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Connecting Key To Mature Health Marketing

Understand basic principles of marketing health care and related products to a mature market.

As the mature market grows, companies will increasingly court their business with reformed advertising strategies. This will hold true across the board, from car manufacturers to clothing retailers. But, naturally, businesses serving the market for health-related needs will be particularly keen in their competition for older clients. If you think it will be enough to shout about your revolutionary arthritis treatments or special offers on prescription drugs, think again. The mature market will soon be dominated by baby boomers, a discerning group who know they have choices.

The health care industry is already tuning into the mature market's frequency. Hospitals, medical practices, pharmaceutical companies and manufacturers of medical devices are, not uncommonly, already implementing sophisticated and pointed campaigns to reach potential customers in the 40, 50, 60 or 70+ brackets. Their marketing tools appeal to the emotions and particular needs of each target group.

Media chatter has helped set for their success, often centering around some of the same issues as the marketers. And buzz is heightened by various health awareness programs run by government and non-profit groups, informing the public about the latest research and treatment methods relating to the mature market's top health concerns.

Some recent examples:

Comprehensive centers dedicated to the early detection and treatment of breast cancer, where radiologists, oncologists, and surgeons work together in an outpatient setting, often under the auspices of a hospital.
Centers for women's health in general, often associated with ob/gyn practices and focused to some degree on women's aging and related complaints, like osteoporosis.
Prostate cancer awareness ads, aimed at bringing men for regular check-ups.
Education about healthy lifestyles, usually emphasizing the need to exercise and eat right to avoid heart disease and diabetes.
Information about research into neurological conditions such as Alzheimer's and Parkinson's.Successful marketers in the health industry can and do take advantage of awareness generated by such campaigns to draw consumer's attention to products and services.

But in the mature market, a certain personal touch is absolutely necessary, says Paul Stevenson, consultant at MedTactics in Arlington, Virginia. Baby boomers, he explains, have "very different expectations than earlier generations as to both customer service and care," and demand to be treated as individuals no matter what the setting. Accustomed to commercial competition, they expect members of the medical profession to look for customer satisfaction as would any businesspeople. This means good communications, reasonable wait-times and helpful referrals.

When it comes to patient-doctor relations, many patients who will make up tomorrow's mature market say they're looking for a physician who can seem more of a peer. The days of doctor-as-sage, distanced and revered, are waning if not past. Research suggests the mature market will be increasingly dominated by pro-active types who want to take control of their fate in many areas, not least their physical condition. (Those conducting medical research trials should take note.) They want to know their physician's background, ask lots of questions and work with him to maintain optimum health.

All indications show that the baby boomers will enjoy golden years quite unlike the ones of those who've gone before. Many are returning to school, or starting businesses or second careers. This means any approach that smacks of condescension is likely to get short shrift.

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