4. • Engaging banner ads
• Content‐rich web sites
• Blog and social media posts by experts
• Email blasts filled with relevant information
By establishing a pervasive web presence and making your advertising materials both informative
and relevant to seniors, you’ll become one of those top‐of‐mind marketers who benefits from the
vibrant world of word‐of‐mouth marketing that this generation participates in.
Are You Speaking the Right Language?
Studies have shown that when it comes to reaching seniors, most current advertising is missing the
mark. More than one‐third of boomers are dissatisfied with the marketing landscape, feeling that
only one in four ads are aimed at them.8 This is a problem, because if this group doesn’t think a
marketer is addressing its needs, it tunes out—and your message is lost.
The problem is twofold. First, most marketing still focuses on the ever‐coveted youth market. But
even those messages intended to speak to the mature audience often fall short. That’s because
today’s seniors are a different breed—and many marketers have not yet learned to speak their
language.
For the most part, these seniors don’t see themselves as old. Even people in their late 60s think of
themselves as being middle‐aged.9 So any message that refers to them as elderly automatically
turns them off.
Because of these attitudes, addressing the aging issue with humor is often a big faux pas. Quite
simply, this generation doesn’t think getting old is funny. They’re also put off by scare tactics.
Advertisements using these strategies often backfire, making seniors less likely to pay attention to
future efforts by that marketer.
So what does work for this audience? Messages promoting youthfulness and independence. Focus
on how your product or service can help seniors continue to live happy, active lives for years to
come. In addition, keep in mind that this generation tends to see themselves as 10 years younger
than they actually are, so target your imagery accordingly.
5. Making Sure Seniors See Your Digital Message.
Despite their youthful attitudes, boomers and their older peers do have certain limitations when it
comes to navigating the web. Whether because of age‐related issues or simple inexperience with
the Internet, sites that don’t follow certain guidelines tend to lose this important audience.
Consistent, logical information architecture is key. Items to include are:
• Easy‐to‐follow navigation—Use clearly labeled buttons, and keep the order consistent
throughout. Also, keep your navigation bars in the same place on every page, and when
possible, include more than one way for seniors to click through your site.
• Hierarchical page structure—Use consistent design elements across all pages to clearly
delineate content areas and help seniors find the information they’re looking for quickly and
easily.
• Organization—Group pages into logical categories, and try not to go more than three levels
deep.
• Use large type—Fading eyesight means more difficulty seeing small type, so use at least a 12
point font whenever possible.
• Use the right imagery—Forget nostalgia. Use images that show seniors where they are
today.
These simple guidelines will go a long way toward ensuring your audience sees—and heeds—your
message online.
Get Online or Get Left Behind.
With the aging in of the Baby Boomer generation, the world of health care marketing is going to
have to change. For the first time, the senior demographic is heading online in record numbers—and
to reach them, marketers will have to follow suit.
To do otherwise would be to neglect the most powerful group of consumers this industry has ever
seen. While they are currently fairly passive Internet users, they are increasingly relying on the
information they find there to make decisions in every aspect of their lives.
This makes it essential for health care marketers to have a substantial, content‐rich presence on the
web—one that keeps the unique needs of this audience in mind. By doing so, they can set
themselves up to become a force to be reckoned with for decades to come. And that’s exactly
where every health care communicator wants to be.
6. Endnotes
1. “Matures 62+ on the Internet: An Overlooked Audience,” Focalyst, April, 2008.
2. “50+ Facts and Fiction,” Immersion Interactive,
www.immersionactive.com/lower.cfm?section=resources&page=facts_fiction.
3. “Online for Health: The Impact of Online Behavior on Healthcare Decisions Breakdown by
Age,” Harris Interactive, September 2007.
4. Kim, Gary, “Boomer Broadband: Boom!” IP Business News, November 19, 2008.
5. Boehman, Jonathan and Weigelt, David, Dot Boom: Marketing to Seniors Through
Meaningful Online Engagement, 2008
6. “Baby Boomers Uniquely Positioned to Embrace Emerging New Media, TV Land’s Joy of Tech
Study Finds,” TV Land, January 2, 2007.
7. “Boomers Big on Word of Mouth,” eMarketer, March 21,2007, www.emarketer.com.
8. “TV Land Focuses on Baby Boomers: Affluent Demo is Hard to Reach,” TV News, February 3,
2008.
9. Tooker, Richard, “Capturing the Exploding Senior Market: 23 Rules for Targeting Seniors,”
KnowledgeBase Marketing.