• by Robin Raff , November 25, 2009

Of the almost 78 million baby boomers born between 1946 and 1964 in the U.S., more than 40 million are female, making up a little more than half of the boomer population. And this percentage will grow; according to the U.S. Census Bureau, women's average life expectancy is 81.3 years, compared to just 75.5 years for boomer men.

Not only will they continue to earn income into their later years, many boomer women will also be managing the inheritance windfalls from parents and husbands. In fact, women are the primary purchasers and influencers of healthcare products and services, with their consumption growing as they age.

Healthcare is of greatest concern

The top concerns of all baby boomers are their health and healthcare. Women are astute consumers of healthcare -- they are often responsible for making healthcare product purchases for themselves as well as their families. And in the case of female-owned businesses, which are on the rise according to the Bureau of Labor Statistics, they make healthcare insurance choices for their employees.

A boomer woman is often caring for -- and making healthcare decisions on behalf of -- one or more aging parents. Costs and time associated with this role are a concern, and the knowledge required to make smart choices can be overwhelming. As a marketer, you can help by providing the support she needs to make these complex decisions.

How to resonate with boomer women

First, recognize that healthcare decisions are not taken lightly. Never present the information in a "tongue-in-cheek" manner. At the same time, it's important to appeal to the emotions of the boomer woman by recognizing her needs and challenges. She is exceptionally busy, and her life is often complex; most have jobs outside of the home and care for their families. Acknowledge her needs in words as well as in the way you present information. Keep it simple and clear. Do not talk down to her, but don't be overly complicated in messaging. Provide the boomer woman with information that will resonate with her emotionally and is easy for her to review and comprehend:

• Visual changes as we age (presbyopia), usually beginning in our 40s, requiring larger type size for readability. Aging eyes also have greater difficulty with certain shades of color, so avoid type in soft pastel shades or reversed on dark backgrounds.
  
  
• Respect the boomer woman's fears of losing control and independence . Provide her with tools and information that empower her.
  
  
• Remember she may be assisting her spouse or caring for an aging parent and will need help understanding the terms and decisions around Medicare long before she herself turns 65. Provide her with the educational information and resources to help her be a more effective caregiver.
  
  
• Provide information online -- over two-thirds of Americans aged 50-64 use the Internet; 82% of adults over 50 use it to research health and wellness information. The tops sites accessed by women for healthcare information include ThirdAge, WebMd and Mayo Clinic. Popular peer-sharing sites include BlogHer and VibrantNation.
  
  
• Many boomer women are single so don't use too many photos of couples. In fact, eliminate all photos of 50+ couples running at the beach or on a cruise! If you're selling a healthcare product or service, it shouldn't look like a travel solicitation.

Clearly, reaching the right decision maker in the right way is critical to successful healthcare marketing. With so many boomer women responsible for healthcare decisions -- for themselves and others -- it's imperative to target and effectively connect with this important segment.