While it is true that the millennials spend a great deal of time online, the group that spends the most time researching and gobbling up online content each week is the Baby Boomers, according to Adweek.
Just as Facebook found that the largest segment of growth was in the 65 and over in years, each channel is finding this to be the case as well.
By concentrating on only the millenials, you are missing out on reaching a large segment with your medical marketing and therefore leaving large chunks of money on the table!
Pew Research Results
The breakdown from the research looks like this:
- 18-29 year olds-96% use internet
- 30-49 year olds: 93% are online
- Over 65- 63.7% of Baby Boomers are online
- 50% of ages 50-64 (a 57% increase since 2009) and 77% of those 30-49 use social media on a regular basis.
- Seniors are just as apt to share content on Facebook (60%) according to Adweek
Accenture points out that searching for health-related information is the number one reason that seniors go online: 58% of those 65 and older, and 71% of those 50-64, currently use the internet for exactly this purpose.
As these statistics highlight, digital ad campaigns should not concentrate only on the millennials because although they are receptive, you would be missing a big chunk of the patient population that is also receptive to your message. What you have to consider is what age group you provide services for in your practice and focus on ad campaigns to them without leaving any groups out.
Remember that seniors are more eager to take action than younger groups when it comes to their healthcare needs. The Advisory Board reports that healthcare spending by those 65+ could increase anywhere from $200 million to $1 trillion by 2024 and 62% of Baby Boomers currently have at least one chronic health condition related to obesity, while it is predicted that 60% will have multiple obesity-related complications by 2030. In spite of such statistics, they have the longest life expectancy of any generation, ever, reports Time — which means they’ll be in need of ongoing treatment for many years to come.
Your ad campaigns can be targeted to reach each age group specifically and cover the concerns that each of these groups have specifically. You speak to these patients every day in your office. It’s time to give up the reluctance and speak to them online as well!
Need help with your campaigns. No worries. I would be happy to help. Let’s discuss your needs and get you started. Call 516-647-3002