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Healthcare: What Babyboomers Want

What demands babyboomers will make on the healthcare system: service, expertise, alternative therapies, and online healthcare.

The "Baby boom" generation has, from its first beginnings, shaped what it means to be alive in America. The World War II and "Ike" generations, determined to give their children more privileges and opportunities than they had had themselves, made the post-war generation the center of attention and, large and influential as well as boundary-breaking, it has remained a constant forward-moving force for almost two-thirds of a century.

Bruce Clark, DPH, a co-founder of Age Wave, Inc. and the Impact Presentations Group, has studied the baby boomer market for many years. Writing about this generation's likely impact on the health sector as its members age, he emphasizes the thoroughness of the coming transformation. Industry professionals must lose no time preparing themselves to handle changes.

By 2014, all the boomers will be at least 50 years old, and some will be almost 70. Over the last 100 years, new technologies, better access to healthcare and changing lifestyles have increased average life expectancy by 30 years, to 77. The next 50 years are expected to bring even greater gains, increasing life expectancy to 90 by 2050.

For baby boomers, greater life expectancy means many things – more years to work, pursue hobbies, and spend time with loved ones. Unfortunately, it may also mean more years of health problems. Good policy-making for the older population is about understanding them, which requires more than knowing their linear age. Most baby boomers continue to think of themselves as relatively young, and have extensive plans for continued activity well into advanced age. Policy-makers must look at generational characteristics and appreciate their target market as a group of individuals, massive though the group may be.

Unlike earlier generations who placed total trust in doctors, boomers will continue their habit of questioning authority. Idealistic rule-breakers, they believe in rewarding leadership and achievement. As they age, they will expect a system that provides the following:

Convenience and excellent service. Healthcare has been resistant to pressures to respond to the needs and wants of consumers, and must improve its customer service record.

Evidence of quality and expertise. Current industry definitions of quality are outcome-oriented and don't necessarily mesh with consumer desires for respectful practitioners who communicate well.

Alternative and complementary therapies. Baby boomers' willingness to explore nontraditional treatment options such as chiropractic care, acupuncture and homeopathy will increase need for education on these topics.

Online and interactive healthcare. This internet-savvy generation willincreasingly turn to the web to get treatment information, physician directories, and access to medical records, as well as to email physicians and join support groups.

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