I ran direct marketing for a Medicare health plan and, before that, marketed long term care insurance so I have quite a bit of expertise in reaching an older audience.
One option is to craft a special offer for AARP or a to offer to its membership - http://discounts.aarp.org/category/supercategory/categoryId/727/subCategoryId/674/uSource/HCTN
Also, I would look broadly at what ancestry.com is doing, as its users tend to be older females. You'll note Ancestry offers a discount to AARP members, and maybe Ancestry.com itself would be interested in a partnership.
If you'd like to discuss these ideas, and others, in more detail, you can schedule a call with me.
