Medical Marketing and Media: Boomers Respond to DRTV


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By:  Ronald C. Pruett, Jr. CEO, Mercury Media

Call it the Gray Tsunami, the Silver Tsunami or just plain Baby Boomers getting old. The first of more than 77 million Baby Boomers entering Medicare next year will lead to more changes in our ever-evolving healthcare system. The wealthy, health-conscious and tech savvy Boomer generation is most responsive to personalized information offered in a holistic manner than the generations before. Advertisers are quickly learning the importance of altering tactics to suit Boomers in order to reach this demographic in a direct and efficient way.

Healthcare expert Michael Howe wrote in the April 20 edition of Harvard Business Review that Baby Boomers “expect their healthcare system to be directive,” as in, “What do I need to do. Which meds should I take to get well?” Those needs are very different, according to Howe, than the Gen X attitude of “just show me how to treat it.” Boomers want more details, and proof that a product will solve their problem and benefit them. The strengths of direct response TV (DRTV) plays well into these expectations, allowing medical product suppliers and healthcare services to avoid slick branding and speak to Boomers in a direct language that they understand and trust…

Read this entire article, which appeared in the August issue of Medical Marketing & Media, here.

Ronald C. Pruett, Jr. is Chief Executive Officer of Mercury Media.  Prior to joining Mercury Media, Pruett was the Executive Vice President and Chief Marketing Officer of Polymedica/Liberty Medical, the largest publicly traded diabetic supply company and one of the largest multichannel direct response marketers in the country. The company was sold to Medco Health Solutions.  Pruett has extensive experience in the creation, acquisition, and management of direct to consumer marketing companies in the US and abroad.

Contact him at rpruett@mercurymedia.com

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