Articles
The Journal on Active Aging brings articles of value to professionals dedicated to older-adult quality of life. Content sweeps across the active-aging landscape to focus on education and practice. Find articles of interest by searching the article archives in three ways: Enter a keyword in the articles search bar; click on search by topic; or type a keyword or phrase in the general search bar at the top of the page.
Topic- Marketing
Working with your local physicians by Phil Page, MS, PT, ATC, CSCS
A physician’s advice is one of the most important factors in older adults deciding to exercise, yet less than 50% of these medical professionals counsel patients on this topic (Ades et al., 1992; Damush et al., 1999). In fact, doctors discuss physical activity less than 30% of the time with patients who have such risk factors for heart disease as diabetes, obesity and hypertension, according to a recent report (Ma et al., 2004).
moreMarketing
Effective news releases by Brigid Sanner
A mainstay of most communications and marketing programs, the news release allows health and wellness groups to control the information they issue to the media. Through this vehicle, an organization can decide what it wants to say, when it wants to say it, and to which media outlets it wants to direct its news. Yet sending out a release does not always lead to media interest or coverage. Also, once sent, a news release can sometimes take on a life of its own. As a result, an organization may feel a loss of control over how the media decide to cover this news.
moreMarketing
Creating age-friendly websites by Brigid McHugh Sanner
Make no mistake about it: today’s midlife and older adults form a significant part of the technology wave. As a result, the Internet offers you considerable opportunities to reach these audiences and attract them to your health or wellness facility.
According to Older Americans and the Internet, a report from the Pew Internet & American Life Project, 22% of adults ages 65 years or older have Internet access—up from 15% in 2000 and just 2% in 1996. That translates to about eight million wired older Americans.
Marketing
Increase your television sponsorship odds by Debra J. Schmidt
When you approach a television station to request a media sponsorship for your event, you are in competition with hundreds of other organizations with equally worthy causes. Here are some ways to help your event stand out in the crowd.
moreMarketing
Presenting to 50-plus audiences: a practical guide by Brigid McHugh Sanner
Providing orientations to new members or residents. Addressing community groups. Presenting an overview of your program to potential funders. Speaking at a conference or meeting. In your role as a fitness, health or wellness professional, you probably encounter numerous opportunities to make both formal and informal presentations. The following commonsense pointers can help you improve your effectiveness as a speaker—especially if your primary audience groups include older adults.
moreMarketing
Direct marketing to older adults by George Duncan
If I were to sum up in a single phrase the way to produce successful direct mail programs aimed at people 50 years of age or older, it would be cool it. From the envelope to the order card, older adults require more thoughtful approaches in a variety of areas.
Many elements of effective direct mail for regular consumer marketing apply when selling to the mature market. However, some elements require greater emphasis and others less. To increase your chances of success when marketing your wellness offerings to older adults, keep in mind the direct mail pointers outlined below.
