What You Need to Know About Marketing Healthcare to Baby Boomers


Baby Boomers are heading into retirement and adjusting to their medical needs as seniors. This generation is typically defined as those born between 1946 and 1964, and approximately 37 million of them will face chronic health issues by 2029. They also account for 70 percent of the disposable income spent in the United States. Healthcare organizations might assume they can overlook digital marketing channels for Baby Boomers due to their later-in-life experience with the internet; however, such an approach ignores many essential characteristics of this generation. 

Baby Boomers Use the Internet Frequently

Baby Boomers are no stranger to getting online, and more than 82 percent have a social media profile. LinkedIn and Facebook are their most commonly used platforms, and more than half spend 15 hours or more browsing websites and using social networks every week.

This generation is in a position where they act as caretakers to their parents in the Silent Generation while being parents of Millennial children. Due to this situation, they spend a lot of time researching health matters, whether their own or those of someone they're responsible for. 

They want to conduct their own research and will go to other sources if your healthcare organization doesn't include self-service channels. Blog posts, guides, videos and other educational content will give you the opportunity to start forming a relationship with Baby Boomers. 

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They Still Use Offline Channels

While they're no strangers to the internet, Baby Boomers do respond well to offline marketing compared to younger demographics. More than 78 percent have conducted more research on health care after seeing a commercial, listening to a radio ad or looking at a magazine feature. 

Integrated marketing campaigns with offline and online efforts that complement one another are excellent for Baby Boomers. For example, your organization can send out a mailing campaign about your latest products and services. On the expected delivery date, you can send an email that offers further information and useful links. Commercials on television can increase overall awareness, and valuable content shared on Facebook can work its way across their social circle. 

They're Invested in Improving Their Life and Quality of Care Through Innovation

The healthcare field is ever changing and Baby Boomers are interested in what's coming next. They want to know how the latest technology will improve their health concerns and their overall wellness. Innovations that make healthcare more accessible are of particular interest. For example, 57 percent of this population have a keen interest in telemedicine services from their physicians. 

One particularly exciting development is that 60 percent of Baby Boomers are enthusiastic about doctors using artificial intelligence in their practices. Many also look forward to AI-assisted surgery and other applications of this technology in healthcare. 

Healthcare and fitness-related wearables are another favorite Baby Boomer tool. Out of the 20 percent who own this type of device, more than 60 percent are wearing them daily. They're even willing to let their doctors look at wearable data if it helps them improve their health outcomes. 

They Don't See Themselves as Seniors

Want an instant way to turn off Baby Boomers? Start using terms like senior and elderly in your messaging. Instead, you need to spend time in communities catering to this demographic to pick the right voice that will really make an impact

Baby Boomers are a vital demographic for your healthcare organization. They are reaching an age where they have more health concerns than before, and they also control a substantial amount of buying power. While they're billed as tech inept, they're actually quite interested in the ways their lives can improve through innovations. Putting together these marketing campaigns is a challenge, but it's well worth the effort. 

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