ORLANDO-Capturing the senior market-which will grow by more than 10 million in the next decade-requires dynamic media mixes that target strategic segments and an image overhaul, says Bill Burkart, executive VP of Emeryville, Calif.-based Age Wave Health Services. He delivered a keynote address at the Alliance for Healthcare Strategy and Market Development national conference here this week.
This senior market expects to live longer than their predecessors and to enjoy better quality of life. But today's healthcare image doesn't measure up.
The Internet is one of the most attention-getting media vehicles to deliver innovative preventive healthcare information to the older market, according to recent senior research by Age Wave. Age Wave found that:
- 27% of affluent seniors use the Internet;
- 9 out of 10 seniors make moderate strides to lead healthy lives; and
- 7 out of 10 seniors use alternative medicine.
Marketers targeting seniors also should look to their future population, says Burkart.
As baby boomers age, they want to see images that reflect their years, but also promote vitality and a zest for life. For this group the image of aging should be overhauled to convey a healthy state of mind instead of physical deterioration and elderly stress, adds Burkart.
However, expect the government to increasingly scrutinize marketing messages to seniors as Medicare moves to managed care. As Medicare seniors become overwhelmed by the patchwork of managed care choices-including HMOs, provider sponsored organizations (PSOs), fee for service and medical savings accounts (MSAs)-the government will flex its muscle to contain costs, says Bruce Merlin Fried, director for health plans and provider for the Health Care Financing Administration (HCFA).
The increased choice and expected confusion over the new Medicare program will lead to more competition and consolidation. To streamline the process, HCFA will launch a $95 million senior public awareness initiative. HCFA is looking to mirror its Medicaid managed care efforts by pushing for managed care plans to competitively bid on Medicare contracts. Medicare payments will move from the current cost-based models to perspective capitation, especially for outpatient and rehabilitation services.
The public education campaign will use direct mail and the Internet to inform seniors a about their new Medicare choices. Through the Web site, http://www.hcfa.gov/Medicare, seniors can search for managed care plans by ZIP code, benefit structure and deductible requirements. (Bill Burkart, Age Wave, 510/601-7500; Bruce Merlin Fried, HCFA, 202/690-6726)