Healthcare marketers often must craft messages targeting older audiences, so it's important they avoid stereotyped depictions of older people as frail and incompetent, according to Harvard Business Review.
Below are three key considerations healthcare marketers should take when creating messaging for older audiences, per the July 2 report:
- Focus on emotionally meaningful material, as emotionally charged messages often resonate more with older audiences than young ones.
- Prioritize positivity, as older audiences are often more drawn to positive emotional messages than negative ones.
- Identify with older people, as they often have trouble resonating with stereotypical depictions of their age group.