Most companies for the Medicare Annual Enrollment Period (AEP) focus marketing efforts on just those who are turning age 65 or older. But there is a very influential segment that shouldn’t be ignored, and it is the caregivers of those who are Medicare-eligible. How influential are they? Very. Caregivers have influence to make important recommendations and decisions regarding a family member’s health conditions, treatments and paying for health expenses with Medicare. But how prevalent is this group? You might be surprised.
More than 65 million people, 39% of the U.S. population, provide care for a chronically ill, disabled or aged family member or friend. Of those 65 million, about 34.2 million Americans have provided unpaid care to an adult age 50 or older in the last 12 months.* About a quarter (23%) of adults ages 45 to 64 cares for an aging adult. **
So how do you find this population and market to them? Digital and direct mail marketing efforts with the correct messaging can be very effective. According to Ad Age, “It’s important for marketers to craft messages that consider the needs of patients as well as the caregivers who influence health-care decisions. The nature of the message, how it is communicated and the action that may follow can be different for the senior and for various other members of that senior’s circle of influence.” So that means talk to caregivers with language that fits their needs.
Also, the knowledge that 75% of caregivers go online to find information for their frail, sick or disabled loved one gives a good area to test your targets. Reach out to them online with digital advertising and emails, and then follow up the messaging with direct mail tactics is an excellent way to get your phones ringing this AEP.
Feel free to reach out if you need assistance with reaching this key target audience. Have a successful AEP!
*National Alliance for Caregiving and AARP, 2015
**Pew Research Center, 2015.
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