ad:tech San Francisco

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ad:tech San Francisco

  1. 1. Digital Marketing to Boomers and Beyond Seth Berman Director, Direct Marketing Blue Shield of California
  2. 2. About Blue Shield of California • Independent, not-for-profit, California-only – Separate from Anthem Blue Cross • First health plan to propose universal coverage – Blue Shield’s framework is basis of reform bill • 3.3 million members – 3rd in California after Anthem Blue Cross & Kaiser
  3. 3. Being Online vs. Buying Online Younger Older Silent G.I. Boomers Boomers Generation Generation 45-54 55-63 64-72 73+ Go Online 79% 70% 56% 31% Email 90% 90% 91% 79% Search 90% 89% 85% 70% Research 82% 79% 73% 60% Buy 68% 72% 56% 47% Source: Pew Internet – Generations Online in 2009
  4. 4. Boomer Campaign Landing Page
  5. 5. Senior Campaign Landing Page
  6. 6. Key Takeaways • Boomers and seniors are not created equal – But of those online, younger seniors use search and email at similar rates as boomers • Determine the online pursuits of your audience, and prioritize calls-to-action and content accordingly • Seniors research heavily online, but still like to purchase in person or by phone

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