Personal health and long-term physical condition is a major Boomer concern. Considering who they are, it is more than logical to conclude that health-related issues are a growing concern—from the aspect of both self-care and of medical care.
Considering first the aspect of self care…
Our own research, as well as the general media, has made it quite clear that in their well-known search for the fountain of youth, Boomers are paying more attention to—and are participating in—a wide variety of health-care related events.
Most are on some form of diet—either self-regulated, or regulated by their personal physician, or with a commercial diet center. Boomers who are self-regulating their health—and who are weight conscious—are heavy users of over-the counter diet supplements, as well as of prepared portion-controlled meals—including frozen meals and non-frozen packaged food sold by nutrition centers.
They are heavily into vitamins and/or mineral/herbal supplements. We have found that more than two out of three are on some sort of self-imposed or medically prescribed vitamin regimen.
Not to stop with regulating their food intake and supplementing their diet with vitamins, Boomers are exercising on a regular basis. They walk, they run, they have joined health clubs—and they have turned spare rooms and basements into well-equipped exercise centers, with stair climbers, treadmills and/or some sort of weight training device.
The direction for relevant marketers is clear.
Considering medical care…
Medicare is still quite a ways off and is not as fully on Boomer radar as it is with those in the next older population segment. However, as these Boomers face retirement—especially with so many employers seeking to drastically cut back on the insurance coverage they give to their retirees—Medicare will start to become a concern, most especially as it relates to prescription drug coverage.
Pharmaceutical companies are now successfully targeting Boomers in their advertising. Research has shown that Boomers are asking their physicians about the advertised drug products. Accordingly, Boomer worry is simple. How will they continue to afford these drugs if their retirement benefits are cut—and Medicare does not provide them with adequate coverage? This is something that manufacturers should be bearing in mind at the moment.
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