide a sense of security that is especially welcome.
This consumer group is less likely to respond to “limited-time-offer,” or similar language. They have less of an emphasis on suggested urgency.
They dislike broad product and service generalizations. Simplicity is a positive thing.
Customers in this sector are more concerned about value and affordability. They’re less concerned with the upfront price tag. They want to feel that the purchase they’re making is sound and worthwhile.
Seniors and Millennials differ in a number of ways. The younger audience grew up in a fast-paced, multi-click computer environment. Your mature audience may be quite computer-literate, but they want a clear and simple language and purchase process step.
It may be a long battle to attract, educate, inform and persuade older consumers. Older consumers, on the other hand, are more likely to remain loyal and regular customers.
For seniors, the print medium can be preferable to online or electronic text-heavy ones. If you create a video for an older audience, keep it simple and free of flashy graphics and animations.
Finding the right mix of media to reach seniors can be challenging. Here are three recommendations:
When looking for print advertising, keep in mind that seniors may prefer ads with large text or images with high contrast over small-text visuals. They’re more likely to read newspapers than younger people because they don’t multitask when glancing through the pages (e.g., reading multiple sections at once).
Target this audience by purchasing a list of senior-friendly names from a reputable data broker. You can also target them using your own customer or client lists. Keep seniors’ preferences in mind when developing the marketing message and offer, as well as which print media to use.
with millions of users, including an Over 50 User Group, liked is some of best way to connect wit senior consumers.