Healthcare

SENIOR MARKETING

Discover how Heinrich rethinks senior marketing to drive consumer leads, conversions, and retention in healthcare and financial services to maximize ROI.

New ideas to attract the older and wiser

Senior marketing has moved light years away from the “I’ve fallen and I can’t get up” trope, yet too often, it still feels like old biases creep in. Heinrich pushes past clichés with story-driven marketing that’s backed up by data and disruptive insights.

Our approach to senior marketing balances positivity with the realities of aging and empowerment with respect for hard-won experience. We focus on inclusivity, equity, and digital channels without sacrificing tried-and-true traditional marketing, because we know the senior demographic is changing fast, and it isn’t a monolith.

With the silver tsunami already hitting healthcare and financial services nationwide, it’s time to welcome new perspectives about what it means to age well and how we speak to older people in marketing.

Our senior marketing process

We reach diverse senior and caregiver audiences where they are when it counts most. We know how to stand out in a noisy market with human storytelling that’s backed up by thorough research, data, and unique insights.

Research

Qual and quant are two sides of the senior marketing research coin. We turn to academic studies, Census data, Semrush, Google Analytics 4, media vendors, and business data to understand your senior audience from as many sides as possible. Then we get more texture and nuance through interviews, focus groups, and open-answer surveys.

Analysis

Data without analysis is like a furnace without power—it just doesn’t work. That’s why we don’t just look at what occurred. We look at why it happened, which leads us to how to move forward. We strive to think outside the bar graph to get at what’s in the hearts and minds of seniors.

Concepting

Creative concepts aren’t simply big ideas—they’re rallying cries for your business and your audience. At Heinrich, we believe seniors deserve dignity and to feel empowered to live the lives they want and deserve.

Because the heart always leads the head. That’s as true in healthcare as it is in finance. When you can tap into your senior audience’s emotions, they feel more connected to your brand and more trusting—they’re ready to start a relationship.

Planning

Call it what you will—integrated, hybrid, omnichannel, cross-channel—what matters most is a strategic, cohesive senior-marketing plan that earns you qualified leads and retains consumers over time. We scale our plans to meet your goals, budgets, and timelines, ensuring every piece of the puzzle is accounted for and plays its part.

We combine traditional and digital marketing for maximum impact. We go beyond QR codes and basic personalization, using past consumer interactions to increase conversions. And we test and learn new approaches and technology integrations to beat control packages time after time.

Execution

Many hands make light work, but great work only happens when teams stack their hands together in unity. Here’s how every team at Heinrich makes exceptional work come to life.

Project Management ensures projects run on time and on budget.

Account Management serves as your champion, keeping teams aligned, translating your goals into actionable plans, and ensuring every deliverable drives growth.

Creative, Video, Brand, and Content add their unique twists by humanizing your brand and connecting on an emotional level with your audience.

Digital ensures your platforms, website UX, SEO, email, and social meet digital best practices; ADA, data privacy, and HIPPA compliance regulations; and quality-control standards for web and mobile.

Media optimizes your advertising dollars everywhere you can imagine—online, on TV, on the radio and podcasts, billboards, elevators, kiosks—the list goes on.

Optimization

There’s incremental and major improvement. We aim for both. We’re not afraid to make a hard pivot, but we also know when small, but smart, tweaks can make a big difference—like localizing keywords or updating your Google Business profile. It’s a both/and situation, as we like to say.

Here are examples of what optimization looks like in the wild:

A content audit reveals huge gaps in answering essential audience questions. We determine the right topics and formats to solve that.

A/B testing email subject lines, designs, and strategies to find the sweet spot.

Marrying AI and human insight to advertise on the right platform at the right time.

Studying heat maps and dead clicks to better understand user behavior and adjust the UI and UX.