Creating messaging that resonates with older adults, caregivers, and influencers is a critical yet often overlooked factor in the success of senior-focused technology. In this episode, SmartBug’s Paul Schmidt is joined by AgeTech expert Tonia Speir and Senior Director of Copy Erin Hardy to explore the branding and messaging strategies that drive engagement and adoption in the AgeTech space.
If you’re an senior tech company, senior living provider, or a marketer looking to better connect with this audience, this episode is packed with actionable insights to strengthen your value proposition and elevate your messaging strategy.
[00:10] Introduction to the importance of messaging in AgeTech
[01:35] Why branding and messaging are often overlooked in senior-focused technology
[03:27] The emotional vs. technical messaging gap for older audiences
[05:28] Common concerns and adoption barriers for older adults and caregivers
[07:29] How to prioritize building trust with different AgeTech audiences
[10:24] Creating empathy-driven messaging that avoids condescension
[12:42] Defining trustworthiness and developing an authentic brand voice
[15:55] Common mistakes brands make in messaging (e.g., leading with features, over-idealized visuals)
[18:49] Balancing features vs. benefits in messaging for seniors, caregivers, and adult children
[23:06] Matching the message to the right distribution channels (e.g., TikTok, Facebook, print)
[26:42] Using social proof and testimonials to build credibility and drive adoption
[29:27] Traditional vs. digital marketing mix for senior and caregiver audiences
[32:22] How Facebook became a powerful channel for senior-focused messaging
👉 Contact SmartBug: https://www.smartbugmedia.com/contact-us
👉 Contact Tonia: tspeir@smartbugmedia.com