Broker Roundtable: Health-Related Lists in an Aging Society

This week’s question: As the general population continues to age, will health-related lists become more important?

Our current panel features: Jeremy Johnson of Specialists Marketing Services; Paulette Kranjac of List Process Direct; Wendy McLaughlin of DSA Direct and Al Schonwald of Chilcutt Direct Marketing. (Would you like to be considered to be a member of our roundtable? Contact Larry Riggs at [email protected].)

Jeremy Johnson, vice president of brokerage, Specialists Marketing Services Inc.:

For marketers who have a product or offer that reaches an older demographic, health-related lists are extremely important. We have found these lists to be quite responsive in direct mail and use them for a variety of offers, such as retirement, personal finance, science, news and hobbies. Cancer, diabetes, heart disease and arthritis are some topics covered by health newsletters. As products are developed to help individuals with these ailments, the lists health newsletter lists will play a vital role in reaching out to those in need.

Paulette Kranjac, president, List Process Direct:

With every challenge, there is an opportunity. For direct marketers, there are intrinsic and creative products and services that are bound to spring forward in the coming decades which will make a difference in the overall use of health marketing and specifically health-related mailing lists.

According to Census figures there were 36.3 million Americans age 65 and above in 2004. Projecting to 2050, there will be 86.7 million. Also there are ethnic shifts within this age group anticipated from 2003 to 2030 when it is estimated that there will be 72% Caucasian from 83%, 11% Hispanic (almost double) from 6%, 10% African American from 8% and a 2% rise in Asians as well from 3 to 5%. Globally, it is expected there will be 974 million people ages 65 and above by 2030.

Long term care arrangements for Medicaid, have increased by 40%, and just in the past five years or so. This is a startling shift within an aging population and it has already taken hold. Due to this pressure the government, on public and private institutions and on healthcare workers, there will be additional aging-in-place solutions. Simple yet significant health-care solutions, such as Premier Bathrooms offers and the emergency alert buttons marketed by several, which have patients’ medical history, etc., in addition to all the longevity/health supplements marketed through mail order, have already begun as the first line of defense to help stem the tide of the aging population and current trends.

Wendy McLaughlin, vice president, list brokerage, DSA Direct:

Health related lists have always been important, and as the population ages, they will continue to be important to a larger universe of potential buyers. But multichannel marketing will become more important too, as the upcoming seniors are much more Internet-, and media- savvy than today’s seniors. The Internet will play a larger role in filling health-related needs.

Al Schonwald, vice president, Chilcutt Direct Marketing:

Health publications and the market for vitamins and health products will continue to grow. Pharmaceutical and healthcare marketing for hospitals and other health care providers will also grow dramatically. There will be more use of targeted ailment data.