A Boomer’s perspective on making healthcare decisions
How the Baby Boomer Generation chooses care
Here’s my second post on how each generation of healthcare consumers make their care decisions. This time, to illustrate some of the insights of a recent issue of Protocol, I’ll compare my own habits with those of my generation; adults born between the late 1940s and early 1960s.
Baby Boomers research their options
I was born in 1960, at the end of the Boomer generation. At 52 years of age, my need for healthcare has increased, and I also make care decisions for my 6-year old daughter. Here are the same four questions I asked other generations and my own answers:
- How do you decide where to go for a medical procedure or tests?
Like most boomers, I usually follow my primary care physician’s advice, but I always research my options online and talk to friends before making my final decision. - How would you choose a specialist?
For me, results and reputation are important. I rely on online reviews and social networks when deciding on specialists and practices. - Where would you go for health information?
I conduct research on the Internet both before and after I see my primary care physician. I will discuss my options and ask questions of my doctor and friends in the healthcare industry. - Do you pay attention to healthcare advertising?
Since I work in the industry, I’m probably more open to advertising and marketing than the general public, but I often click through from healthcare campaign and banner ads to find more information about care options.
My own healthcare choices are pretty much in alignment with the research results for my generation. Baby boomers treat are influenced by physicians but research our decisions, challenge assumptions and rely on conversations to make our healthcare choices.
Do you have any tips for marketing healthcare to the Baby Boomer generation? I’d like to hear your thoughts, experiences and comments below.
Learn more about each generation’s healthcare decision processes in the issue of Protocol titled “Understanding Healthcare Consumers.”
Related posts:
The Greatest Generation as healthcare consumers