You're smack in the middle of the longevity revolution – in 1900, the average life expectancy was 47. Now it's 78. No wonder people aged 44-62 consider themselves to be in the prime of their lives – middlescence. Spending is highest between ages 50-60 and their greatest interest in the beauty industry is highest between 54-64. Could it be time to reconsider how you target your long-term marketing strategy?

• Most boomers intend to work well into their 60s and beyond. Competing in the workforce and maintaining a fulfilling lifestyle means looking good and feeling healthy, and they're willing to invest in it long-term for themselves, their children, and their parents.
• Boomers are visual learners, readers, and they're receptive to presentations that provide context, they like to access good information before they make decisions, and they like getting mail.
• While the Boomer demographic makes up 30% of the online population, as many as 83% believe online advertising isn't meant for them but for younger people. These consumers respond the most to direct mail.
• Boomers want a relationship and a sense of belonging with the companies they do business with. Your newsletter, practice updates, and special offers will make them feel welcome.

Boomers are asked for information and recommendations about 90 times each year. You have a terrific opportunity to create great buzz – and referrals. Boomers are in your practice and your neighborhood, and your direct mail marketing programs combined with free eMailBulletins are tailor-made for them. A multi-channel marketing mix has its place, but research shows that direct mail is still the hands-on winner.