Social Media to Reach Boomers: Think Again

[Dan Dunlop]

In my Engage:Boomers eblast today from MediaPost the focus was on social media and Boomers (as expected). And the interesting thing is that the post by Matt Thornhill challenges conventional wisdom that social media is now the way to reach boomers. According to the author, "We don't share in the excitement that Boomers and older adults are truly smitten with social networking sites for three reasons --- one based on experience to date, one based on psychology and one based on the math." (Source: MediaPost eNewsletter, Engage:Boomers, October 26, 2009) To view the article online go to http://tinyurl.com/yzxzwbk.

Specifically, Thornhill mentions how despite the number of Boomer focused social media sites that have sprung up over the last few years, Boomers just haven't shown an interest in them. In short, it appears that Boomers don't have an interest in sites about Boomers. As Thornhill points out, they aren't an affinity group! They are a "generational cohort." They seek out the information that interests them online, and that is topical rather than Boomer-focused.

This is a really interesting article. Thornhill goes on to talk about the psycho-social reasons many boomers don't seek out social networks. He quickly touches on "socio-emotional selectivity theory" - which basically says that as the end of life nears, we become more selective in how we use our time socially. We only invest in relationships that are emotionally rewarding. He sees this as another reason some Boomers may avoid Facebook.

To view the article online go to http://tinyurl.com/yzxzwbk.

The eBlast from MediaPost also contained an advertisement for a new book by David Weigelt and Jonathan Boehman titled Dot Boom. Evidently the text is about how to reach the Boomer market online. You can check it out online at Amazon: http://tinyurl.com/ccc3cb. Of course, there are a number of books out about marketing to Boomers. A few that I've seen include:

1. Boomer Consumer: Ten New Rules for Marketing to America’s Largest, Wealthiest and Most Influential Group by Matt Thornhill and John Martin

2. Turning Silver into Gold: How to Profit in the New Boomer Marketplace, by Mary Furlong

3. BOOM: Marketing to the Ultimate Power Consumer -- The Baby-Boomer Woman by Mary Brown and Carol Orsborn Ph.D.

4. Ageless Marketing by David Wolfe - this is an old favorite of mine.

5. Marketing to Leading-Edge Baby Boomers: Perceptions, Principles, Practices & Predictions by Brent Green - This is another text that has been around for a few years

Post by Dan Dunlop, The Healthcare Marketing Community & Blog

[Dan Dunlop]

Great input Kelley. You are right. For Boomers, healthcare is a high priority and a hot topic. It is a major point of their engagement online. Thanks for adding to the conversation.
Dan

[Kelley Connors]

Thanks Dan. I saw this Mediapost e-blast as well and just wanted to add more commentary here. Health and healthcare is a highly considered topic and one that boomers can't get enough of. The demise of the boomer sites mentioned in Thornhill's recent column did not mention how hot topics like healthcare, healthy aging, sex and relationships, and women's health and wellness impact the choice that boomers make to engage in social media when looking for healthcare advice and information. Actually, boomers are included in Pew Internet research of how American's search for health and wellness topics and the numbers seem to be rising. Good news for healthcare marketers!

[Dan Dunlop]

Absolutely, I always recommend a mix of traditional marketing tactics with social media. It usually takes a multi-faceted approach to really impact the target audience.

[Margaret Gregory]

Interesting thoughts, especially when health care sites review the numbers of comments they receive on their blogs, postings etc. Demonstrates the need for a mixed campaign in knowing how to reach specific demographics.

[Dan Dunlop]

Great feedback David. I appreciate you adding your voice to this discussion.

[David Marlowe]

In 30 plus years in health care marketing I've watched quite a large number of fads and trends come and go. Some were quick shots in the dark and faded fast (anyone remember gourmet meal service for the parents of new babys???). Some shifted to being regular, ongoing parts of a broader portfolio of marketing approaches (call centers for example).

People who know me well know that I'm certainly not a social media maven. I joke (only partially) that when they have anti-social media I'll sign up. But I recognize that electronic social media in some form or another is here to stay - and it certainly should be part of any provider's marketing mix. But only part and then only if it makes sense for the service and the audience.

Want some proof that the buzz in the field is way ahead of the actual interest. A very recent study conducted by Rob Klein (fielded in October of this year, 400 heads of households, conducted on line) found that ZERO percent of the participants followed or participated in a health care discussion on Twitter. One percent reported following or participating in a health care dialog on someone's blog. A geographically localized study that I was involved in found that 60% got most of their health care information from their doctor while 13% got it on line - and only 1% got it via "social media".

Who knows - maybe in 2012 or 2013 things will be different. But right now the smart marketing dollars are on access, physician relations and quality of the experience.