Tokyo,y , October 3rd

Silver market successby education & usability- A German experience DISCLAIMER
No portion of these materials is to
be used or disseminated by any
method without the expressed
written consent of the presenter(s)and the German Institute forJapanese Studies (DIJ).

Frank Leyhausen

leyhausen@medcominternational.de1

MedCom international medical&social communication ltd.
 est. 1986, based in Bonn, core-team of 12 plus 10 freelancers
 Realization of communication strategies in the health andsocial welfare
elfa e mamarket
ket as wellell as within
ithin the tatargetget ggroupo p 50+ Sensitize public to specific items
 Change and forming of opinions(public, specific patient or consumer target groups,occupational groups e.g. physicians) Patient & consumer communication
 Market research (via own panel of 4.500 seniors) Publishers on- and offline media2 Deutsche Bahn

 Ministry of Environment andConservation, Agriculture andConsumer Protection of
North Rhine-Westphalia.

 Deutsche Bank Nestlé Deutsche Telekom

 Novartis Deutsche Post / DHL Omron Medizintechnik Electrolux Panasonic Germany Shering Plough (Essex)

 Pfizer Germany

 Federal Minister ofFood, Agriculture andConsumer Protection

 Procter & Gamble
 SCA Merz

 Vodafone

Choice of references:3

Spotlights on demographic change
Population
Total:
Men:
Women:

2004
82 500.800
40 353.600
42 147.200
147 2002005
82 438.000
40 340.000
42 098.000
098 0002006
82 314.900
40 301.200
42 013.700
013 700

17.000.000 people receive age related pensions (12/31/2006)
Q
Quantity:
yShare of people > 50 years vs. gross population
Increase from historic 3-10 % to 33% in 2010
Proportion:
opo oyoung-to-old ratio moves from7 to 1 in 1910 to1 to3 in 2040 upcoming conflicts of interests e.g.
health system, political power
Extending duration of ageing:
Period of retirement is extending constantly.
Need of new or alternative opportunities
for this period450plus, simple cluster:„darlings“d li“ off ththe iindustry
d t
Go-go´s:„Masterconsumer“,People without any
disabilities„younger ones““
Age group 50-65

1. Time, willing to try someting
new, spend money
Slow-go´s:
2 Parents still alive
2.
LimitedKeepersmobilityof the familyoverproportionate
3. In contact with aging twicein the age group65
4 65-754.
h 75
heterogenous
targetgroup

No-go´s:No-know´s:

In need of care,
Advanced age

Alzheimer´sdiseasedisease,Advanced age
app. 1,5 Mio„public perception of aging“5Bad practice:6

Parallel to the demographic change
Cycle of knowledge:
In 1980 knowledge lasted up to eight years, today theknowledge cycle is reduced to two years.

Who has enough time?
Internet, PC, cell phones, credit cards, online banking,shares, fonds, MHP, digital imaging, DVD, MTB, ATB,
Nordic Walking....

Who takes time for customers?
Population is ageing and information is flowing faster at
the same time...........

7

Dizziness – Chance to get help:

uncertainty
Support economy:
in getting the proper informationGet
attention,inbuyingthe right goods & services
avoid
uncertainty,
inusing
products (usabilty)
iincrease
inpublic
bli healthhrevenue;lthviatopics schemes
seniors
inpension.....
are interested in.
in day by day living

8

Reasons why (2003):
Huge information
gap concering mobile communication
March2008:
among the elderly.

only7% ofabout
Germanseniors citizen (>60yrs.) are able Concerns
usabilityusability.
to connect electronic devices themselves
 Strong needs in personal security,market
research
2002:
54 %of cell phoneusersfor
Every
third
didn'tdidn tinbuy
a newelectronic
devices„50plus“boughttheircell phone
for second….
security reasons.
thatreason,in ruralregionsevery Seniors travel more, availability esp. abroad is highly
desired complex handhelds, less orientation on the needs of50plus;
Vodafoned fwants to giveibasicb i informationi fion mobilebilcommunication.

9

Initiative „Easy use of mobile communication“Partners:- briefing 50 plus
- decrease uncertainty- increase demand

PrivatePublicPartnership10Deutsche Seniorenliga e.V: founded 1993 as “forum of family care” by medical doctors
 aim to “save the future for the elderly”
 Nationwide activities,activities independent (non-party and non-profit)
 frequently invited to hearings and meetings by federal and state
institutions
 academic advisory board headed by Prof. Dr. Ingo Füssgen
 focus on edcuation, information and service to make“news-to-use” available to the elderly Annual nationwide media coverage approx. 560.000.000
 hundreds of thousands of contacts fromelderly requiring information / assistance every year

11

The communcation process:12Results:

More thenM
th35 million
illi
coverage ini nationwidetiidpress and at least 250.000 contacts asking for a
free brochure within 11 months.

13

The four fold win:

Mobile communication courses:

The participants,
getting a solid andpractice-oriented education
PLUS
self-confidence in technical context
The training centersoffer a relevant service into a
growing market
The (senior) trainer
more classes to be held =more income & more fun
The (industrial) sponsor
brand reputation, raising awarness,attract & keep clients which
understand the benefits….

14

Usability / DesignMarch 2008:
only 7% of German seniors citizen (>60yrs.) are able
to connect electronic devices themselves
Every third didn
didn'tt buy a new electronic device forthat reason, in rural areas every second….

15

Usability labs / Endorsements since 2003
 multitude of tests & endorsements, Germany a “sealed country” only a minority of test subjects is “50plus”
50plus usability is only a side aspect of the most tests & endorsements
The TÜV Rheinland Group is a leading provider
technicalworldwide.
ofusability
is services
a core demand
for aged consumers
Founded in 1872 and based in Cologne,
12.500 employees in over 360 locations in 62 countries
Revenues of over € 980 million.
Mission is to achieve sustained development of safety andquality in order to meet the challenges arising from theinteraction between man,, technology
gy and the environment
16A ttention

PRCombination of product & communication politics:

I intrestCom.

D esire>------- product -------<

brochure(self) training
increased confidence

A ctionti

buy products/
bd t /
services esp.
pwith endorsemnet

Quelle: dbdb-researchresearch

17

Deutsche Seniorenliga e.V: campaigns / initiatives in 2008
 consumer rights hypertension
 diabetes
 dementia
 long term care incontinence malnutrition inheritanceupcoming:visualaids,
hormonesandhealth,living@home milestones:
useof theinternet,
cellmen’s
phones,digitalageingworkforce,
ageingof
drivercameras,prevention
back problems etc.

18

Frank Leyhausen

leyhausen@medcominternational.de19