to our message and our delivery — but
never about being creative in trying to
get around Medicare guidelines,” Hilton
says. “It’s important to explain changes
to Medicare laws as simply as possible to
consumers and ensure we’re giving them
the best information and product pos-
sible.”
Baby boomers aren’t going anywhere
anytime soon. An American turns 50
every seven seconds — more than 12,500
every day — according to the U.S. Cen-
sus, and the AARP predicts that those
ages 50 and older will represent 45 per-
cent of the U.S. by 2015. Recognizing the
power of this consumer group — as well
as the far-reaching abilities of direct re-
sponse — is key to health care marketers’
future success.
“When one recognizes that there are
100 million Americans over the age of 45,
it becomes more apparent that marketing
and advertising to this group will become
more blended with other segments,”
Like other vertical markets, the health
care industry is keeping a close eye on
the future opportunities afforded by social
media and mobile. “The way people are
gathering their information is changing
and the market is trying to keep up,” says
Jeff Herman, product manager at CPM
Marketing Group. “Apps on smartphones
are making it much easier for people to
get personalized information in the way
they want it, and it seems an appropriate
segue into what we’re doing here.”
Pruett says. “Health marketers should ap-
proach this group as smart buyers with a
keen focus on quality.”
What many in the industry agree on,
as well, is that health care marketers have
one consistent strength on their side:
Their message is more often than not
beneficial to consumers. That coupled
with effective DR channels leaves the
market ripe for health marketers’ taking.
