Marketing to 50+
People 75+ flock to smartphones, social media
In 1 year, smartphone use nearly doubled, from 8% to 15%, for people 75+. TelecomTV
But many can’t afford iPhones
Many older adults have inexpensive flip-phones, or no phones, for economic reasons. Among older adults living alone, a large percentage live in “economic insecurity:”
- 46% of people age 65 to 74
- 57% of people age 75 to 84
- 59% of people 85+. AIPTWB
Say “Yes” to creative risks
Burger King says creativity in its campaigns is what helps the brand stand out in a cluttered marketplace. Burger King is “creative marketer of the year.” Marketing Week
Learn SEO for 2017 algorithms, usage
Are you ready for changing search algorithms and user behavior? Join our respected colleague Rosemary Brisco, an authority on search engine optimization and conversion optimization, 8/10/17. To The Web
Builders try to appeal to 3 generations
Residential builders struggle to develop homes and apartments that appeal to Boomers, Gen X and Millennials. “We are at a demographic inflection point.” Dallas News
A housing YIMBY (not NIMBY)
“Yes In My Backyard,” YIMBY movement calls to expand meager housing supply in the SF Bay Area. The Mercury News
The new 70: caring for their parents
Caring for aging Boomers rests heavily on children aged 70+. 17% of children will provide parental care at some point in their lives. 50%+ of people 85+ need help to tie their shoes. CBS News
New push for paid leave
A report, “Our Aging, Caring Nation,” states that strong paid leave policies relieve significant financial and time burdens experienced by younger generations caring. Fatherly
Immigrants make up 20% of nursing assistants and 28% of home care workers. Many work on a cash basis, in the gray market. Home Healthcare News
Politics of Healthcare
They’re cutting Medicaid? Medi-what?
Americans like Medicaid but don’t understand its place in the Senate bill.
- 3/4 of Americans view Medicaid favorably
- 4 in 10 understood the bill would cut Medicaid significantly
- 1 of 4 said the bill made “minor reductions” to Medicaid. Kaiser tracking poll
In our view, consumer misunderstanding and confusion are aided by:
- a confusing, non-unique name (Medi-which?),
- different names in different states: Medi-Cal (CA), Medical Assistance (PA), AHCCCS (Arizona)
- Obama administration’s zero-marketing effort behind the ACHA.
“Optional” health services can be cut
In-home elder care, and community based healthcare, are “optional” and can be cut under the ACHA.
- CMS assumes that states will “(i) lower provider reimbursement rates; (ii) manage utilization and program efficiency; and (iii) reduce optional services.”
- “optional services” means those not required by the federal government and offered at the discretion of states.
- Home and community based services are generally classified as optional.
- Snd states have the flexibility to offer support “optional services” or take them away.
- These “optional” services are often more cost-effective than nursing homes — and what people prefer. AARP
20 lobbyists say Healthcare industry won’t fight
The healthcare industry appeared declawed in the health care fight. It’s a deliberate strategy, 20 lobbyists and experts suggest. Health industry groups generally don’t want to jeopardize their ability to shape corporate tax cuts or antagonize Republicans.. Vox
Read the Senate bill
We have full text of the Senate bill here.
Benchmark data for Long-Term Care
AARP published the Long-Term Care Scorecard, data is for care administrators and policy makers to benchmark performance, measure progress, and identify areas for improvement. LongTermCareScorecard.org
The case for gerontologists and care teams
Compared to typical care from a primary care physician, having a care team with people from different medical disciplines is more cost effective.
Patients cared for by interdisciplinary teams have better resulting health (“outcomes”), lower rates of re-hospitalization, better social engagement and healthier brains.
Gains in longevity mean healthcare is more complex. This is where gerontologists excel. Psychology Today
Boomer’s financial legacy is largest in history
Millennials are about to inherit $24 trillion. Business insider
Yet 32% of pre-retirees don’t have emergency savings
32% of people who are approaching retirement (53 to 62 years mature) do not have 6 months of emergency savings. Fortune
The good news is that younger boomers still have time to salvage their financial security. But those who bank on Social Security – an estimated 43% – will wind up cash-strapped in retirement. Motley Fool
Tough times for Long-Term Care insurers
Many carriers offering long-term care coverage no longer guarantee payments when clients need them. Employee Benefit News
Join us at a 50+ startup summit
Join us at the Boomer Venture Summit 7/20/17 to learn how innovators in 50+ are launching, scaling and marketing. Boomer Venture Summit