Talkin' About My Generation: Marketing to Consumers of All Ages

posted by Pivotal Health Solutions on Friday, July 24, 2015

The one constant in health care marketing? The fact that not all health care consumers are alike. 

But according to a new white paper from marketing Smith & Jones, consumer needs and habits do tend to fall a certain way depending upon the generation they're born into--offering some interesting perspectives on how you may want to market your health care practice. 

The Greatest Generation (65 and older). This group makes up only 12 percent of the general population but accounts for 35 percent of all hospital stays! These consumers rely heavily on their physicians for health care information, so health care providers should market to and with referring physicians, along with using mass media. 

Baby Boomers (ages 45–65). This group also relies on their physicians but are more likely to research their options, so online and offline messaging is key. For example, Boomers are likely to research online information they see on television. 

Generation X (ages 30–45). Gen-Xers shop for health care much like they do everything else. Web marketing should focus on positioning your practice, managing your brand and sharing positive patient experiences. 

Millennials (ages 20–30). These healthy young people don't use health care much—yet. But they respond to targeted messages when they are close to a care decision and they prefer creative and mobile-based advertising. Also watch for negative reviews on websites and social networks: This group pays attention and will change providers based on bad experiences. 

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There's little doubt that consumerism is on the rise in health care thanks to a variety of seismic changes sweeping the industry. But providers that want to capitalize on this trend must also realize that not all health care consumers are alike, according to a new white paper from marketing firm Smith & Jones.

For all types of health care consumers, the availability of online information on care quality, the existence of alternatives to hospital-based care and patients' increased financial burden means that providers must strive to not only provide quality care, but cater to their patients' individual needs, the white paper states. And these consumers' needs and habits vary according to the generation to which they belong.

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This article excerpt, by Leslie Small, originally appeared here: http://www.fiercehealthcare.com/story/talkin-bout-my-generation-how-healthcare-marketers-can-reach-all-types-cons/2015-06-03.