Choose your media wisely
Despite popular belief, Baby Boomers are internet savvy and spend a lot of time online. However, this mostly applies to the later Boomers. However, as with any generation, there are variances within the Boomers -- a lot depends on an individual’s specific healthcare needs and when he or she lies within the Boomer age spectrum. The early Baby Boomers prefer to communicate via offline platforms. Therefore it is important to keep in mind the variety of technical savviness within the Boomers itself. Brands need to communicate with Boomers across different media channels, including email newsletter, direct mail, social media, banner advertising, and community outreach.Focus on the local
People within the Boomer generation are less likely to travel for health care services, so healthcare and medical organizations should focus on localizing their marketing campaigns. Healthcare organizations can cultivate relationships within the locality by hosting local programs and events for Boomers to educate them about different health issues, diet, and exercise.Make use of social media
Healthcare organizations targeting Boomers need a strong social media strategy. Statista, a research firm, estimated approximately 68 percent of Baby Boomers in the US use YouTube. Online video marketing presents a great opportunity for organizations to present their products and services. Since Baby Boomers didn’t grow up in a world of instant gratification, they are likely not to be turned off by long-form or serialized videos. Facebook is also another social media channel that Baby Boomers have warmed up to. The younger generation has been weaning off Facebook, however, that doesn’t seem to be the case for Boomers. On the other hand, Boomers seem to be less interested in other popular social media channels, such as Instagram and Twitter.Be a link across generations
Baby Boomers are the link to further generations since they have kids and grandkids, as well as parents. Healthcare companies should keep this in mind as a way to boost their visibility. Providing information through different online and offline media channels can also be a way to reach the parents and children of Boomers as they are likely to provide advice and support to their families.Part of the Healthcare PR pillar on Everything-PR — the discipline, the regulatory environment, the press pool, and how pharma, biotech, hospitals, telehealth, and digital-health brands win Citation Share in the AI Communications era. See also: Healthcare GEO.
