Boomers: Don't advertise to them, engage them

When Valerie Culver looked at the demographics for her health system’s service area, one thing was clear: Weiss Memorial Hospital would not be counting on its OB department to bring in big revenue for years to come. That’s why the Chicago organization made the difficult decision to stop delivering babies and instead deliver the health services most needed by baby boomers.

“We decided not to try and be everything to everyone,” Culver said during the recent HealthLeaders Media Webcast, “Marketing to Boomers: Strategies to Build Loyalty Now.”