Advertising to Baby Boomers

After producing one for Dick Stroud and Henry Stewart Talks, Yours Truly finally found the time to slap together a presentation with narration – and toss it on the web.

I profile three campaigns/websites that offer diabetic products and services:

Liberty Medical

LifeScan OneTouch

Bayer Diabetes Care

I could’ve picked another niche industry – maybe travel planners, financial planners, health, active adult communities – but these three outfits were perfect marketing and advertising archetypes: Liberty presenting itself as down-to-earth and accessible, Bayer obviously targeting Boomers with a resonating message and very mannered, professional branding, and OneTouch positioning itself as the happy-face company.

The presentation is basic marketing/advertising to Baby Boomers. If you’ve been involved with this market for awhile don’t expect too many surprises. It runs about 45 minutes.

I’ve decided not to embed the video because PowerPoint really needs a large screen and good resolution.

Click here or the thumbnail on the right to view the presentation.

It’s hosted by Microsoft Silverlight. IE should stream it, Firefox might download the file and open it in your media player. There are a few graphic and audio glitches within the movie (wmv) – but I’m too lazy to go through hell to fix them.

I’ll be leaving it up for about a month – then add it to my offerings of live presentations and consulting services.

If you have any problems viewing the presentation, here is
an alternate URL.

Fascinating analysis, Chuck. Loved how you provided all the sample clips, via PowerPoint.

And thanks for the screen shot of our blog at about 7 minutes in!

Going forward, I'll try to make sure we incorporate all of your very astute observations with regard to font size, etc. on the site...since our market is clearly Baby Boomers.

We'll be talking more about diabetes in future posts, but we're also addressing sleep challenges, including sleep apnea, which we see as another HUGE area of medical concern to Boomers.

Here's a bit of an email I received about the presentation:

I am a baby boomer and I was blindsided by my doctor’s diagnosis of Type 2 diabetes two years ago. I’d have to say I was in denial for about a year, AND I totally agree with the NYT article you showed which says patients increasingly have an adversarial relationship with their medical care professionals – and I know more and more patients who DO seek medical information online. I agree that Wilford Brimley doesn’t speak to me nor to any other Boomers who are newly diagnosed with diabetes. He’s too old ...

Thanks to Chuck, we're all enrolled in the Nyren school of marketing. It's the best education available. Thank-you for being so generous with your expertise and insight.