As marketing professionals, we have all experienced introducing a product to the market place that we felt was not quite ready, not created with enough consumer input, or is just poorly designed. It is frustrating when communication is expected to overcome problems intrinsic to the product.
The healthcare conversation is changing, and is no longer merely an exchange between doctor and patient. That's forcing healthcare brands to look for ways to bridge the gap between operational needs and patient/consumer expectations. And, as their consumers age, healthcare marketers also need to keep abreast of the trends affecting perhaps the fastest-growing group, namely, the Boomers.
A Baby Boomer's state of mind includes, "I am youth-oriented, physically active and have a can-do spirit." We should thank the culture of the 1960's and 1970's, Jane Fonda's aerobics and Bruce Jenner's fitness influences on making dreams come true. Fast forward today and we see pharmaceutical companies enhancing youth, automotive firms recapturing youth and anti-aging cremes and lotions promising youth. And when Baby Boomers become empty nesters, there is more time and money available to capture their youth again.
For many years, marketers have treated Moms as increasingly irrelevant as their children grew older. Believing that children start asserting their own preferences and controlling their own purchase decisions, brands also assume they can ignore these children's mothers. Some recent research proves both assumptions wrong.
One of the most effective ads I've seen was created by American General Finance several years ago. The ad was simple yet compelling. It pictured a man (perhaps in his late fifties or early sixties standing in the water on a beach with his pants rolled up above his ankles. He appeared to be watching a sunset. The caption under the image read "Live the life you've imagined" (a quote by Henry David Thoreau). The ad allowed the reader to interpret the message based upon his individual needs and desires. It was a great example of conditional versus absolute product ...