OK, I’ll admit it.  I watch television - and I watch television commercials.  That may reveal something about me.  Like my age.  Fifty something. 

Not so for the thirty-something gang in my office who, while sipping on their soup, checking on text messages, perusing People magazine and still managing to stay one step ahead of the lunch table conversation, boast that they haven’t seen a TV commercial in a dog’s age (my expression, remember, fifty something).

I wonder, especially as I try to reach out to a patient target of the same age - and younger - as my work pals, can I still count on the old media to reach those women of childbearing age or those young families coping with infertility?  The answer depends on who you ask.

We recently commissioned a study by Thompson Reuters to examine the household segments that exist in our broad service area and look at the behavioral and attitudinal characteristics of our key consumers.  The results were eye opening.  For those segments who had recently used maternity, high-risk obstetrical and infertility services, their use of media related to their health care decision making rested pretty much entirely on digital sources, i.e., the internet to search for conditions and hospital websites.

For sure, it’s a changing world.  There is declining usage of traditional media, and an upsurge in usage of social media, blogs and videocasts, particularly among younger audiences.  But the real numbers behind these trends bear a second look.  According to a 2008 survey by Ketchum and USC Annenberg Strategic Public Relations Center, still topping the list of media used by U.S. consumers were major network TV news (65%), local newspapers (63%), local TV news (62%).  Use of social networking sites, blogs, podcasts had all increased 2006-08, but the relative share still remained smaller, 26%, 24%, 7% respectively, than the mainstream media

So, if you’re looking to reach that younger consumer, what’s an erstwhile marketer to do? 

According to Doug Bennett, president and CEO of Bennett Group in Framingham, MA, “We are recommending online venues, including social media mixes.  Sometimes, clients get nervous because they are releasing control of the content, people can post comments that don’t always put them in the best light.  But that’s part of social media networking, recognizing that people will talk about you anyway.  Why not join in the conversation?”

Emily Haggman, principal of Haggman, an ad agency in Manchester, MA, says, “People no longer consume media, they create it and share it. So joining in and leading the dialogue is imperative in mounting a successful marketing campaign, but key is an integrated approach.  You need to speak to customers in an original, authentic voice and reach them with the right mix – whether it be traditional advertising, public relations or the new tools available through social media.”

Doug agrees, “I would still recommend a balanced plan of TV, radio, online, social, direct mail and event promotion as part of any major initiative.  As always, it is dangerous to put all your eggs in one basket.”

Good.  I can go back to my television commercials, knowing that I’m not the only one watching.

May Kernan, APR, is SVP Marketing Communications, Care New England/Women & Infants Hospital and a member of the NESHCo Board.