Healthcare and Gen X: 4 Things Marketers Need to Get Right

VSA’s Jerry Stiedaman, Associate Partner, Client Engagement, was recently published in MedCity News.

His article, “Healthcare and Gen X: 4 Things Marketers Need to Get Right” examines how despite its spending and decision-making power, Gen X is routinely overlooked by healthcare marketers.

Jerry outlines why healthcare marketers should consider the Gen X audience, and the four steps to winning the generation’s loyalty and attention.

An excerpt of the article is below. Head to MedCity News to view the full piece.

Healthcare and Gen X: 4 Things Marketers Need to Get Right

When it comes to healthcare marketing, Generation X once again gets the short end of the attention stick.

Overshadowed by boomers—a prime target for healthcare advertising dollars as they age and require more care—and millennials—the holy grail audience for the emerging health-tech industry—Gen X’s unique healthcare needs and position often leave its members underserved and mostly ignored.

This oversight is a massive missed opportunity for healthcare marketers. First off, Gen X is at the height of its spending potential. Its U.S. population of 65 million has saved a collective $13 trillion and owns 29% of the nation’s household wealth (versus just 6.4% owned by millennials).

It’s also the sandwich generation, which means Gen Xers make healthcare decisions for their aging boomer parents and their millennial children in addition to themselves. Gaining the attention and loyalty of just one Gen X consumer can grant healthcare marketers a fast-track audience with all of their family members.

Just like its neighboring generations, Gen X has unique perspectives and needs that marketers must know. Here are four ways that healthcare marketers can better connect with their Gen X consumers:

1. Make it branded

Gen X was the first real healthcare consumer, coming into purchasing power after the patient rights movement of the 1970s and the healthcare consumer rights movement of the 1990s. It also witnessed the rise of pharmaceutical ads targeted directly to consumers, which began as early as the ’80s and exploded full force in the late ’90s. As with other buying experiences, Gen X is accustomed to shopping around for its healthcare.

Gen X’s comparison for the self-determined selection of healthcare experiences makes investing in a brand critically important for healthcare businesses. Companies need to invest in a strong brand that stands out from competitors and creates a connection with the Gen X consumer. Ensuring a consistent, clear narrative across all points of the consumer journey demands a brand that is well-equipped to carry its message.

To view additional steps on how marketers can attract and win the Gen X audience, check out Jerry’s full piece on MedCity News here.