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MEDICARE MARKETING INSIGHTS
WHICH PICS DID
SENIORS PICK?
PHOTOGRAPHY PREFERENCE SURVEY
© 2016 Media Logic USA, LLC & Competiscan, LLC.
2
We surveyed 400+ older adults (age 64 and older) nationwide about their ...
© 2016 Media Logic USA, LLC & Competiscan, LLC.
} WILL IT ATTRACT YOUR ATTENTION?
} IS THE PERSON IN THE PHOTO RELATABLE?
...
© 2016 Media Logic USA, LLC & Competiscan, LLC.
THE HIGHEST-RATED PHOTOS
IN EACH CATEGORY
4
Top scores for:
Relatable
Acti...
© 2016 Media Logic USA, LLC & Competiscan, LLC.
RESPONDENTS’ REACTIONS
TO “GARDENING”
5
IT WAS “ATTRACTIVE” AND RELATABLE:...
© 2016 Media Logic USA, LLC & Competiscan, LLC.
6
“GOOD TIMES WITH FRIENDS
MAKE ME FEEL GOOD”
“NICE TO SIT AND VISIT”
“FUN...
© 2016 Media Logic USA, LLC & Competiscan, LLC.
THE LOWEST-RATED PHOTOS
IN EACH CATEGORY
7
Lowest score for:
Relatable
Low...
© 2016 Media Logic USA, LLC & Competiscan, LLC.
} Respondents felt the car maintenance photo was “boring” and “a chore.”
}...
© 2016 Media Logic USA, LLC & Competiscan, LLC.
WE ALSO ANALYZED THE OVERALL
SCORES AND NOTICED A WIDE RANGE
OF OPINIONS O...
© 2016 Media Logic USA, LLC & Competiscan, LLC.
ADVICE AND IMPLICATIONS
FOR MARKETERS:
10
} Consider developing and levera...
© 2016 Media Logic USA, LLC & Competiscan, LLC.
ABOUT MEDIA LOGIC
Media Logic is a national leader in health care marketin...
If you have any questions about this report
or any of the topics covered, contact:
Jim McDonald
Director of Business Devel...
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Medicare Marketing Photo Preference Survey

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We surveyed over 400 adults aged 65 and older about their reactions and preferences when it comes to photography and Medicare marketing. We showed them a series of 16 photos depicting Medicare-aged consumers engaged in a variety of activities

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Medicare Marketing Photo Preference Survey

  1. 1. MEDICARE MARKETING INSIGHTS WHICH PICS DID SENIORS PICK? PHOTOGRAPHY PREFERENCE SURVEY
  2. 2. © 2016 Media Logic USA, LLC & Competiscan, LLC. 2 We surveyed 400+ older adults (age 64 and older) nationwide about their reactions and preferences when it comes to photography. Via an online survey, we showed them 16 photos depicting Medicare-aged consumers engaged in a variety of activities. THEY SAY A PICTURE IS WORTH A THOUSAND WORDS, BUT HOW CAN MEDICARE MARKETERS USE PHOTOS TO MAKE THEIR ADS MORE EFFECTIVE AND APPEALING?
  3. 3. © 2016 Media Logic USA, LLC & Competiscan, LLC. } WILL IT ATTRACT YOUR ATTENTION? } IS THE PERSON IN THE PHOTO RELATABLE? } DOES THIS ACTIVITY APPEAL TO YOU? } DOES THE PHOTO GIVE YOU A POSITIVE FEELING ABOUT THE BRAND/PRODUCT? } DOES IT MAKE YOU WANT TO LEARN MORE ABOUT THE BRAND/PRODUCT? WE ASKED THEM TO RATE EACH PHOTO ACCORDING TO 5 CRITERIA: 3
  4. 4. © 2016 Media Logic USA, LLC & Competiscan, LLC. THE HIGHEST-RATED PHOTOS IN EACH CATEGORY 4 Top scores for: Relatable Activity Appeal Top scores for: Attract Attention Positive Feeling Want to Learn More GARDENINGDINNER WITH FRIENDS
  5. 5. © 2016 Media Logic USA, LLC & Competiscan, LLC. RESPONDENTS’ REACTIONS TO “GARDENING” 5 IT WAS “ATTRACTIVE” AND RELATABLE: “I HAVE A GARDEN AND I LIKE TO GROW VEGGIES.” “BOUNTIFUL, HAPPY, COLORFUL AND I WOULD WANT TO READ MORE.” IT CONVEYED: “GOING GREEN,” “HEALTHY,” “NO GMOS”
  6. 6. © 2016 Media Logic USA, LLC & Competiscan, LLC. 6 “GOOD TIMES WITH FRIENDS MAKE ME FEEL GOOD” “NICE TO SIT AND VISIT” “FUN AND HAPPY” “THIS IS LIVING” “VERY HEARTFELT” RESPONDENTS’ REACTIONS TO “DINNER WITH FRIENDS”
  7. 7. © 2016 Media Logic USA, LLC & Competiscan, LLC. THE LOWEST-RATED PHOTOS IN EACH CATEGORY 7 Lowest score for: Relatable Lowest scores for: Attract Attention Activity Appeal Positive Feeling Want to Learn More CAR MAINTENANCEWATERSKIING
  8. 8. © 2016 Media Logic USA, LLC & Competiscan, LLC. } Respondents felt the car maintenance photo was “boring” and “a chore.” } People commented that the waterskiing photo “didn’t look authentic” and was “dangerous.” } Other photos that included traditional hobbies like chess and pottery were also deemed “boring” by our respondents. RESPONDENTS’ REACTIONS TO THESE IMAGES: 8
  9. 9. © 2016 Media Logic USA, LLC & Competiscan, LLC. WE ALSO ANALYZED THE OVERALL SCORES AND NOTICED A WIDE RANGE OF OPINIONS ON A FEW IMAGES 9 } Interesting note on “Woman with Dog”: Several respondents thought it implied being a widow or single, which they related to “Now it’s just me and my pets.” BOTH “GRANDMA WITH BABY” AND “WOMAN WITH DOG” WERE POPULAR, BUT WERE CLEARLY POLARIZING – THEY HAD THE WIDEST RANGE OF LIKES/DISLIKES OF ANY OF THE PHOTOS.
  10. 10. © 2016 Media Logic USA, LLC & Competiscan, LLC. ADVICE AND IMPLICATIONS FOR MARKETERS: 10 } Consider developing and leveraging demographic/psychographic data about your own customers to identify activities and imagery that will attract like-minded consumers. } Look for ways to incorporate healthy, natural imagery and social settings with friends (which are potentially more broadly appealing than photos with grandkids or pets). } Try to avoid activities that do not have universal appeal. } Try to avoid over-the-top or unrealistic hobbies.
  11. 11. © 2016 Media Logic USA, LLC & Competiscan, LLC. ABOUT MEDIA LOGIC Media Logic is a national leader in health care marketing – providing strategic, breakthrough solutions that drive business. Media Logic offers deep experience in branding and lead generation, and is expert at turning research and segmentation data into actionable plans. Leveraging more than two decades of health plan marketing knowledge, Media Logic understands the nuances of group, Medicare and individual exchange prospects. From traditional ad campaigns to retention efforts to content marketing, everything Media Logic does is focused on generating results for clients… giving them an edge in a competitive, constantly changing environment. Visit www.medialogic.com for more information. 11 ABOUT COMPETISCAN Founded in 2006, Competiscan provides its valued clients insights into the direct marketing strategies of competitors. Competiscan and its powerful web-based search utility monitors direct mail, email, mobile, online banners, print and social networking communications targeted at consumers, businesses, financial advisors, insurance producers and providers over time. As the market leader, Competiscan’s clients are better informed, leading to more effective communications and marketing with the ultimate goal of staying ahead of the competition. Visit www.competiscan.com for more information.
  12. 12. If you have any questions about this report or any of the topics covered, contact: Jim McDonald Director of Business Development Media Logic 866.353.3011 jmcdonald@medialogic.com Learn more about Media Logic at medialogic.com and subscribe to our health care marketing newsletter at medialogic.com/signup. Richard Goldman CEO & Founder Competiscan 312.546.3489 richard@competiscan.com Learn more about Competiscan at competiscan.com.

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