She may be your wife, your mom, your daughter…and she’s the #1 consumer of health and wellness
Silver Age • November 3, 2019
Snapshot: Equipped with decades of experience and an innate desire to care for those close to her, Silver females often play a lead role in family healthcare decision-making. Supporting her position as a primary caregiver, and one who must care for herself, can be essential in driving better health outcomes and better business returns.
One of the greatest aspects of care in America is that we have countless options to manage our health. One of the worst aspects of care in America, is that we have countless options to manage our health.
If you’d like to pressure test that proposition, next time you’re at a party, march up to a decent-sized group and proclaim that you’ve been having some low back pain (note that it’s a good idea to make sure your drink is full…you may be there for a while). The well-meaning party goers will likely share stories and advice that include everything from supplements to surgeries. You’ll hear of first-hand experiences with orthopedic surgeons, physical therapists, chiropractors, masseuses and acupuncturists. The conversations will undoubtedly cover a spectrum of specialists, products and services they have selected to treat a common condition.
While back pain is nothing to make light of, especially the severe kind, it demonstrates the many paths we can take to establish treatment plans and providers that we trust. And more than likely, the CWO is at the heart of many of those decisions.
Women make almost 80 percent of health care decisions for their families
U.S. DEPARTMENT OF LABOR
An estimated 66% of primary family caregivers are female, and they spend as much as 50% more time providing care than male caregivers
AARP and the FAMILY CAREGIVER ALLIANCE
The Silver Caregiver
When we talk about the Silver caregiver, and how influential they are in healthcare decision-making and managing care, it’s essential to explore the many roles they can play:
Doctor/Nurse – Caregivers are continually monitoring, diagnosing, researching and treating conditions – in some cases, multiple conditions for multiple people, including themselves. They are adept at spotting the most minute changes, which can be nothing, or indicative of more severe issues that require fast action.
Care Coordinator – Silver health and wellness can involve the coordination of numerous providers, frequent appointments and volumes of patient health information.
Pharmacist – Medication management is a big deal – especially when multiple medications and advanced monitoring and administration are involved. Filling scripts and dispensing meds accurately at home is a critical function of the caregiver and determining how and when OTC products and selected and taken can be an equally important determinant on health and well-being.
Nutritionist – Females are the primary purchasers of groceries, preparers of meals and, are much more likely to source vitamins and supplements.
Financial Manager – Medicare, Medicaid, supplemental insurance, enrollment, coverage, co-pays, networks… Silver care and coverage get complicated, and the responsibility of navigating payors, plans and payments will often fall on the caregiver.
Activities Coordinator – Community involvement, social engagement and exercise are all big parts of maintaining physical and emotional well-being. Caregivers often need to provide the motivation and coordination to ensure that those in their care up are active.
Designer and Contractor – As mobility and medical issues increase with age, modifications are often required to the home to maintain healthy, safe and functional environments. The CWO is typically in charge of managing and maintaining the space to meet the needs of aging adults.
Collectively, caregiving can be a full-time job – and it takes its toll. Multiple studies indicate that women caregivers suffer increased mental and physical health problems. There are financial implications as caregiving can decrease time spent in careers – reducing earning potential and lowering Social Security and pension benefits. A 2015 Rice University study found that women who are family caregivers are 2.5 times more likely to than non-caregivers to live in poverty and five times more likely to receive Supplemental Security Income. A 2011 study by MetLife found that 23% of non-working and 20% of working female caregivers will provide financial assistance to parents.
Women have a stronger social motive for caregiving and experience greater enjoyment in health-related information searches
Journal of Medical Internet Research
Engaging the CWO
Empathizing with the realities of caregiving is imperative to optimizing engagement. Despite the challenges, there can also be a great deal of personal satisfaction derived from providing care for loved ones. Incorporating key attributes of the caregiver into segmentation and supporting the roles along the care continuum can go a long way in establishing value, authenticity and trust. Consider the following when developing sales and marketing strategy:
I. Know the CWO. Take the time to understand the prominence of the caregiver within your category and the life-stage of your customer. Explore the roles they play and how Silver values, beliefs and behaviors influence them. Identify her fundamental needs and preferences along the care continuum and invest in connecting at crucial milestones.
II. Target the Caregiver. Develop targeted content and market directly to the caregiver. Pharma and device manufacturers will typically tailor sales and marketing materials for Patients and HCPs (healthcare professionals). Consider communicating directly to the one making decisions and caring for others. Provide information that supports their role in caregiving and enhances their ability to deliver care.
III. Care for the Caregiver. The physical, emotional and financial realities of caregiving are significant. Where and when appropriate, offer information and advocacy to support their personal needs.
Wrap Up
Silver CWOs have decades of caregiving experiences that encompass countless roles. Many have been parents that have taken care of their parents. They are experts in the conditions they treat and advocate for those in their care. Understanding and supporting them as individuals, caregivers and consumers will not only help you establish a relationship; it will enable you to earn their trust.
