We surveyed over 400 adults aged 65 and older about their reactions and preferences when it comes to photography and Medicare marketing. We showed them a series of 16 photos depicting Medicare-aged consumers engaged in a variety of activities

1. MEDICARE MARKETING INSIGHTS
WHICH PICS DID
SENIORS PICK?
PHOTOGRAPHY PREFERENCE SURVEY

2. © 2016 Media Logic USA, LLC & Competiscan, LLC.
2
We surveyed 400+ older adults (age 64 and older) nationwide about their reactions
and preferences when it comes to photography. Via an online survey, we showed them
16 photos depicting Medicare-aged consumers engaged in a variety of activities.
THEY SAY A PICTURE IS WORTH A THOUSAND WORDS, BUT HOW
CAN MEDICARE MARKETERS USE PHOTOS TO MAKE THEIR ADS
MORE EFFECTIVE AND APPEALING?

3. © 2016 Media Logic USA, LLC & Competiscan, LLC.
} WILL IT ATTRACT YOUR ATTENTION?
} IS THE PERSON IN THE PHOTO RELATABLE?
} DOES THIS ACTIVITY APPEAL TO YOU?
} DOES THE PHOTO GIVE YOU A POSITIVE FEELING
ABOUT THE BRAND/PRODUCT?
} DOES IT MAKE YOU WANT TO LEARN MORE ABOUT THE
BRAND/PRODUCT?
WE ASKED THEM TO RATE EACH PHOTO
ACCORDING TO 5 CRITERIA:
3

4. © 2016 Media Logic USA, LLC & Competiscan, LLC.
THE HIGHEST-RATED PHOTOS
IN EACH CATEGORY
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Top scores for:
Relatable
Activity Appeal
Top scores for:
Attract Attention
Positive Feeling
Want to Learn More
GARDENINGDINNER WITH FRIENDS

5. © 2016 Media Logic USA, LLC & Competiscan, LLC.
RESPONDENTS’ REACTIONS
TO “GARDENING”
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IT WAS “ATTRACTIVE” AND RELATABLE:
“I HAVE A GARDEN AND I LIKE TO GROW VEGGIES.”
“BOUNTIFUL, HAPPY, COLORFUL AND I WOULD WANT TO
READ MORE.”
IT CONVEYED: “GOING GREEN,” “HEALTHY,” “NO GMOS”

6. © 2016 Media Logic USA, LLC & Competiscan, LLC.
6
“GOOD TIMES WITH FRIENDS
MAKE ME FEEL GOOD”
“NICE TO SIT AND VISIT”
“FUN AND HAPPY”
“THIS IS LIVING” “VERY HEARTFELT”
RESPONDENTS’ REACTIONS
TO “DINNER WITH FRIENDS”

7. © 2016 Media Logic USA, LLC & Competiscan, LLC.
THE LOWEST-RATED PHOTOS
IN EACH CATEGORY
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Lowest score for:
Relatable
Lowest scores for:
Attract Attention
Activity Appeal
Positive Feeling
Want to Learn More
CAR MAINTENANCEWATERSKIING

8. © 2016 Media Logic USA, LLC & Competiscan, LLC.
} Respondents felt the car maintenance photo was “boring” and “a chore.”
} People commented that the waterskiing photo “didn’t look authentic” and
was “dangerous.”
} Other photos that included traditional hobbies like chess and pottery were
also deemed “boring” by our respondents.
RESPONDENTS’ REACTIONS
TO THESE IMAGES:
8

9. © 2016 Media Logic USA, LLC & Competiscan, LLC.
WE ALSO ANALYZED THE OVERALL
SCORES AND NOTICED A WIDE RANGE
OF OPINIONS ON A FEW IMAGES
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} Interesting note on “Woman with Dog”: Several respondents thought it implied
being a widow or single, which they related to “Now it’s just me and my pets.”
BOTH “GRANDMA WITH BABY”
AND “WOMAN WITH DOG” WERE
POPULAR,
BUT WERE CLEARLY POLARIZING –
THEY HAD THE WIDEST RANGE OF
LIKES/DISLIKES OF ANY OF THE PHOTOS.

10. © 2016 Media Logic USA, LLC & Competiscan, LLC.
ADVICE AND IMPLICATIONS
FOR MARKETERS:
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} Consider developing and leveraging demographic/psychographic data
about your own customers to identify activities and imagery that will
attract like-minded consumers.
} Look for ways to incorporate healthy, natural imagery and social settings
with friends (which are potentially more broadly appealing than photos
with grandkids or pets).
} Try to avoid activities that do not have universal appeal.
} Try to avoid over-the-top or unrealistic hobbies.

11. © 2016 Media Logic USA, LLC & Competiscan, LLC.
ABOUT MEDIA LOGIC
Media Logic is a national leader in health care marketing – providing strategic, breakthrough solutions
that drive business. Media Logic offers deep experience in branding and lead generation, and is
expert at turning research and segmentation data into actionable plans. Leveraging more than two
decades of health plan marketing knowledge, Media Logic understands the nuances of group,
Medicare and individual exchange prospects. From traditional ad campaigns to retention efforts to
content marketing, everything Media Logic does is focused on generating results for clients… giving
them an edge in a competitive, constantly changing environment.
Visit www.medialogic.com for more information.
11
ABOUT COMPETISCAN
Founded in 2006, Competiscan provides its valued clients insights into the direct marketing
strategies of competitors. Competiscan and its powerful web-based search utility monitors direct
mail, email, mobile, online banners, print and social networking communications targeted at
consumers, businesses, financial advisors, insurance producers and providers over time. As the
market leader, Competiscan’s clients are better informed, leading to more effective communications
and marketing with the ultimate goal of staying ahead of the competition.
Visit www.competiscan.com for more information.

12. If you have any questions about this report
or any of the topics covered, contact:
Jim McDonald
Director of Business Development
Media Logic
866.353.3011
jmcdonald@medialogic.com
Learn more about Media Logic at medialogic.com
and subscribe to our health care marketing newsletter
at medialogic.com/signup.
Richard Goldman
CEO & Founder
Competiscan
312.546.3489
richard@competiscan.com
Learn more about Competiscan at competiscan.com.