Americans are rapidly getting older. By 2025, nearly one-fifth of all Americans will be 65 or older. Based on US census data, the number of people over 65 will double by the year 2035 – which makes this group of people the fastest-growing segment of our population…by far! This also happens to be the segment of our population with the greatest need of healthcare services.
With age comes a number of personal health challenges. Issues such as heart disease, arthritis, cancer, diabetes, and a growing level of immobility can make life for people over 65 more challenging. But there is one health challenge in particular that has a significant impact on the quality and access to healthcare services and it all starts with the human eye.
AMERICAN’S AGING EYE POPULATION GROWTH
The aging eye (or ocular degeneration) is experienced by most Americans starting around age 40 and eventually effects even healthier eyes by age 60. Symptoms commonly includes when it becomes harder to read at short distances, when you need more light to see, and/or when are having a harder time distinguishing contrasts between certain colors. But if you suffer from any these symptoms you are not alone for as the US continues to age, more and more people will continue to suffer from this problem.
The aging eye is attributable to three major changes that commonly come with age. First, the muscles around your eyes tend to weaken making the lenses in your eyes less flexible resulting in challenges focusing and reading at short distances. Second, the cornea in your eye begins to yellow causing problems in how you distinguish between different colors. And third, less light reaches the retina making areas appear darker and in need of more lighting to clearly see and read. All of these conditions mean that America’s overall eyesight is in decline - which leads to a critical question: how is your marketing evolving to reach this change in your customers?
MARKETING HAS BEEN SLOW TO RESPOND
If you look at most consumer marketing today, you might think that the fastest growing segment of the US population are Millennials - but it is not. The baby boomers and those over 65 hold that title and the more traditional marketers are starting to take notice. Books and papers in larger print are starting to reach the masses. Drugstores and healthcare facilities are starting to increase the size and contrast of print on labels and signage so our aging eyes can better read instructions and follow procedures. Multi-level facilities are now increasing lighting in those areas were slip, trip, and falls are more likely to occur. Access ramps, rest areas and benches are being added to provide relief for those who struggle with mobility. All of these changes are making a difference but there is one area where most healthcare providers are still behind…online.
THE NEW MOBILE MARKETPLACE
It is hard to not notice that the world is rapidly becoming mobile. Although those who are 65 and older have traditionally lagged behind younger consumers in technology and mobile adoption, the numbers are now changing and can vary greatly based on factors such as age, income, and educational attainment. Over the past four years, the percentage of seniors who own smartphones has grown over 230% ranging the highest adopters (81%) for those seniors with a household income of $75,000+ a year to the lowest adopters (27%) for those with household incomes less than $30,000 a year. Similar growth in social media usage amongst seniors mirrors these demographics with the younger and more affluent seniors being the most active. Which brings us back to the aging eye.
While cellphones for years evolved to become smaller and more mobile, smartphones are now reversing this trend by providing larger interfaces to support the increasing amount of functions and time we now use them for. This new trend also favors those over 40 who increasingly struggle to read the small functions and print provided on these devices. But just because our smart phones and mobile devices are becoming larger, most people over 40 with aging eyes still struggle to read content on computers and mobile devices that simply cannot display large enough content fonts on such small devices to meet this need. Which takes us to the fastest growing area of mobile marketing…video
VIDEO IS THE NEW CONTENT FOR MOBILE
For decades, companies and marketers filled the internet with millions and millions of pages of “written” content in the hopes of getting indexed in search and found and read by consumers online – ultimately leading to more business. As a result, healthcare information sites such as WebMD, Everyday Health, Healthgrades, and the like have created countless pages of content to attract and help consumers better understand health conditions and better find solutions/providers. But how useful is that information for today’s consumers if they increasing cannot read (or consume written content) from their new mobile world?
In today’s mobile marketplace, people no longer want to read – they want to watch. And if you are over 40, many people simply have no choice. As a result, more Americans increasingly love video and consume a lot of it! Facebook alone recently reported that their users watch over 100 million hours of video…each day! Traditionally, video was primarily used as a website conversion tool but today, it is now being rapidly adopted as the best marketing ad medium to reach mobile users. In response to this trend, traditional written content providers started using visual hooks (images) to help better capture consumer’s attention into their content but still fail in getting them to read what many simply cannot read on mobile. This helps to explain why video has a 135% greater organic reach than images alone. And when it comes to healthcare, our customers are seeing these results firsthand…
“IT IS PROBABLY BEEN THE SINGLE BIGGEST REASON WE HAVE GROWN HOW WE HAVE”
When we first started The Social Television Network (STNTV.com), some of our earliest and most successful clients were in healthcare. Our healthcare clients have ranged from specialty healthcare providers (Fitzmaurice Hand Institute, Desert Institute for Spine Care, Barrow Neurological Institute, etc.) to some of the largest healthcare networks in the country (Dignity Health, Banner Health, etc.). Through our years of experience working with these industry leaders, we have developed the most advanced video / mobile marketing system called FunnelPoint™.
Through the power of FunnelPoint™ we are now able to strategically identify, target, reach, and convert new healthcare clients like never before. Our unique system is based on a series of marketing processes designed to create Awareness, Consideration, and Conversion with your ideal potential customers based of your practice and marketplace. To learn more about how FunnelPoint™ can help you and to hear how our healthcare customers are growing from its use, please click here: https://youtu.be/bdvREAivnI8
GET STARTED TODAY WITH A FREE CONSULTATION
If you want to learn more about FunnelPoint™ and how it can help you grow your healthcare business on mobile, please contact us today at (480) 719-8660 or through our website at: https://stntv.com/. Now is the time to reach today’s consumers on mobile and join other healthcare market leaders who are already benefiting from the power of FunnelPoint™. The consultation is FREE – so you have more customers to gain nothing to lose. So contact us today! #videomarketing #mobilemarketing #healthcaremarketing