Social Media Marketing to Over 65s
In this series we are going to discuss how to attract and appeal to certain demographics, our topic this week is overs 65s, click here to see how to appeal to parents.
What over 65’s need to know
Firstly, we need to think about what over 65’s need to know about your services:
- That over 60s get free NHS eye tests
- That eyesight can deteriorate with age
- What Age-related Macular Degeneration and other age-related eye conditions are
- That you offer at home services/hearing services etc
- If you are accessible for wheelchairs
- The vision-related legal requirements for driving
- That some eye diseases are hereditary
What over 65’s need to feel about you
- That they can trust you
- That you’ll explain things clearly
- That you won’t rush them
- That you can help spot any signs of eyesight deterioration
- They need to know that you care, and will help ease any worries for them
- That you have great glasses
- That you can help them see
- That you are reasonably priced
How to portray these messages to over 65s
- Facebook is the preferred social media channel for over 65s, so this should be the platform you post to them on
- You can find local community groups – such as church groups, coffee mornings etc to post on and integrate with
- You can go back through our backlog of hundreds of social media images and choose the ones which fit the brief
- List any sales you have so that over 65’s know you’re affordable
- Share photos (with permission) of over 65’s and their new glasses, so that they can see what others look like in various frames
- Have a tea and book area, and have our patient newsletter on display
- Team up with local care groups and charitable organisations
- Post during daytime hours
- Share stories and news articles which clearly explain various eye conditions that tend to affect over 65s
- Post about relevant awareness days or interests that over 65’s typically enjoy. This may include National Heritage Days, sewing, fishing and reading
