“The New Senior” Senior technology habits are changing

The pandemic in 2020 kickstarted the adoption of technology for seniors and their healthcare, from telehealth appointments to automating their prescription refills via app on their phone. Not only are they utilizing technology for their healthcare, but seniors (65+) are taking part in social media in growing numbers. What does this mean for you?

As an insurance agent building your client list, it’s important to recognize the needs and continue to adapt to the interests of your target market. According to Pew Research Center, about 45% of those 65 and older report using social media, which is a 29% increase in the last 10 years. Specifically, Facebook is extremely popular with this age group. According to Statista, 73% of Americans between 50 and 64 are on Facebook as of February 2021. Being active on social platforms can help you reach people where you know they will be.

Now that you know where your ideal clientele is, you also need to consider your messaging and whether it is geared to an older audience.

Avoid slang — Keep your copy simple and to the point. Too much jargon will lose the interest of seniors.

Create useful content — Seniors use social media to learn, grow and create community and independence. Make sure you are offering information they find relevant.

Highlight useful services — Lead with the benefits your services offer seniors and how working with you makes insurance easier to navigate (especially Medicare).

Understand your audience — Make sure your language promotes their independence and addresses them directly. Focus on topics they care about.

Targeting the Medicare-eligible audience online is a fantastic way to gain brand recognition and legitimacy. Strategy is the key. Questions about how to be compliant and use social media efficiently? Contact JAR at 1.866.226.4086 or check out our support page here.