It’s Time To Kill The “S Word” Once And For All!

Today I got another one of those pieces in the mail from a nearby hospital—you know, the one with the vanilla husband and wife, both frolicking on the beach, he in is tan swim trunks and full head of shocking white hair, she in her one -piece bathing suit, her capped teeth gleaming in the bright sunlight.

Hospitals are looking to “align” with what they believe are the wealthier market segment—those 50 years and older (of course, the hospital’s brochure, in its unintended patronizing way, refers to them as “50 years and better”). The hospital marketing department’s thought process is to solicit folks in this age group to join its“senior membership” program. Get discounts at neighborhood retailers by flashing them your telltale membership card. Partake in free “seniorcize” classes at the hospital’s health and fitness center, where silver-haired warriors can get their blood pressures checked and the hospital can ultimately get a few heart procedures.

Honestly, I have no issue with programs that are set up to attract older individuals approaching or already in retirement. Banks do this all the time. And hospitals are not just trying to improve their payer mix and volume of patients with these membership programs. The material is educationally important and the programs provide excellent socializiation opportunities in addition to healthy living habits thatmany people in their advancing years need. But what really irks me is that people 55 years of age or older are still being called “seniors”. People in their thirties and forties aren’t called “juniors”, are they? I’m not aware of any “juniorcize” exercise programs out there. Every other market group rails when it is stereotyped. Why are we, the growing bald and bunion market segment, letting society get away with this??

Rather than refer to us as seniors, why not just call us “smart shoppers”? We know a good deal when we see one, and we know when marketers are really just after our money (which we don’t have a lot of anyway). So please, no more commercials with Wilford Brimley droning on about spending our golden years on some crappy insurance plan. And no more cheesy brochures with that lady with the pearly whites.

Be well.
--TMW