Generational messaging bridges the gap.
At a time when competition among health care organizations was hot and heavy, Sutter Health launched MyLifeStages.org, an informational, health-related web site and resource for women. While the focus of the site changed monthly, the audience remained consistent. We were charged with helping to increase site traffic—and the network of potential Sutter loyalists. To accomplish both we dug deep to understand the audience from a generational standpoint, and speak to them in their language.
Objective:
To engage women of the Baby Boomer generation with the MyLifeStages site and demonstrate its value as a resource on prevention and care. We wanted to increase awareness of Sutter as a top-of-mind medical choice by promoting a free customized medical health plan based on the results of an online Health Risk Assessment.
Solution:
To promote the MyLifeStages site as a trusted health resource, we identified a specific problem women in this age group care about—and found that the #1 reason for physician visits for these women was knee problems.
Armed with this insight, we created messaging that capitalized on shared emotional experience of this generation. We know that boomers are aging—but fighting it every step of the way. Crafting a direct mail piece with this language is a big step in gaining trust and compelling action.
Result:
Metrics showed a higher engagement with MyLifeStates site during the mailing campaign.
A significant percentage of recipients went beyond passive engagement with the site and used the Health Risk Assessment tool to begin a more personal relationship with Sutter.
