Baby boomers have always been the face of change. This generation continues to work and have a strong desire to remain active… and don’t even think about calling them “older adults.” Industry experts have embraced terms such as “active adults” and “mature living” because this generation is doing just that - living an active life.

As this valued generation continues to age, their health and well-being becomes increasingly more important. When it comes to developing authentic healthcare programs for these baby boomers, it’s important to keep a few things in mind as it relates to new channels, technologies and their need for choices. We put together a few key tips:

  • Baby Boomers are Technologically Savvy: Baby boomers are embracing new technologies and the numbers prove it. A few short years ago, we relied on newspaper content, advertisements and events to engage and educate boomers about their healthcare choices. Today, boomers are spending more time online than watching television. In fact, 71 percent of boomers use a laptop or personal computer daily. While traditional channels are still important, social media has opened new doors for communicators to foster a one-on-one dialogue with this audience. With their leap into technology, boomers welcome technological and social-oriented solutions. Whether it’s an app to remind consumers to take medications or an online community, such as Facebook, that connects them with patients experiencing a similar health affliction, today’s boomers embrace technological engagement.
  • Baby Boomers are Self-Empowered: Boomers no longer rely solely on “doctors’ orders” and have become true advocates for their own health. Notably, boomers want information when they want it, and often times that means turning to their smartphones and going online. They’re seeking out information in advance of doctors’ appointments and are not as accepting of the status quo. They want to know the steps they need to take to stay healthy and maintain the active lifestyle they’ve proudly grown accustom to. It’s important to keep in mind that while boomers are active, they are facing several more chronic conditions than previous generations. Today’s healthcare brands that are having success in activating boomers are doing so through wellness and prevention programs that empower them with the information they need to maintain their lifestyle.
  • Baby Boomers Demand Choice: While boomers tend to be brand-loyal, they want choices, especially when it comes to pricing and benefits. They expect affordable, innovative solutions and want a say in the decision-making process. For boomers, it’s about the value proposition, “why should I switch and at what cost?” So when building messages and programs, be sure to provide transparent, solid reasoning that either reinforces a choice for brand loyalty or encourages them change up their status quo for something better.

Several studies suggest baby boomers are increasingly the most valuable generation to marketers. These strategies touch on a few ways to tap into the mindsets of today’s boomers. Understanding their underlying motivations, channels for engagement and thought processes will go a long way in creating authentic programs that resonate with this highly influential generation.


Erin Drelick is Senior Account Supervisor of  Healthcare at Coyne