Primarily due to the sizeable baby boomer generation, no other group in Canada is experiencing faster growth than seniors aged 65 and older. By 2030, it’s projected that nearly a quarter of Canada’s population will be at least 65 years of age. Except for the pandemic years, Canada’s life expectancy has also increased almost every year since this measure was first tracked in the 1800s. The average life expectancy is expected to reach 85 and 90 years, respectively, by 2030 and 2084. As Canadians generally enjoy longer, healthier lives, it is essential to acquire and retain the satisfaction and loyalty of older patients by understanding and addressing their unique and evolving needs.
Marketing to a rapidly ageing population
Given that seniors’ collective demand for services shows no signs of slowing down, it is essential to be strategic and intentional in producing content that addresses their specific needs. Brainstorm and carefully consider those topics that are of interest and relevance to older patients. Develop content for your website pages, blog, social media channels, and other communications related to these topics. A few ideas:
- How to keep comorbidities like diabetes under control by keeping your mouth healthy (the oral-systemic health connection)
- How diabetes and other diseases can also be risk factors for oral disease (the oral health case for managing comorbidities)
- How to pay for care (insights into services that may be covered through Medicare and other drug benefits and supplemental coverage, as well as any membership programs, financing, and other alternative payment plans to help with out-of-pocket expenses)
- How tooth loss and other conditions long associated with ageing are not a “normal” part of the ageing process (and how you can keep all of your teeth for life and even as your overall health changes)
Related article: The senior-friendly dental office environment: How and why it is essential
Geriatric dentistry services
It is also essential to promote any special credentials, training, skill sets, and services associated with caring for the needs of older populations. Not unlike geriatrics as a whole, there is a significant shortage of dental offices with the senior-focused services and expertise to meet soaring demand in these areas. If you also have a history of caring for many older patients and a passion for doing so, do not be afraid to highlight that in pages geared toward seniors, a dedicated section on ageing, and/or in biographies and “meet the team” pages on your website. Also, communicate special needs expertise. For instance, you may want to develop a dedicated blog post or article on your training and experience caring for patients with Alzheimer’s and dementias. In this example, it is essential to communicate directly with caregivers. Always communicate content as if you are speaking to the patient’s son or wife. Consider the questions or concerns that caregivers typically raise. Address those common questions and concerns in any content. Also, address how you may overcome any psychological and mobility/transportation-oriented challenges to them receiving the care they need. If you offer concierge or mobile dentistry services, there is no better time than now to promote these offerings and introduce the public to modern-day “house calls.”
Ageless smiles
Cosmetic dentistry is the fastest-growing segment of the industry, projected to grow by 8% over the next four years. Ensure that all pages and posts related to cosmetic dentistry services feature patients and stock images of individuals of all ages. In other words, there should be some grey hairs on your website! You may wish to produce cosmetic dentistry content that speaks directly to this group; for example, you could develop articles or posts about when to replace old or worn dental restorations or about how to still benefit from teeth whitening, even when an older patient has existing fillings or crowns. Remember that the desire for an attractive smile is timeless. Market to this and to how cosmetic dentistry can make patients look more youthful and vigorous. This also presents a great opportunity to highlight those cosmetic services that extend beyond dentistry, such as injectable procedures like Botox® or fillers. Highlight the anatomical skill that distinguishes you from other providers that may offer this product, as well as how it can complement any other dental services or work that may be done at your office.
A final note
Some skillsets and services mentioned here may not be currently offered at your practice. We hope this inspires you to consider all the possibilities for better serving your community in the years to come and promoting what makes you stand out from the competition. Take stock of what you offer now to prepare your practice for the future and to maximize existing capabilities and services to support older patients as they age.
About the author
Naren Arulrajah, President and CEO of Ekwa Marketing, has been a leader in medical marketing for over a decade. Ekwa provides comprehensive marketing solutions for busy dentists, with a team of more than 180 full time professionals, providing web design, hosting, content creation, social media, reputation management, SEO, and more.