Think Baby Boomers are technophobes?
Think again. Post-pandemic healthcare trends indicate that individuals born
between 1946 and 1964 are as savvy to and hungry for digital healthcare as
younger generations.
Here are four ways your healthcare
marketing can change to meet their changing needs.
Keep it Personal
Boomers are receptive to telehealth options — up to a point. Widely
preferring video and phone appointments to text and email, Boomers respond best
to messaging made for them. That means more facetime (via digital channels)
with their providers, follow-up calls, and personalized outreach focusing on
generation-specific health areas and outcomes.
Focus on Healthy Habits
Leisure time has grown less active for Boomers in quarantine. They're on
the lookout for opportunities to improve health and fitness. That includes
wearable devices. And don't rule out apps and online portals — one in four
Boomers are willing to try them.
Be Flexible
As much as other generations, Boomers are eager for flexible scheduling
options, same-day appointments, and online scheduling. Don't forget about
contactless registration and check-in, either. As a population vulnerable to
Covid-19, Boomers will be looking for ways to keep themselves and their
families safe, especially while receiving care.
Get Social
If you're skeptical about reaching Boomers through social media, don't
be. The research is in, and Boomers are open to engaging with healthcare
systems and providers via social channels. As long as your marketing is
personal, targeted, and relevant, Boomers are as likely to respond to social
media posts and campaigns as younger folks.
Have
these pieces in place, but not sure how to target the right patient? We can
help. Contact
CMG Health Marketing to help your message reach the
right ears.