By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
Health Works CollectiveHealth Works Collective
  • Health
    • Mental Health
    Health
    Healthcare organizations are operating on slimmer profit margins than ever. One report in August showed that they are even lower than the beginning of the…
    Show More
    Top News
    photo of hands with blue veins
    8 Proven Tips on Finding Difficult Veins
    November 12, 2021
    tips for getting over the pandemic blues
    4 Proven Ways to Get Over the Pandemic Blues
    February 22, 2022
    medical industry innovations
    How is CNC Machining Transforming the Medical Industry?
    June 2, 2022
    Latest News
    5 Reasons to Consider Drinking Sparkling Water
    June 8, 2023
    What Are the Different Categories of Medical Supplies?
    June 8, 2023
    Meal Delivery Services Can Promote Healthy Eating Habits
    June 8, 2023
    Getting Back in the Game: Sports Injuries Rehabilitation Tips
    May 31, 2023
  • Policy and Law
    • Global Healthcare
    • Medical Ethics
    Policy and Law
    Get the latest updates about Insurance policies and Laws in the Healthcare industry for different geographical locations.
    Show More
    Top News
    Cheap Generic Drugs from Emerging Markets Risky
    July 7, 2011
    Hospitals Push Hard for Medicaid Expansion
    May 2, 2013
    Who’s Gonna Put a Ding in the HealthCare Universe?
    October 12, 2011
    Latest News
    Transparency and Ethics in Medical Residency Placement
    June 8, 2023
    MRI Sedation Options: What You Should Know Before Screening
    May 17, 2023
    What is the Process of Creating Medicine from Nature?
    May 2, 2023
    Choosing the Right Treatment Option for Varicose Veins
    May 2, 2023
  • Medical Innovations
  • News
  • Wellness
  • Tech
Search
© 2023 HealthWorks Collective. All Rights Reserved.
Reading: Digitally Engaging the Elderly: Why & How You Should Target This Patient Demographic
Share
Sign In
Notification Show More
Aa
Health Works CollectiveHealth Works Collective
Aa
Search
Have an existing account? Sign In
Follow US
  • About
  • Contact
  • Privacy
© 2023 HealthWorks Collective. All Rights Reserved.
Health Works Collective > eHealth > Social Media > Digitally Engaging the Elderly: Why & How You Should Target This Patient Demographic
BusinesseHealthSocial Media

Digitally Engaging the Elderly: Why & How You Should Target This Patient Demographic

Jonathan Catley
Last updated: 2015/04/14 at 8:00 AM
Jonathan Catley
Share
5 Min Read
SHARE

Today’s seniors grew up with traditional media. Millennials grew up with digital media. Therefore, seniors should continue to receive traditional advertisements, while Millennials and younger audiences receive the brunt of digital ads. If you think there’s something wrong with this statement, you’d be right.

Contents
The New ‘Word-of-Mouth’ AdvertisingProvide the Information Seniors WantMake it Easy

Today’s seniors grew up with traditional media. Millennials grew up with digital media. Therefore, seniors should continue to receive traditional advertisements, while Millennials and younger audiences receive the brunt of digital ads. If you think there’s something wrong with this statement, you’d be right. Despite this, many healthcare marketers have decided to exclude seniors as an audience for their digital marketing efforts.Digital Marketing, Healthcare Marketing

Though younger Americans have been quicker to adopt digital technologies, seniors are following close behind. eMarketer estimates that 30.5 million US consumers ages 65 and older will use the internet this year, representing 63.7% of all residents in that age range. By 2019, penetration will near 71%. When it comes to activities performed online, the Pew Internet and American Life found that 66% of seniors use the internet to look up medical/healthcare information.

If you’ve decided to eliminate this audience from your healthcare marketing strategy due to your assumption that seniors aren’t digitally engaged, it’s time to rethink. A national survey by the Pew Research Center’s Internet & American Life Project indicates:

More Read

employee's wellness

How Hospitals and Other Healthcare Providers Can Boost Employee Morale

What are the Benefits of Hospitals and Clinics Using Expense Management Services?
Tips to Keep Health Workers Safe in the Workplace
9 Hospitals That Have Introduced Green Initiatives
Best Money-Saving Tips for Health Managers

For ages 50-64:

  • 71% seek healthare information online
  • 60% search for healthcare information on Facebook

For ages 65+

  • 58% seek healthcare information online
  • 43% search for healthcare information on Facebook

Seniors are demanding digital. Accenture Research reveals that 67% of Americans 64 and older think that accessing their medical information online is very or somewhat important. Accenture’s study also discovered the following:

  • 83% of US seniors think they should have full access to their electronic health records—only 28% percent actually do.
  • 68% of seniors say it is somewhat or very important to request prescription refills electronically, and nearly 46% can do so.
  • 62% of seniors believe it is somewhat or very important to be able to book appointments online.
  • Over half (53%) say it is somewhat important or very important to email with providers.

Seniors are seeking out medical resources and information online, and as their habits evolve, so too should your healthcare marketing strategy. Here’s what you need to do to effectively attract and engage seniors with your digital healthcare assets.

The New ‘Word-of-Mouth’ Advertising

You can do this by creating valuable, engaging content designed for social sharing. Whenever a user shares your content, they’re endorsing your brand to their friends and family. According to the American Osteopathic Association, 59.8% of seniors use recommendations from friends and family to find physicians.

Provide the Information Seniors Want

In its study, the American Academy of Family Physician found that half of the US seniors it surveyed in March 2012 felt there wasn’t a single online resource where they could find highly credible health information, including information about prescription drugs for the elderly (14%) and preventative medical care for seniors (13%).

You must approach the senior market the same way you do your other markets. Determine what digital information they want, or more importantly need, and then introduce these topics into your content and advertising.

Make it Easy

This may seem obvious, but you must ensure that landing pages, advertisements, emails and other promotional materials are simple, easy to read and visually appealing. Your website should also be designed with accessibility in mind. Will visitors with impairments or disabilities be able to easily navigate through your site? If not, you may need to work with your software development team to integrate accessibility.

Don’t discount seniors when devising your healthcare digital marketing strategy. This online audience is growing at a steady rate and is coming to expect more from its healthcare providers. Failing to provide seniors with the digital resources and services they’re looking for will be a costly mistake for your organization. 

TAGGED: elderly

Sign Up For Daily Newsletter

Be keep up! Get the latest breaking news delivered straight to your inbox.
By signing up, you agree to our Terms of Use and acknowledge the data practices in our Privacy Policy. You may unsubscribe at any time.
Jonathan Catley April 14, 2015
Share this Article
Facebook Twitter Copy Link Print
Share
Previous Article social media for healthcare David Harlow IS @Healthblawg
Next Article Solutions for Government IT Projects Breaking Bad Healthcare: The Story of Healthcare.gov

Stay Connected

1.5k Followers Like
4.5k Followers Follow
2.8k Followers Pin
136k Subscribers Subscribe

Latest News

medical residency ethics
Transparency and Ethics in Medical Residency Placement
Medicare June 8, 2023
weight loss
From Pills To Procedures: A Comprehensive Guide To Medical Weight Loss
Weight Loss June 8, 2023
sparkling water health benefits
5 Reasons to Consider Drinking Sparkling Water
News June 8, 2023
skin allergy causes
What Are The Common Triggers Of Skin Allergy?
Allergy June 8, 2023

You Might also Like

Types of Remote Access Solutions for Hospitals
Medicare

Types of Remote Access Solutions for Hospitals

April 27, 2023
get a career in medical device sales
Medicare

What Are the Benefits of Attending Medical Sales College?

April 10, 2023
subscription based telemedicine
Hospital Administration

Subscription Management Solutions Are Crucial for Telemedicine

April 5, 2023
patient's well-being
Hospital Administration

Comfort And Safety: 7 Ways Healthcare Organizations Can Create A Better Environment For Their Patients

April 4, 2023
//

We influence million of users and is the most authentic source of information on healthcare business and technology news.

Quick Links

  • About
  • Contact
  • Privacy
Subscribe

Subscribe to our newsletter to get our newest articles instantly!

Follow US

© 2008-2023 HealthWorks Collective. All Rights Reserved.

Welcome Back!

Sign in to your account

Lost your password?