DTC marketers should be aware that there is a changing of the guard when it comes to seniors. Boomers, who are turning 65 at the rate of around 10,000 per day, are redefining aging. They don’t like to be caller silver and they have special needs when it comes to online health information.
While writing my report for eMarketer on the Demographics of Online Health Seekers I came across some data that indicated that seniors want and need special health information. When we turn 65 we often turn into the “ologist” generation; instead of one doctor seniors usually see more like cardiologists, dermatologists, etc. With so many health issues and medications it seniors can be overwhelmed quickly and more and more of them are turning to the internet for health information but one content strategy does not fit all anymore.
DTC marketers need to learn everything they can about their target market beyond demographics. They need to understand the challenges of going to multiple physicians and having to ensure that they all share paperwork (EHR”S?). More importantly seniors want to know more about their medications as it relates to the quality of life and they want to be ensure there is nor interactions with other drugs they maybe taking.
It’s important, when developing a digital marketing strategy, that DTC marketers understand who they are talking to and what information they really want and need. Stop pushing sales talk and listen to your audience and for God’s sake do some qualitative research so you can understand their needs.
More and more seniors are turning to the internet for health information. Whether your website is part of their treatment decision making is up to you but time is running out on your marketing’s relevance.