2010-04-21 14:41:07 -

Social media is actively engaging the mature adult crowd, according to a new case study involving Healthways SilverSneakers Fitness Program ® and strategic social marketing firm, Media Logic : . According to SilverSneakers, active engagement with the group’s Facebook page : grew from fewer than 500 fans in December 2009 to more than 11,000 fans today as a result of a site specifically designed to encourage information sharing in a safe, supportive online older adult community.


The success of the work indicates two growing trends in social media: that adoption among older adults is continuing to trend upward and that membership-based organizations are realizing the value of social media as a marketing tool that enables conversation-centric,

two-way models of communication.

Engaging Older Adults


The award-winning SilverSneakers Fitness Program : is offered to Medicare Advantage plan members through their health plan clients at more than 9,400 participating fitness and wellness centers : across the country.
SilverSneakers provides an innovative blend of exercise classes, health education and social opportunities to help mature adults maintain active, independent lifestyles. Studies have found that older adults who participate in SilverSneakers are admitted to hospitals less frequently, have lower overall healthcare costs and experience a significantly reduced risk of depression.

While a hugely popular program, using strategic social marketing has provided SilverSneakers new and effective ways to connect with potential members and, perhaps more importantly, to encourage loyalty to the program, ongoing member participation and involvement.


“Our program is an inherently social experience,” explains Michele Eckert, Healthways’ senior manager of Member Engagement Marketing.

“Introducing social media has allowed our participants to further enhance their social connections by sharing stories, photos, tips and notes of encouragement to others. Our experience supports the research that shows older adults citizens will adopt social media and participate, provided they see content and groups dedicated to their needs and interests.”


Facebook is by far the most popular social media platform for people age 63 to 75, according to an eMarketer report : released in January 2010; 90 percent of social media users in this age group have active Facebook profiles. According to the report’s author, older Americans “expect that technology will help them live longer and better lives and keep them connected to family, friends, co-workers and, eventually, health care providers,” and adds that “online marketing messages that help them build on their connections – and foster other online relationships – will get their interest.”

Creating Better Engagement with Members


While SilverSneakers began experimenting with social media late last year, the program needed a systemic approach, guidance, and support to create stronger interest and active participation. Last January, the program partnered with Media Logic and employed Zeitgeist & Coffee : SM , a collaborative and strategic social marketing solution specially designed to help organizations ramp up their social media marketing efforts, making them more effective, and easier to implement and sustain.


Not only has SilverSneakers seen a significant spike in Facebook fans since using Zeitgeist & Coffee, but the fans’ level of engagement has also increased dramatically as well, says Ronald Ladouceur, Media Logic’s executive vice president.


“We are also seeing a growing number of participants’ friends and family members join the Facebook page,” says Ladouceur. “Some of these new fans are potential SilverSneakers members who are turning to Facebook to learn more about the program. But others are younger people, as well as family caregivers, who are important influencers and supporters of SilverSneakers participants.”


“We are thrilled to apply our methodology, our marketing expertise and our proprietary technology to such an important program and help older individuals to take greater control of their health,” says Ladouceur. “But we also see that membership-based organizations, while they understand the opportunity to be in social media venues, need the tools and assistance to figure out how to fully leverage social media as a marketing tool and make their social presence more meaningful.
In this case, Media Logic’s experience and Zeitgeist & Coffee solution meant the difference between having a Fan page – and having an active community.”

About the Healthways SilverSneakers Fitness Program®


The SilverSneakers Fitness Program® is offered by Healthways, an industry leader providing specialized, comprehensive Health and Care Support SM solutions to help people maintain or improve their health. Founded in 1992, SilverSneakers is one of the nation’s premier exercise programs designed exclusively for Medicare members and offers an innovative blend of physical activity, healthy lifestyle and socially-oriented programming that allows older adults to take greater control of their health. The unique program is currently offered to eligible Medicare health plan members at more than 9,400 participating fitness and wellness centers, YMCAs, and Curves® locations in all 50 states. For more information on SilverSneakers, call 480-783-9555 or visit www.silversneakers.com : .

About Media Logic


Media Logic, a leader in marketing innovation, is ushering in a new era of conversation-centric marketing, putting social at the center of business to achieve better customer engagement, advocacy and revenue growth. Combining more than 25 years of experience with its breakthrough Zeitgeist & Coffee social management program, Media Logic is helping organizations harness the power of social media to drive marketing strategy and brand evolution. Visit: www.mlinc.com : , www.twitter.com/medialogic : , www.facebook.com/medialogic : or pitch.pe/56000 : .



Downing Street CommunicationsSarah Sparks,

303-362-1458 sarah@downingstreetcommunications.com : mailto:sarah@downingstreetcommunications.com