Every Monday, we recap the most engaging mature marketing content from the previous week.
This week, a survey published by Internet Health Management shows how Baby Boomers are leading the charge in terms of digital healthcare management.
Also, DIY Marketers lists seven ways in which small businesses with limited budgets can gain maximum exposure for their brands at minimal cost. Read on to learn about the little things you can do that will have a big impact on your business.
Most Clicked: Baby Boomers Lead the Way in Digital Healthcare
The results of a survey conducted by CareCloud Corporation were recently published by Internet Health Management. The findings show that Baby Boomers are leading the way in terms of using digital tools to manage their healthcare needs.
Of the 1,443 people surveyed, 62% of the Boomers who responded said that they use the web to access and update their electronic medical records, compared to 58% in the 70+ demographic and 54% in the 35-50 demographic.
According to the survey, “digital communication is gaining traction as patients preferred method of contact with their providers outside of office visits.”
What implications does this have for marketers in the senior products and services industries?
As has been stated in our Social, Silver Surfers studies, it is further evidence that Baby Boomers are becoming more receptive to the idea of using digital tools to manage various aspects of their lives. This includes updating medical records and requesting prescription refills, as well as seeking out information they need about products and services.
There are still some marketing professionals that believe that the older generations are ignorant to digital media, and that resources shouldn’t be invested into trying to capture leads through these channels. This could not be further from the truth.
Considering that Baby Boomers are using digital tools to manage something as important as healthcare needs, don’t you think that they would be more than receptive to learning about your product, like a senior living community for example, through digital means as well?
Make sure that your website gives visitors in the older demographics all the tools they need to successfully navigate the site and find the information that they are looking for. This means including features such as live chat, search, text resizer, reviews, and contact forms on your website in areas where they can be easily accessed by the user.
Additionally, make sure your community’s site is optimized for use across various electronic devices including laptops, tablets and mobile phones.
If you haven’t done so already, now is the time to start investing in your digital marketing plan in order to meet a large portion of your target market where they are.
Most Shared: Inexpensive Marketing Hacks
Not every company is fortunate enough to have a bottomless marketing budget. As such, DIY Marketers recently compiled a list of 7 Small Business “No Budget” Marketing Hacks that can be used to by cash-strapped marketers in any industry.
One hack that stood out was asking your customers for ratings. The CareCloud Corporation study mentioned in the “Most Clicked” portion of this recap found that only 26% of the survey’s respondents across all age groups completed online reviews. People researching a product or service online are heavily reliant on reviews that they read, but it appears that they are less likely to write the review themselves.
If there are no reviews on your website, you are missing out on valuable marketing that won’t cost you anything. If you are marketing a senior living community, ask a handful of residents to provide a review about their experiences. Why did they choose your community? What do they enjoy most about it? What activities do they like to participate in?
When it comes to reviews, even one or two five-star ratings can go a long way for your brand. Reviews are often seen in search results and will give customers more information they need in order to make a decision about your community.
Another hack that stood out was using a tool known as HARO in order to get free exposure for your brand. HARO stands for Help a Reporter Out and has been lauded as an effective tool for brands looking to get into the public eye at no cost.
“HARO is, hands down, the best tool you can use to regularly get in front of journalists who cover your industry,” said Kari DePhillips, owner of The Content Factory, a digital public relations firm.
HARO connects journalists and brands with one another, and allows brands to pitch to journalists based on the industry that they are in. Brands that are active on HARO are exposed to over 35,00o media contacts and 475,000 sources including TIME, The Wall Street Journal, Reuters, and Fox News.
For marketers in the senior industry, this is almost a surefire way to get your brand’s story out to people who are actually looking for it, rather than pitching to your media list over and over again with mixed results.