Inside Tips on Marketing Hospital Services to Boomers

It's well understood that the U.S. is teeming with a population that's older and sicker than ever. Quick facts: there are over 78 million baby boomers in the U.S. today. Six out of ten will have more than one chronic condition. The 50+ healthcare market is expected to grow 23% over the next decade, while the same market for those 18-49 will climb only 1%, according to research in Case Studies in Niche Marketing.

With these facts in mind, there is a booming (pun intended) opportunity for marketers to target the niche audience. Julie Sherman, senior director of brand services for Banner Health, offers practical advice for marketing for the aging population.

Step 1: Define the Audience and Goals

At the Banner MD Anderson Cancer Center the key demographic is Phoenix, AZ metropolitan seniors as well as their families, with the target market age range set at 45 plus. Banner Health has been expanding service lines geared toward seniors such as orthopedics and cardiovascular services.

The cancer center is set to open in the fall, and Banner marketers are looking to create a buzz getting baby boomers involved.

"The number one goal is to build name recognition," Sherman tells HealthLeaders Media. "Our research indicated that when people were asked to name the top cancer institute only 2% named MD Anderson."

Step 2: Recognize Obstacles and Successes

"One of the challenges we're working to overcome worried well and the people are really at risk. With our CRM tool we're able to define who is at risk. How we used to do it was by putting an ad in the paper saying come one, come all --- techniques to weed out the worried well and target the audience who really needs these services," Sherman says.

On any direct mailing campaign, there will be multiple prototyped catered toward the at-risk patient population. It is not "one size fits all," Sherman says.

It's equally important to know what works. In Banner's case, events have been successful.

For each service line, the marketing team will come up with a function they think will appeal to the patient demographic. Sherman estimates that Banner spends around $1,000 per hosted event.

"With email marketing you can fill the slots without spending a dollar," she says. "If we do ads we do them in the community sections of the paper."

The two most successful marketing techniques to reach seniors and baby boomers include email marketing and live events, Sherman says.

"We have facilities that are based in a population that is older population they are very engaged in events and lectures, it makes sense. People are living longer and really taking care of themselves in a very different way---they are very active in their health," she adds.

Integrated marketing techniques at Banner include hosting an event that will attract a certain audience, gather emails at the event, then follow up with an email campaign. For baby boomers, Sherman says a future event may be a lecture or a luminary walk dedicated to cancer patients.

Step 3: Adapt to Marketing Changes as the Population Ages

How will marketing change in the future due to the aging population? There are a number of factors to keep in mind with accountable care organization regulations, increased HIPAA scrutiny to prevent data breaches, and the growth of the medical home model.

"Our business model now is to drive patient volume. For ACOs, our goal will management of health in a cost efficient manner---keeping [patients] healthy and how to manage their disease processes," Sherman says. "It will different than marketing we have now that is based on driving patient volume. In the future there will be a lot more focus  on disease management, reminder systems, incentives, [and] wellness programs. Positioning of our facilities as a comprehensive system in place, from ambulatory service centers, to inpatient, [to] hospice is going to be essential. We're really looking at a focus on the continuum of care so we can attract market share."