Facing a Healthy Dose of Reality: Varsity Releases Mature Market Healthcare Trends Report

HARRISBURG, Pa., July 5, 2011 /PRNewswire/ -- Varsity (www.varsitybranding.com), the nation's leading marketing communications agency dedicated to winning the mature market, has released its first annual study of healthcare trends based on this audience's attitudes and behaviors affecting the entities that market to them.

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"Healthcare 2.0: The New Reality" focuses on how increasing options and costs, new technologies, personnel shortages, and other factors in the ever-changing landscape of the healthcare industry will affect mature consumers (Boomers and beyond), and why marketers need to be more cognizant of the needs and desires of this rapidly growing demographic.

The report is based on trend spotting, primary quantitative and qualitative research, including focus groups, surveys, analyses and vetting with industry leaders in various specialty areas, including hospital executives, healthcare technology manufacturers and private practice physicians, and secondary research.

Among the trends uncovered by Varsity:

• "HEALTHCARE CONSUMERISM" — With patients becoming more engrossed in their own health, technology will enable them to become even more empowered, informed and educated consumers.
• "A MOBILE REVOLUTION" — As technology continues to change how we communicate, healthcare brands will be expected not only to meet but to exceed consumer demand for more digital health management.
• "A GRAYING AMERICA" — Members of the growing mature market will be looking to interact and engage with brands that meet their needs.
• "WELLTHY ASPIRATIONS" — Increasing concern surrounding healthcare costs appears to be prompting some to improve their health, including participation in comprehensive wellness programs.

"Healthcare leadership is constantly juggling urgent and important needs," said Jessica Simmons, mature marketing strategist for Varsity. "There simply isn't enough time in the day. From an operational and marketing perspective, it's one thing to be aware of demographic trends, and it's quite another to have proactive plans and strategies in place to respond to those trends. We built this report to provide the healthcare community with actionable intelligence that will positively impact how brands operate within the new paradigm."

Based in Harrisburg, Pa., Varsity provides marketing services for clients in the retirement living, consumer goods and services, technology and healthcare practice areas. The agency's client roster includes Sodexo Senior Living, American Standard Brands, Delta Health Technologies and a number of continuing care retirement communities across the country. The agency has also conducted extensive mature market research in the areas of home care, aging in place, death care, commercial foodservice and wellness.

"Google/Nielsen recently showed that eight out of ten Boomers believed the marketing messages they were exposed to in traditional and online media were intended for a much younger audience," said John Bassounas, Varsity's director of client services. "Combined with seniors, this demographic is the fastest-growing and wealthiest, with more than $2 trillion in annual spending power. An audience posting these kinds of statistics obviously deserves a dialogue tailored to them. This report is designed to show marketers in the healthcare field just how significant the mature market is, in terms of buying power and opportunities."

Members of the Varsity team are available to provide in-depth presentations of the report, either via webinar or in person. To schedule a presentation or for additional information, contact Jessica Simmons at 717-652-1277 or [email protected].

About Varsity

Varsity is the nation's leading full-service marketing communications agency focused on winning the mature market. We connect the mature market with brands through one of four main categories: retirement living, consumer packaged goods, technology and healthcare. Research drives our work and our team of passionate strategists in the disciplines of creative, public relations, interactive and media. For more information, visit www.varsitybranding.com.

SOURCE Varsity