Stop Validating Ageism & Inaccurate Age-Related Stereotypes in Your Healthcare Marketing

A funny thing happens when you get older. Brands, especially those in healthcare, suddenly decide that based solely on age, one is now in need of senior services, specialized care, and other age-based items. Ageism and inaccurate stereotypes occur not only in healthcare but in many consumer brands. Based on legend, past practice, misguided beliefs, and stereotypes, ageism is harmful. Ageism harms society, the individual, and employment opportunities.

It’s nonsense how Boomers, Gen-X, Gen-Z, Millennials, and other age groups are perceived by marketing harmful and inaccurate stereotypes.

It is ageism and it is wrong.

Image by Brandon Roberts from Pixabay

Age-based stereotyping is wrong on many levels. Age assumption-based marketing does not reflect the new market realities of how someone of any age uses technology, their experiences or expectations as individuals, and how they relate to the world, beliefs, self-perceptions, attitudes, and lifestyles. Your “seniors” use Facebook, Twitter, TikTok, LinkedIn, Instagram, Snapchat, Google Hangouts, WhatsApp, etc.

I am an individual who is your worst consumer nightmare if you keep marketing to me as an old fool. I am not an age demographic to be sold services I do not need, based solely on age assumptions.

And just because I reached that magic age, I did not become an invalid, incapacitated, or suddenly in need of “senior services.” I do not suddenly need a geriatrician. Hospital, if you understood who your user is, you would have seen I already have a primary care physician and have been using your health care system for over 20 years.

With the wealth of segmentation data available in this age of personalization, it is sheer laziness for marketers to rely on the old traditional age-based behavior and needs assumptions. I even propose that depending on stereotypical age-based beliefs of any age group and their needs is a bias, perpetuating age-related stereotypes in society.

Image by Gerd Altmann from Pixaby

It’s time for marketers to stop dependence on outdated and irrelevant age-based assumptions and segmentation and become people-oriented marketers. Becoming an individual-oriented marketer meeting their needs and not assuming incorrect and irrational age-related stereotypes will lead to brand growth and success.

The sooner you realize and start removing traditional age-based assumptions and segmentation from your marketing efforts; your marketing will become more effective.

And even better, by dropping age-based harmful visuals and messaging, your brand messaging will become more relevant, personalized, and effective. You won’t be reinforcing age-related biases and discrimination in society either.

Now, it isn’t that hard. Is it?

Michael is a healthcare business, marketing, communications strategist, and thought leader. As an internationally followed healthcare strategy blogger, his blog, Healthcare Business & Marketing Matters, is read in 52 countries and ranked No. 3 on 100 Top Healthcare Marketing Blogs & Websites to follow by Feedspot.com. Michael is a Life Fellow American College of Healthcare Executives. For inquiries regarding strategic consulting engagements, you can email me at michael@themichaeljgroup.com.

Connect with me on Twitter, LinkedIn, Facebook, Tumblr, Instagram, Pinterest, TikTok, Flipboard, and Triller. Use 815-351-0671 to call directly or message me on WhatsApp or Telegram for safe and secure end-to-end message encryption. Video conferencing is available via Zoom and Skype; please use live: michael0753_2.

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The opinions expressed are my own.

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