Marketing to a Younger Audience

by Sarah Munjas 

As children mature into teens, they form a new and unique population of patients. After a childhood of doctors’ visits aimed at treating the common cold and tracking developmental milestones, preteens and teens need a different level of medical care.  Since adolescents are less concerned about health, and more focused on school, sports, and other activities, they can be a hard group to reach. To reach the teenage audience, marketing campaigns see the success in offering a fun and educational learning environment through programs and workshops.  Examples: Go Red Girl Scouts Patch Program. The American Heart Association’s Go Red Program brings women and Girl Scouts together to raise awareness of the danger of heart disease as a serious women's health issue that starts with lifestyle habits developed early in life. The patch activities teach girls how to keep their heart strong by promoting healthy lifestyles and decision making. Educational Programs & Workshops. Many hospitals realize that the transition from child to teen can be an exciting, as well as an uneasy time for parents. Parents struggle with how to begin discussions with their child about the changes and challenges of the adolescent years. Some hospitals offer program or educational sessions that provide an opportunity for parents to join other parents in discussions with physicians about the many topics related to important healthy growth and development of their adolescent child.   National Public Health Week. Since children and adolescents spend a majority of their time at school, it only makes sense to reach them there. Several schools across the country utilize this week to educate teens who may not be familiar with how to live a healthy lifestyle. They invite doctors and other healthcare providers to speak to children, set up stations to check blood pressure, or educate them on the importance of not smoking.  Sports Therapy/Rehab. As more students begin to lead an active lifestyle, the likelihood for injury increases.  To connect both with parents and students, many hospitals incorporate sports rehab and physical therapy programs into schools. This provides a comfortable setting for students, a convenient location for parents, and an accessible environment for physicians to reach these audiences.  While the transition into the young adult world can be overwhelming, every adolescent can benefit from supportive physician relationships to help guide them through this exciting and oftentimes confusing period. As a healthcare provider, it is important to encourage a healthy lifestyle, monitor the health of teenager’s growing and changing mind and body, and support adolescents to make safe and healthy choices.