For healthcare marketers who are looking to reach seniors with provocative, low-clutter messages, targeted Web sites can't be overlooked. The Internet-often written off as an intriguing toy for generation Xers and baby boomers-holds amazing appeal for the 50 and over sector.
Seniors are eager to jump on the Internet bandwagon but prefer to be lured by peer-focused sites that feature chat rooms, lifestyle information and targeted services - which can be music to a healthcare marketer's ears. Whether your marketing goals are national or regional in scope, here's a look at some attractive senior online marketing programs offered by SeniorCom, a commercial site that attracts three million impressions/month and SeniorNet, a not-for-profit site that generates more than one million impressions/month.
SeniorCom
Launched last year, this Seattle-based commercial site offers chat rooms, message boards, news and information on legal and financial matters as well as a health and wellness section. Its senior news network is comprised of online versions of popular regional and national lifestyle magazines and newspapers like Answers Magazine that targets elderly caregivers, Senior Connection, the award-winning newspaper and TV show for the Central Florida market, and Maturity USA as well as Senior Magazine.
The site is in hot pursuit of healthcare sponsors and advertisers given the need for more health-related information, according to Tom Poole, SeniorCom's president and CEO. "Our subscribers want to learn about the key healthcare issues like Medicare, Medicaid, fitness, long-term care - but in layman's terms." Here's the advertising/sponsorship lowdown (view SeniorCom's online media kit at http://ads.senior.com):
- Ad banners are sold at $45 per 1,000 impressions with a minimum buy of 10,000 impressions (or $450). Specifications include: a 468 by 60 pixel ad, which appears on most SeniorCom pages like the chat rooms and sections on Prime Lifestyles, Community Calendar, Message Center, Member Services and select Senior News Network pages; a 150 by 60 pixel ad that appears on the Senior News Network pages; and a 75 by 75 pixel that appears in the senior chat rooms.
- Sponsorships are also available of key areas like Senior Chat, Prime Lifestyles and the Health & Wellness Center that involve bulletin board placement and prominent company logos. Pricing is negotiable. So far, HMOs have sponsored these areas.
SeniorNet
This non-profit site's mission is to build a community of computer-savvy seniors, training them on computer basics as well as how to navigate the Net and create their own Web sites. As an online veteran of 10 years, SeniorNet has helped start more than 100 Learning Centers nationwide that offer computer classes for this mature target. Its Web site features SeniorNet RoundTables (chat rooms), a library and sections on a myriad of health issues.
SeniorNet recently developed a for-profit section. Still in the process of finalizing its advertising program, it is developing sponsorship-focused packages that range from $1,000 to $10,000 depending on site placement, number of links, and number of pages used, says Glen Gilbert, SeniorNet's director of development and PR.
SeniorNet reaches 22,000 members and 75,000 alumni that also receive its printed newsletters and brochures. So marketers can have a presence online as well as through direct mail programs.
So far, MetLife and Kaiser have taken the online lead on healthcare sponsorships. Metlife sponsors SeniorNet's solutions forum, which has tackled top senior issues like successful aging, Medicare and Social Security. MetLife's bulletin boards are seen throughout the chat sessions for a six-week commitment. After each segment, SeniorNet develops a wrap-up report that goes to policymakers and targeted media outlets.
Kaiser is sponsoring "Ask the Pharmacists," a Q&A section that uses its pharmacists to answer prescription drug questions from SeniorNet subscribers.
Learning Centers
SeniorNet's reach can also be localized through its Learning Centers sponsorships that offer basic computer training and Internet surfing classes for the 50+ target. So far, 125 Learning Center sites in 35 states are being offered. Eleven of those sites are sponsored by hospitals like St. Joseph Regional Health Center in Hot Springs, Ark., Ruby Gerontology Center in Fulton, Calif. and Bethesda Memorial Hospital in Boynton Beach, Fla.
For $25,000, a hospital can be a Learning Center sponsor, which involves providing the site and a staff of senior teaching volunteers. SeniorNet trains the volunteers and provides the hardware. The class sizes range from 6 to 24 and the sessions are eight weeks. Sponsorships can be cooperative with local telephone and computer companies splitting the bill.
Senior Online Stats
Take a look at some telling online senior stats as reported by SeniorCom (http://www.senior.com), a leading Web site for this target:
- 7.6 million American Internet users are 50+.
- Seniors are the fastest growing audience online.
- Seniors are the fastest growing sector of the PC purchasing market (30% of those between the ages of 55 and 75 own computers).
- Seniors spend more money on drug store prescriptions than any other group.
- Seniors purchase 37% of all OTC products.