Seniors over 65 are increasingly using the internet, with over a third now online. This is driven by baby boomers, who grew up with technology and are more comfortable with it than previous generations. As boomers age, they are actively researching health information online and influencing others with what they find. Healthcare marketers need to ramp up their digital marketing efforts to reach this growing demographic.
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Physical Chemists have known that Poisson Boltzmann theories (including Debye Huckel) are poor descriptions of the properties of ionic solutions at reasonable concentrations, or in mixtures or containing divalent ions. Since all of life occurs in ionic solutions that are quite concentrated, and involve calcium, Poisson Boltzmann theories are of limited use in biology.
These facts seem not to be widely known in the biochemical and biophysical community or among applied mathematicians and theoretical chemists. Thus, the title of this paper
La incontinencia urinaria (IU) constituye un síntoma frecuente en la consulta de Atención Primaria, que puede afectar a pacientes de todas las edades y con más frecuencia a mujeres, con una gran variedad en cuanto a su gravedad y naturaleza. Es necesario conocer las formas de incontinencia urinaria, las opciones de manejo disponibles en Atención Primaria y sus resultados.
In this webinar we explored what we can learn from the COVID-19 pandemic about how to support people to get online and stay online.
Find out more: https://www.ageing-better.org.uk/events/road-recovery-bridging-digital-divide
Louise hunt.com-the internet has no barriers where age is concernedLouise Hunt
The workplace is changing and older people face the challenge of "keeping up" with the overwhelming advances in technology. Gone are the days of paper and pencil, it's all about touch screens and webinars.The older generation is keeping up, they are "Tuned in and Switched on" right into their 70's and rightly so because many still have the energy and enthusiasm to carry on.The single biggest reason cited by nearly every study mentioned in the media today for not retiring is the lack of cash. This coupled with the desire to continue travelling and living the good life has kept the Boomers locked to their desks. To find out how I am funding my Retirement visit my website.
What is digital exclusion, how big a problem is it for us and how do we desig...Al Mathers
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Here are my slides from a recent presentation on this, given at the 'The Road to Recovery: Bridging the digital divide' webinar hosted by the Centre for Ageing Better https://www.ageing-better.org.uk/events/road-recovery-bridging-digital-divide
An article I undertook pertaining to on line marketing strategy for audiology practices. The article appeared in Audiology Practices, the official publication of The Academy of Doctors of Audiology
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Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
According to a Pew Research Center analysis of U.S. Census Bureau data, Millennials have become the largest generational group in the United States. Along with this shift in demographics comes changes in experiences, attitudes and expectations, all of which have implications for varying businesses, including health care providers.
La incontinencia urinaria (IU) constituye un síntoma frecuente en la consulta de Atención Primaria, que puede afectar a pacientes de todas las edades y con más frecuencia a mujeres, con una gran variedad en cuanto a su gravedad y naturaleza. Es necesario conocer las formas de incontinencia urinaria, las opciones de manejo disponibles en Atención Primaria y sus resultados.
In this webinar we explored what we can learn from the COVID-19 pandemic about how to support people to get online and stay online.
Find out more: https://www.ageing-better.org.uk/events/road-recovery-bridging-digital-divide
Louise hunt.com-the internet has no barriers where age is concernedLouise Hunt
The workplace is changing and older people face the challenge of "keeping up" with the overwhelming advances in technology. Gone are the days of paper and pencil, it's all about touch screens and webinars.The older generation is keeping up, they are "Tuned in and Switched on" right into their 70's and rightly so because many still have the energy and enthusiasm to carry on.The single biggest reason cited by nearly every study mentioned in the media today for not retiring is the lack of cash. This coupled with the desire to continue travelling and living the good life has kept the Boomers locked to their desks. To find out how I am funding my Retirement visit my website.
What is digital exclusion, how big a problem is it for us and how do we desig...Al Mathers
Invited presentation in June 2020 to the Ministry of Justice's Design Team on digital exclusion in the UK and implications for Government Service Design
The road to recovery: bridging the digital divide Al Mathers
As Autumn sets in and many of us are now living with the impact of COVID-19, local lockdowns and social distancing as an ongoing reality, what does this mean for the UK and healthy ageing?
Digital inclusion will play an increasing critical role in the healthy ageing agenda, so what have we learnt about the challenges older people and organisations now face, is there a deepening the digital divide, and how can we work differently and collaboratively to ensure more older people can maximise the benefits of being part of a digital society to meet their personal needs?
Here are my slides from a recent presentation on this, given at the 'The Road to Recovery: Bridging the digital divide' webinar hosted by the Centre for Ageing Better https://www.ageing-better.org.uk/events/road-recovery-bridging-digital-divide
An article I undertook pertaining to on line marketing strategy for audiology practices. The article appeared in Audiology Practices, the official publication of The Academy of Doctors of Audiology
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Learn how Plug Into Healthcare can help you build a strong online presence by strategically using today's most effective digital channels to build brand awareness and an authentic connecting with your audience.
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Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
According to a Pew Research Center analysis of U.S. Census Bureau data, Millennials have become the largest generational group in the United States. Along with this shift in demographics comes changes in experiences, attitudes and expectations, all of which have implications for varying businesses, including health care providers.
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Implicitly or explicitly all competing businesses employ a strategy to select a mix
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involves recognizing relationships between elements of the marketing mix (e.g.,
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4. • Engaging banner ads
• Content‐rich web sites
• Blog and social media posts by experts
• Email blasts filled with relevant information
By establishing a pervasive web presence and making your advertising materials both informative
and relevant to seniors, you’ll become one of those top‐of‐mind marketers who benefits from the
vibrant world of word‐of‐mouth marketing that this generation participates in.
Are You Speaking the Right Language?
Studies have shown that when it comes to reaching seniors, most current advertising is missing the
mark. More than one‐third of boomers are dissatisfied with the marketing landscape, feeling that
only one in four ads are aimed at them.8 This is a problem, because if this group doesn’t think a
marketer is addressing its needs, it tunes out—and your message is lost.
The problem is twofold. First, most marketing still focuses on the ever‐coveted youth market. But
even those messages intended to speak to the mature audience often fall short. That’s because
today’s seniors are a different breed—and many marketers have not yet learned to speak their
language.
For the most part, these seniors don’t see themselves as old. Even people in their late 60s think of
themselves as being middle‐aged.9 So any message that refers to them as elderly automatically
turns them off.
Because of these attitudes, addressing the aging issue with humor is often a big faux pas. Quite
simply, this generation doesn’t think getting old is funny. They’re also put off by scare tactics.
Advertisements using these strategies often backfire, making seniors less likely to pay attention to
future efforts by that marketer.
So what does work for this audience? Messages promoting youthfulness and independence. Focus
on how your product or service can help seniors continue to live happy, active lives for years to
come. In addition, keep in mind that this generation tends to see themselves as 10 years younger
than they actually are, so target your imagery accordingly.
5. Making Sure Seniors See Your Digital Message.
Despite their youthful attitudes, boomers and their older peers do have certain limitations when it
comes to navigating the web. Whether because of age‐related issues or simple inexperience with
the Internet, sites that don’t follow certain guidelines tend to lose this important audience.
Consistent, logical information architecture is key. Items to include are:
• Easy‐to‐follow navigation—Use clearly labeled buttons, and keep the order consistent
throughout. Also, keep your navigation bars in the same place on every page, and when
possible, include more than one way for seniors to click through your site.
• Hierarchical page structure—Use consistent design elements across all pages to clearly
delineate content areas and help seniors find the information they’re looking for quickly and
easily.
• Organization—Group pages into logical categories, and try not to go more than three levels
deep.
• Use large type—Fading eyesight means more difficulty seeing small type, so use at least a 12
point font whenever possible.
• Use the right imagery—Forget nostalgia. Use images that show seniors where they are
today.
These simple guidelines will go a long way toward ensuring your audience sees—and heeds—your
message online.
Get Online or Get Left Behind.
With the aging in of the Baby Boomer generation, the world of health care marketing is going to
have to change. For the first time, the senior demographic is heading online in record numbers—and
to reach them, marketers will have to follow suit.
To do otherwise would be to neglect the most powerful group of consumers this industry has ever
seen. While they are currently fairly passive Internet users, they are increasingly relying on the
information they find there to make decisions in every aspect of their lives.
This makes it essential for health care marketers to have a substantial, content‐rich presence on the
web—one that keeps the unique needs of this audience in mind. By doing so, they can set
themselves up to become a force to be reckoned with for decades to come. And that’s exactly
where every health care communicator wants to be.
6. Endnotes
1. “Matures 62+ on the Internet: An Overlooked Audience,” Focalyst, April, 2008.
2. “50+ Facts and Fiction,” Immersion Interactive,
www.immersionactive.com/lower.cfm?section=resources&page=facts_fiction.
3. “Online for Health: The Impact of Online Behavior on Healthcare Decisions Breakdown by
Age,” Harris Interactive, September 2007.
4. Kim, Gary, “Boomer Broadband: Boom!” IP Business News, November 19, 2008.
5. Boehman, Jonathan and Weigelt, David, Dot Boom: Marketing to Seniors Through
Meaningful Online Engagement, 2008
6. “Baby Boomers Uniquely Positioned to Embrace Emerging New Media, TV Land’s Joy of Tech
Study Finds,” TV Land, January 2, 2007.
7. “Boomers Big on Word of Mouth,” eMarketer, March 21,2007, www.emarketer.com.
8. “TV Land Focuses on Baby Boomers: Affluent Demo is Hard to Reach,” TV News, February 3,
2008.
9. Tooker, Richard, “Capturing the Exploding Senior Market: 23 Rules for Targeting Seniors,”
KnowledgeBase Marketing.