Seniors stick to physician referrals
Understanding the Greatest Generation (age 65-75+)
People 65 and older make up only 12 percent of the population but they account for 35 percent of hospital stays and 38 percent of emergency medical care. They require more frequent and longer patient visits, and expect a high level of service from their doctors and nurses.
This generation follows doctors’ recommendations for their medical care direction, and rely on their physicians for health information and referrals. However, their children – Baby Boomers and members of Generation X – may be influencing or even making their care decisions, often based on their own rationales for choosing care providers.
When selecting a hospital, the Greatest Generation patient is most influenced by where their doctor suggests they go or where they’ve had prior experiences, followed by the hospital’s reputation or its proximity to their homes. They are the least likely to research health options online or participate in online communities. Because the elderly depend on healthcare, they are open to advertising in mass media, as well as messages delivered within the office environment.
Factors for Hospital Selection
- Physician’s recommendation 28%
- Prior experiences 20%
- Hospital reputation 18%
- Proximity/location 14%
- Advanced technology 12%
To learn more about the Greatest Generation and marketing tactics to engage them, download the white paper: Healthcare Consumers – The New Reality