By Michael Rinaldo, President, Global Healthcare Business
A recent Wall Street Journal article exploring declining birth rates got me thinking about the definition of health-care caregiver and, more to the point, how we as health-care communicators need to keep current on our perceptions about these highly influential and essential individuals. In her article, Rachel Wolfe shares data that tell an unexpected story behind declining birth rates in the United States. While couples having fewer children than past generations account for some of the decline, couples actively choosing to remain childless is playing an increasingly ascendent role.
Children of aging parents have traditionally played an outsized role as caregivers for decades. This new report begs the question: who assumes the role of caregiver when children are not an option?
We have always recognized that caregivers can be extended family members, friends and hired aides. What is different and warrants attention today, however, is that changing demographics and life choices are dramatically altering the mix and dynamics in ways that demand more thoughtful definitions and targeted marketing.
It is not just childless couples redefining the caregiver role. Other factors include life expectancy with the number of adults 90 and older nearly tripling since 1980. In fact, the number of adults 90-plus is expected to increase to 7.6 million in 40 years, an astounding jump from the 1.9 million nonagenarians in 2010. Geographic dispersion of families further clouds the family/caregiver picture frame.
Seasoned health communicators have always understood the dangers of oversimplifying a target audience. Defining the caregiver target has been especially challenging depending on the disease and demographics. Along with patients, caregivers have maintained a prominent role in almost any public health or commercial campaign. The recurring debate has been how we best connect and engage. Shifting dynamics is not going to make it any easier.
There is some certainty, and it is not surprising; research and data will become even more important. Data tells us that by 2060, 1 in 4 people will be responsible for providing care for a family member with a chronic disease, serious illness or disability. But will they all be family members? More than ever, the first question we need to ask is are we targeting the right person.
We start by listening. Follow the data, like the news shared in the latest reports cited in the Wall Street Journal article. The importance and impact of geographic, demographic, psychographic, behavioral and channel-specific segmentation will, with increasing frequency, define success. And getting as close to real-world care delivery will be indispensable. Relationships are the emotional and here-and-now companion to the sharp lens afforded by data. Connections with patient advocacy organizations, health-care professionals, community organizations and even telemedicine platforms will complete the caregiver portrait and define the details first sketched by data.
The motivations, interests and challenges faced by newly emerging caregivers who may not have the close family connections of the past may be even more diverse. Treat each caregiver as an individual, understanding communication barriers, respecting diverse healing beliefs and practices, and appreciating cultural body language. Success will come by meeting the needs of caregivers – regardless of their cultural tapestry or connective bond with the patient – with compassion and a bespoke mindset.
Acknowledging and adapting to the changing landscape of caregiving is essential. The ties that bind a caregiver to patient are likely to be more complex and carry different life experiences and motivators into the relationship. Missing the mark may be directly tied to missing the trends.
Action Items for Health-care Communicators:
1. Conduct thorough audience research to identify emerging caregiver groups.
2. Develop audience persona profiles that reflect the diversity of modern caregivers.
3. Create targeted, culturally appropriate messaging and materials.
4. Implement multichannel communication strategies to reach dispersed caregivers.
5. Regularly reassess and adapt strategies as caregiving trends continue to evolve.
