Research company Millward Brown reported findings from their study that says there's a gold mine waiting for those who can effectively reach consumers 50 years and older in the health care sector.
There are over 30 million seniors in America alone that have an opportunity to be reached if their concerns and needs are met.
The study talks about several types of seniors and the specific challenges that are faced in marketing to or reaching them. The first they called "Senior Hopefuls," they offer a large opportunity to marketers. They say they would definitely consider going online to find health information if Web sites were much easier to use, a "gatekeeper" did the searching for them or the information could be found 
quicker. There are approximately 13.1 million seniors that fit into this category.
Some other groupings were seniors who had no trust of the online content and those that would only do it if someone helped them with it; a family member or friend. Together they represented over 20 million consumers.
Recommended ways that seniors could be reached are through enlisting health care professionals to give testimonials about the content or products. You could also get other seniors to do the same that have used the information or products as well.
For the millions that prefer gatekeepers, you could do things that would show the gatekeepers the importance and need of doing it together with their loved ones. Or better, encourage to teach them how to do it themselves.
The bottom line is that this is a group of people that have lived life. They have had all the marketing messages thrown at them and are skeptical; especially when it comes to health-related information and products. There is much more of a wooing process and ease-of-use factor connected to seniors that must be employed if you want a chance to serve their many needs in the health area.
One great things is that they're very loyal as well, and less apt to bounce from one thing to another. So once you win their confidence and trust, you will probably have a long-term customer.
Social-proof is a big thing for seniors, so professional and user testimonials in abundance are called for here in a big way. With these things in mind though, there is still going to have to be a lot of experimentation to find what works best. These are good starting places to begin and than adapt as you go.
Don't underestimate this market, they have more buying power than any other demographic in the world today.
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