Let’s Look At How To Market To The Self-Reliant Patient.
According to a new eMarketer report, “Healthcare Marketing to Generation X: Helping the ‘Self-Reliant’ Find Something to Depend Upon,” Gen-Xers are a uniquely powerful consumer group that is not to be overlooked. According to this report, Gen-Xers will become even more important to healthcare marketers as they grow older. Given these facts, it is important that healthcare marketers know the best way to target the group. While a large amount of Baby Boomers prefer to be offline, and the Millennials rely heavily on information through the digital sphere, Generation X resides somewhere in the middle and requires an offline AND online approach from marketing tactics.
When evaluating health-related material, Gen-X relies on online sources, such as search engines, review sites, blogs, social networks, email and display ads. This generation’s attention can also be gained through offline media, such as TV, print, and direct mail. For a healthcare marketer, adopting a hybrid approach is critical to targeting this group.
In February 2014, a study conducted by Catalyst Healthcare Research found that 79% of Gen-Xers used the Internet to find information about medical conditions or drugs. Evidence showed that self-diagnosis is popular from this generation. In fact 60% of U.S. consumers between the ages of 35 and 49 used health-related websites to search symptoms of both themselves and their loved ones.
In other circumstances, offline approaches, such as ads and direct mail, have piqued the curiosity of Gen-X, prompting them to further investigate through an online portal. Through determining the trend of Gen-X, it becomes clear that the key to attracting and connecting with consumers in this generation is to reach them across every media source that they use. At the end of the day, a multichannel approach is simply not enough to reach Gen-Xers. Healthcare marketers must take on an omnichannel approach to access and maintain their attention.
Whitehead Agency Group is a leading Toronto, Ontario, healthcare marketing agency with over 25 years of specialized health and wellness experience.
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