Boomer Specialty Practice Decision Factors

Boomers have a traditional approach to choosing a specialist. For much of their lives, they depended on physician-to-physician referrals. Despite the advent of patient choice, they tend to fall back to the old habits.

Boomers have a traditional approach to choosing a specialist. For much of their lives, they depended on physician-to-physician referrals. Despite the advent of patient choice, they tend to fall back to the old habits.

  • Boomers are almost the inverse of Gen Z when it comes to social and advertising influences.
  • The percentages of this population relying on familiar recommenders or providers is similar to Gen X.
  • Older Boomers trust the authority of other healthcare providers who recommend specific specialists.

However, there are several strategies practices should consider to increase the chances boomers will ask their doctor about your practice. Digital marketing is also effective in branding your practice with referring physicians.

  • Strengthen Relationships with Primary Healthcare Providers (27%-25%)

    • Collaborate closely with primary care physicians and other healthcare providers who serve Boomers to establish a trusted referral network.
    • Targeted digital marketing to referring physicians and other healthcare providers.
    • Ensure clear communication of expertise and specialization in referring providers through professional newsletters or educational webinars.
  • Highlight Online Reviews and Testimonials (23%)

    • Actively request reviews from satisfied patients, particularly those in Gen X, on platforms like Google, Yelp, and Healthgrades.
    • Feature positive testimonials prominently on the practice’s website and social media to resonate with this demographic.
  • Ensure Insurance Integration Visibility (24%)

    • Clearly display accepted insurance plans on the website to address cost and compatibility concerns.
    • Partner with insurance providers to ensure inclusion in directories used by Gen X patients.

For more information on marketing healthcare to Boomers, download the report.

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If you’d like to learn more about how we can help you adapt to the evolving marketing landscape and ramp up your efforts, please contact us today.

Published On: 03/25/2025

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