Commentary

To Tackle Sensitive Topics Like Medication, Reach Boomers On Mobile

The past few years have seen the rise of mhealth, a new industry aimed at bringing new transparency and convenience to health care through the medium of the mobile phone. Much of the technology has been aimed at the “worried well,” and primarily at a younger demographic.

Nonetheless, mobile health applications have been actively embraced by the baby boomer generation, primarily because it provides them with a few new and compelling benefits. Though Boomers are famously said to refuse to grow up, they are nonetheless getting older. As they do, the aches and pains that come with aging also bring an opportunity to help America’s largest generation with more convenient and efficient ways to manage their and their family’s health care through technology. 

Keep in mind that as Boomers age, they are coping with new health challenges, particularly with chronic conditions like diabetes, heart disease, cancer, Alzheimer’s, and arthritis. These age-associated ailments come with their own set of care requirements like a higher general pill burden, complex medication protocols, and a need to be aware of potential interactions with other prescriptions, all of which can prove intimidating, if not outright daunting. Boomers are looking for convenient solutions that integrate into their busy lives, give them insight into their health and make life a little easier to cope with complex conditions. 

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Recent research has shown the efficacy of text messaging and widespread acceptance of it across age ranges. (A recent Pew Research study showed that 75% of people between 50 and 65 years old text.) Companies that build mobile apps are sometimes asked if they have to design systems differently to serve people over 50. We say, fairly consistently, “No.” While we see minor differences in the ways that the Boomer generation uses traditional and new technology channels, there are rarely issues with regards to technical competence or an understanding of how mobile technology works.

For example, when electing to get reminders when it’s time to refill or take a medication, users have the choice of being notified by various methods, including text, email or in-app notifications. We’ve found that Boomers, like their younger compatriots, have enthusiastically embraced text messaging, which is by far the most popular method of notification at 68%. A significant group of Boomers still uses email messages (about 25%), and a smaller proportion have embraced in-app notifications. How does this compare with the rest of the patient population? Younger users have a slightly higher preference for text, at 72%, but the difference is surprisingly small. 

The question then, isn’t whether to use mobile to engage with Boomers, but how to make the experience simple and useful. If you are building apps, try to take what we call an “age-inclusive” approach to design. One very simple guideline to follow is to use 16-point font and larger in order to ensure that the apps are easily readable for people who may require reading glasses. This is a simple tweak, but it speaks to a more conscious effort when engaging with this demographic.

Also consider that, unlike other generations, Boomers are not just seeking solutions for themselves. They are often the primary caretakers for their entire family. Look for opportunities to recognize and help manage this responsibility, like providing family accounts. In our case this allows them to fill both their children’s scripts and an elderly parent’s simultaneously, but this could be applicable across many different industries. 

What is clear is that Boomers will tackle old age in the same vein they have approached almost every other phase of life — with confidence, vigor, and independence. When it comes to their health management, connect with them through simple, valuable and convenient solutions. Empower them to be proactive about their lives and their health of their family and the result will be consistently high, ongoing engagement. Remember that, and you and your customers will thrive for years to come.

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