Publication Date 01/11/2010         Volume. 2 No. 10   
Information to Pharmacists

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Pharmacy Marketing Messages- Better Through Senior Radio Stations?

Staff Writer

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Editing and Researching news and stories about global and local Pharmacy Issues

Recent Swedish research has confirmed that 70-year-olds born in 1930 and examined in 2000 performed better in the intelligence tests than their predecessors born in 1901-02 and examined in 1971.
There were no differences in test results between 70-year-olds who developed dementia and those who did not over the next five years in the group born in 1930 and examined in 2000, while many of the tests identified early signs of dementia in the group born in 1901-02.

"The improvement can partly be explained by better pre- and neonatal care, better nutrition, higher quality of education, better treatment of high blood pressure and other vascular diseases, and not least the higher intellectual requirements of today's society, where access to advanced technology, television and the Internet has become part of everyday life," says researcher Dr Simona Sacuiu.

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But many seniors still enjoy some of the "old technology" such as radio - an entertainment technology they grew up with.
And because they are still "with it" and have  sizable disposable incomes - older radio listeners do have buying power.

Given also that seniors are a major and rapidly rising market base, radio may have been forgotten as a medium to deliver health messages.
Even if you have explored the Internet and developed your own website, radio is a good medium to promote the location of this activity and help people to find your website.

Older radio listeners are now being more clearly defined with the ratings firm Nielsen splitting groups into the 55 to 64 year olds and those that are 65 and over.

Until now, people were lumped together in the 55-plus bracket with lack of awareness of the potential spending power of older consumers by many younger advertising representatives and their clients.

One Melbourne radio staion commented “all the reps are young so they only buy spots on youth stations. One buyer sat there and told me with a straight face that supermarkets won’t advertise with us because people over 40 don’t go to supermarkets. They don’t realise that our listeners have money and live active lives”.

A generational divide in the cell phone usage habits and preferences of United States (US) adults has emerged in a poll conducted by AARP, a US association for seniors.

Although cell phone users of all ages report answering their phones in a variety of venues, younger ones are more likely than older ones to say they answer their phones in all eight of the places they were asked about, to report using their cell phones while driving, and to say they text while driving.

Younger cell phone users are also more likely than older ones to report being not bothered or being only mildly annoyed when other individuals use their cell phones in public places, while driving, or for texting while conversing with them. 

In contrast, older cell phone users said that someone using their cell phone in each of the four scenarios they were asked about would be very annoying to them.

AARP also reported on a national telephone survey of the 50+ population, on this age group's use of social media and technology.

Key findings revealed:

* Two out of five (40%) adults age 50 and over consider themselves extremely (17%) or very (23%) comfortable using the Internet. 

* The majority of those 50+ who access the Internet do so from a desktop computer (57%).

* One-quarter use a laptop (26%), 4% use smartphones/blackberries, 4% use mobile phones, and one-quarter (27%) do not access the Internet. 

*Approximately one-quarter of all those 50+ use social media websites (27%) with Facebook being by far the most popular (23%).

The message from all of this?
Continue to talk to your senior customers with a variety of emerging technologies, but don't forget the local radio station. Many seniors are now electing to work up to age 75 (and beyond) and are just as connected as younger customers.
Beware those who attempt to discriminate on age.

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