[UPDATED FOR 2024]
Know your audience. It’s good advice for public speakers and anyone who’s trying to make a pitch. And it’s especially key in marketing. In order to connect with your prospective patients, you need to truly understand their needs, and know exactly how they’d like to hear from you. If you have a specialty medical practice with one or more locations, this can be tricky. But it’s not impossible.
Your Audience Is Changing
You know this already. Patient demographics are rapidly reshaping. With the Greatest Generation, the Silent Generation, and a good portion of the Baby Boomers now over 65, this aging population will reach 77 million by 2034 (more than the number of children under 18); and since we’re all living longer, you’re going to see a larger influx of older patients for a very long time. If your practice isn’t making a concerted effort to reach and win this group, you are missing out on a big piece of the patient pie. So how do you attract this desirable demographic?
How to Attract and Retain Older Patients
1. Wow Your Patients
No surprise here. No matter what their age, people want positive patient experiences. We all know the power of word-of-mouth and how your happy customers will tell their friends, who will tell their friends, in an upward spiral of better business. By giving your current patients a great experience, you’ll also save the cost of attracting new ones. And remember, retaining loyal patients is far more cost-effective.
2. Leverage Cross-Channel Marketing
As of 2023, approximately 76% of adults over 65 owned a smartphone, compared to 97% of adults 18-49 – and their ownership drops off after age 74. While they are currently one of the biggest adopters of social media (more on that in a minute), this means many still get their news and information from traditional advertising sources (e.g., television, radio, outdoor, newspapers, and magazines). These are comfortable, trusted media sources. And since screen size can be an issue, many appreciate print items, which they can hold in their hands. A well-rounded marketing strategy will reach these prospects, and it’s always smart to integrate multiple channels along the buyer’s journey to reach people at all decision points, no matter what age you’re targeting.
Related: Top 6 Gifts to Show Nurses Your Appreciation
3. Use the Data to Bring Them In
Predictive analytics help you determine those prospects most likely to become patients. Whether you deploy direct mail, email campaigns, social advertising, or an integration of these and more, this strategy saves time, money, and the hassle of targeting the wrong people.
4. List Your Practice Where They’re Looking
When people seek out medical offices, there are several go-to methods. Referrals are a strong method, but listings in well-known directories are also important. Consider purchasing advertising, such as Google Ads, to drive people there. And make sure your listing information is accurate and you’re monitoring reviews to keep your patients happy!
5. Get Social
Many people don’t realize one of the fastest growing segments of social media users is indeed seniors. The Pew Research Center tells us 60% of those 65+ use YouTube and 58% use Facebook, and they prefer these platforms to Twitter, LinkedIn, and Instagram. The bottom line? Make sure your practice has an updated Facebook page, and consider targeted advertising to draw people in.
6. Retarget for Response
Older Americans have been shown to respond well to retargeted ads. So retargeting them with ads once they’ve been on your landing pages, or shown interest without taking action, could reap valuable returns.
7. Listen to the Data
With data-driven marketing, you can track what’s working and what’s not in real-time, so you can tweak targeting, messaging, imagery, timing, and more to make it resonate with prospects even better.
8. Keep It Clear
Straightforward messaging makes sense for any age group, and for those who may struggle with sight or hearing issues, it’s critical. Use larger fonts where they make sense, but don’t go overboard. Avoid using the terms “senior citizen” or “elderly” when speaking to this audience. No one likes these words! And, as you’ll see in a moment, no one actually feels 75 (unless maybe they’re 95)!
9. Address Them Directly
The senior generations are known for their vitality and independence. The majority are strong, healthy, and self-sufficient, and do not appreciate when marketers speak to others instead of talking to them. They may welcome the input of their children or caregiver, but they still want to be part of the decision-making process.
10. Go Aspirational for Inspiration
Most older people see themselves as at least 5-10 years younger than they actually are. It’s why we all always feel 25 inside. So when you’re selecting photos for an email, ad, newsletter, or other vehicle, try to feature people between the ages of 60 and 70 to build a connection with your prospects. And favor action shots rather than sedentary ones where it makes sense – these are not the “rocking chair” grannies of the past!
11. Get Personal
Even as members of a cohesive generation with common cultural touchstones, it’s important to remember each person is unique. No matter what age they are, people respond favorably to personalized communications. For example, personalized emails deliver 6x higher transaction rates.
12. Get More Value
Who doesn’t like free things? Whether it’s a thoughtfully created eBook on your site that addresses common ailments associated with aging, wellness brochures in the waiting room, or a free pad of paper, patients appreciate the gesture and also subconsciously want to reciprocate by supporting you. You can also advertise these items in your online or direct mail pieces to attract them to your practice.
Related: Make Your Medical Experience Irresistible to Seniors
Pull More Profit With More Patients
Are you ready to bring in more patients? These ideas are all relatively easy to implement. And if you want help, we have the tools and technology to attract and retain your most qualified prospects. With our data-driven approach, we can target the best prospects for your practice. We’re also SOC-2 certified to handle your most sensitive medical data throughout printing and delivery. Let us help you simplify your success with a marketing strategy that pulls in more patients and more profit!
