Is Your Elder Care Business Ready for Boomer Marketing?

Posted on February 17, 2014 by - Baby Boomers


Sandwich Generation

Baby Boomer and Elder Generation

If you haven’t heard yet, AARP has declared this year the “Year of the Boomers.” Why? Well, in 2014, the last of the Baby Boomers (or, the 76 million Americans born between 1946 and 1964) will turn 50. While a cause for celebration, the Year of the Boomers is also a perfect time to ensure your senior care marketing is Boomer ready.

Know Your Audience

One of the key principles in any marketing is to know your target audience. This is especially true in the senior care business. It’s vital that you know where your clients/customers are and then to view the world from their point of view. Essentially, a business has to have a firm understanding of the people it wants to reach in order to motivate them to take action.

Baby Boomers represent an important and large segment of the senior market. They either have parents that require elder care, or, are approaching an age in which they themselves require some type of services. Boomers basically represent a key audience for any elder care business. So, let’s quickly get to know this audience a little better to make your Boomer marketing more effective.

Understanding the Boomers

No two Baby Boomers are exactly alike. Further, as a distinct group, Boomers cannot be fully characterized and described in a few short words. Nonetheless, the vast majority of Boomers face similar issues. Identifying these issues helps in understanding this particular audience; and, helps make your senior marketing more powerful.

What are some of the most prevalent issues Boomers face? Let’s take a look at four.

  • 1.  Financial Issues: Many Boomers have heightened anxiety over their financial future. Debt balances, college tuitions, elder care, medical expenses, market fluctuations, and the uncertain future of Social Security are all sources for this anxiety.
  • 2. Retirement Issues: While some Boomers have already retired, many are still in the process of planning for retirement. Many have also inadequately prepared for retirement which can exacerbate financial concerns. Further, for various reasons, many Boomers are planning to remain in the workforce beyond age 65.
  • 3.  Family Issues: Many Baby Boomers face the combined challenge of raising their children and caring for their aging parents – the sandwich generation. Some Boomers are the primary caregiver for their children, grandchildren, and aging parents. As to the latter, caring is often done at a considerable distance.
  • 4  Medical Issues: Boomers were and are an active generation, so many are needing hip and knee replacements after years of sports and exercise.

Also, medical advancements have expanded the life expectancy for both Baby Boomers and their parents. This is definitely good news and also provides marketing opportunities.

The Year of the Boomers is in full swing. As it continues to unfold, just ensure that your senior care business is best positioned to market towards the Boomer population. If you have questions along the way, simply contact us at Focus on Aging. As always, we are here to help.

2 Responses to “Is Your Elder Care Business Ready for Boomer Marketing?”

    • Marla on

      Thanks Holly – The picture was from Gladys’ birthday party held at Lieberman Centre in November 2012. What a great party!


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