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Marketing and PlanningLeadership Council

meet Your new medicare Patient five Ways Baby Boomers are different—and how to engage Them

What do the aging Baby Boomers mean for health care marketers?

from 2011 to 2030, an average of 10,000 Baby Boomers will age into medicare each day.

With this shift, medicare patients will comprise more than half of inpatient volumes and be the primary source of volume growth.

meet Your new medicare Patient 1

more medicare Patients

more medicare spending Power

as the 79 million Boomers turn 65, they will grow the medicare-eligible cohort from 13.1% of the population in 2010 to 20.3% in 2030.

65+ age demographic as Percentage of Total us Population

2010 2030

13.1%

20.3%

61%increase in Boomers’ disposable income over that of the preceding generation

expected increase in Boomer spending on wellness services, 2014–2024

$200m $1T

2 marketing and Planning leadership council

more medicare health needs

Baby Boomers’ chronic disease Burden in 2013 versus Previous generation

Percentage Difference

average life expectancies

chronic diseases

sixty-two percent of Boomers currently suffer from at least one obesity-related chronic condition, and by 2030 60% of Boomers are expected to have multiple chronic conditions.

age-Related diseases

as Boomers live longer, they will develop more age-related diseases such as alzheimer’s, osteoarthritis, and cancer than previous generations.

‘Boomeritis’

The Boomers, however, aren’t letting chronic conditions or age slow them down. instead, they’re getting knee and hip replacements and rotator cuff surgeries to help them stay active later in life. for example, Boomers are expected to boost the number of knee replacements by 800% by 2030.

46.3a Boomers’ grandfather, born in 1900

58.1a Boomers’ father, born in 1930

66.6a male Boomer born in 1960

Obesity

32%

117%

18%

29%

DiabetesHypertension Hypercholesterolemia

Baby BoomersPrevious generation


commercial

as they consume more health services, medicare patients will control the majority of inpatient volumes…

inpatient volume by Payer class*

2010 2030

52%37%

medicaid self-Paymedicare

medicaremedicare

* Based on health care advisory Board modeling and 2011 health care utilization rates.


…and drive 88% of volume growth

Where will we see the most growth for the Baby Boomer cohort? Based on our forecasts, we can expect Boomers’ care consumption to increase across many service lines in the next 10 years.

sources of inpatient volume growth*2011–2021

national 10-Year growth rate of services for Baby Boomer Population

Commercial Medicaid Medicare Self-Pay Total

7%17%

88% (12%)100%

88% of total volume growth will come from

the medicare cohort

Outpatient Inpatient

77%cosmetic Procedures

103%endocrinology

32%orthopedics

38%rehabilitation

* Based on health care advisory Board modeling and 2011 health care utilization rates.


But these new volumes will be more vulnerable

73%of Boomers do not rely on a doctor to recommend a hospital

85%Will seek second opinions for a serious diagnosis*

data suggests that Boomers make health care decisions more independently than previous generations. They are less likely to rely on physician recommendation and more apt to seek a second opinion elsewhere. To win Boomers’ loyalty, you’ll have to court them directly.

* The sPmsm american health & life study, sPm marketing & communications (www.spmadvertising.com).


throw Out Your PlaybookYour new medicare patients approach health care decisions differently—which means you have to approach them differently. here are the five distinctions that matter most.


01 active, not slowing down

02 attentive, not disengaged

03 “cater to me” not “come to you”

04 Family caregivers, not solo patients

05 On- and offline, not only print and Tv

Five Ways Baby Boomers are different:


01active, not slowing downBaby Boomers are staying active longer, both in the workforce and in leisure.

WorkforceThe average age of retirement has risen from 57 to 61 in the past two decades, and almost half (49%) of Boomers still working say they don’t expect to retire until they are 66 or older.

Leisurehaving grown up playing little league and other organized sports, Boomers are accustomed to enjoying an active lifestyle and expect to maintain similar levels of activity well beyond their sixties. since the Boomers began turning 55, the number of health club members above age 55 has grown by almost 519%, while memberships in the 18 to 34 age group have only grown by 52%.

Boomers’ expected age of retirement, 2013

growth in fitness activities Participation versus Baby Boomer age

1972 1977 1982 1987 1992 1997 2002 2007

Mill

ions

of P

eop

le

60

40

20

0

20 years30 years

40 years50 years

as the Boomers grew up, they drove involvement in personal fitness

24%

27%

10%

39%

66+ 65 never64 or younger

Boomers’ average age aerobicsJogging


Prove that you can help Boomers stay active longer by:

• adapting your education efforts to better accommodate their work schedules.

• educating them on wellness to keep them out of the hospital now and loyal to your brand later.

case sTudies

Virginia hospital center

Catering to Boomers’ Busy Schedules

To better accommodate Boomers who are delaying retirement, virginia hospital center rescheduled its joint replacement classes to occur after working hours. The classes now also include panels featuring Boomers who recently underwent a joint replacement to help peers understand recovery time and how the surgery would impact their future activity levels.

Lyell health system*

Keeping Boomers Out to Draw Them In

lyell’s marketing team shows Baby Boomers how their health system is a partner in keeping them out of the clinical setting by running proactive wellness campaigns.

after realizing that the Boomer population in one of their geographic service areas was particularly interested in alternative care options, lyell created a campaign to educate Boomers on how tai chi can improve their balance and ability to participate in other activities.

* Pseudonym.


02attentive, not disengaged

in 1964—the year the youngest Baby Boomers were born—the surgeon general first linked smoking to lung disease. since then, the Boomers have witnessed profound medical advancements in their lifetime, including ultrasounds, dialysis, mris, and robotic surgery.

Boomers’ online search queries reveal their knowledge: rather than searching for basic information about diseases, the plurality of their health care queries are for medication options, efficacies, side effects, and risks.

in particular, Baby Boomers are cognizant of their mental health: although not the first generation to experience alzheimer’s disease, they are the first to know it is coming. having watched their parents age, the Boomers reflect their awareness of dementia in their top concerns, and rightfully so—one in eight Boomers who reaches age 65 is predicted to develop alzheimer’s.

cognitive abilities a Top five concern of Baby Boomers

concern exTremelY or verY concerned

medicare in the future 88%

staying mentally sharp 87%

social security in the future 86%

health insurance 83%

health care expenses 77%

$2BPredicted revenue in 2015

$225mrevenue in 2007

‘Brain games’ Targeted at the Boomers and elderly

Boomers are not just saying they’re concerned about their mental health, either: they are acting on their awareness by investing heavily in cognitive games and classes.


appeal to the Boomers’ health iQ by:

• leveraging their understanding of medical issues and going beyond basic health education to provide the details they are seeking.

• educating them on how to mitigate the impact of aging-related diseases.

case sTudies

Los Robles

Beyond the Basics—Teaching About Technology

in response to Boomer patients’ requests for more detailed health information, los robles created Well, a magazine that pushes below the surface on new technologies and treatments. alongside wellness advice, recent articles have covered topics such as therapeutic hypothermia as treatment for ventricular fibrillation and hip, knee, and disc replacement surgeries available at los robles. By giving Boomers a “deep dive” into more sophisticated topics rather than simply promoting awareness of a condition, los robles hopes to engage them in more impactful discussions about care options.

alzheimer’s association

Meeting Demands for Dementia Details

in the past, the alzheimer’s association focused their educational offerings on building awareness of the disease among caregivers. realizing that most Boomers are already aware of dementia, the association created a class specifically for Boomers about detecting the nuanced differences between normal memory changes and alzheimer’s—in both their parents and themselves.


03’cater to me’ not ’come to You’

The sheer number of Baby Boomers forced many other industries—from public education to retail—to adapt to Boomers’ needs, and now the Boomers expect health care to do the same. While their parents were satisfied with traditional care offerings, Boomers reward providers who offer convenient options that fit their lifestyles.

Chief marketing officer Nonprofit health system

When you think about your service offerings, (Boomers) will not come into an institution and take what that institution has to offer—they expect institutions to adapt to them. Their entire lives have been informed by the world adapting around them. in that sense, they are really seeking personalized recognition.”


Previous generaTion

BaBY Boomers

increase/decrease in imPorTance

clinic has partnership with best hospital in my area

#11rank

#18rank

clinic has partnership with hospital that i have used

#16rank

#26rank

doctor recommended the clinic to me

#18rank

#27rank

clinic is located near my home

#14rank

#8rank

i have to travel five minutes to get to the clinic

#23rank

#19rank

results from our 2014 Primary care consumer choice survey reveal a distinct break between Boomers and the previous generation when selecting a provider for low-acuity, on-demand care.

While those born before 1946 place significant emphasis on a provider’s reputation, Boomers are most concerned with convenience and access. Providers seeking to win their loyalty must now emphasize on-demand availability rather than relying solely on brand name.

rank of clinic attributes for Boomers and the Previous generationOut of 56 Attributes

Co

nven

ien

ce A

ttri

bu

tes

Rep

uta

tio

n A

ttri

bu

tes


Position the Boomers at the center of their care by:

• Targeting education campaigns by Boomers’ health needs and treatment preferences.

• incorporating patient-centric language and relatable stories to assure Boomers that you will treat them as individuals.


case sTudies

Lewis health system*

Sub-segmenting Boomers to Appeal to Their Health Care Preferences

lewis health’s marketing team uses predictive analytics to tailor the educational materials they send to Boomers, segmenting this group based on their likely care needs and openness to new treatment options.

using data from gfK doublebase, lewis health decides which of its campaigns are most relevant to each Boomer based on the following classifications:

sentinel health center*

Conveying Patient-Centric Care Through Phrasing and Photos

To attract Boomers seeking personalized care, sentinel emphasizes its individualized approach to patient experience through their “let’s find out what is possible for you” campaigns. The campaigns use relatable storytelling by real patients to bring the customized patient experience to life, and materials emphasize terms such as “patient empowerment” and “joint decision making.”

for instance, sentinel ran a campaign about a 59-year-old stroke patient who, with the help of an individualized care plan, was able to recover and sail around the world.

generic traditionalists: stick with traditional medicine, branded or generic, that works

Brand name traditionalists:interested in being the first to try the most advanced medicine

alternatives: Prefer alternative medicine to traditional techniques

* Pseudonym.


04family caregivers, not solo Patients

Baby Boomers are the first generation to care for aging parents while simultaneously raising children and even grandchildren. These new roles uniquely position Baby Boomers as key decision makers or influencers for the care of up to four generations of patients, making them high-impact targets for marketers.

Boomers influencing care decisions for up to four generations

Boomers are 37% more likely to look up medication benefits for a family member or friend than for themselves37%

grandchildrenin 2015, 60% of grandparents will be Boomers

Parent70% of Boomers have at least one living parent; 25% live with an aging parent

Partner66% of Boomers have a partner

children37% of Boomers have children under 18 living at home

Boomer


Maximize Marketing impact by targeting Female Boomers

in addition to often making care decisions for their immediate families, 59% to 74% of family and informal caregivers are women, making Boomer women prime targets for communication and education.

acTiviTYindex Boomer Women

vs. ToTal u.s.

heavy use of vitamins/supplements 203

Went online for medical info 1–5 times in the past month 155

describe themselves as very active health managers 149

look into health care treatment 145

actively seek nutrition information 143

have regular medical checkups 136

frequently take preventative medicine 136

research online, ask doctor about health 135

usually snack healthy 132

ask friends' advice on health 129

Try to eat balanced diet 128

female Baby Boomers’ care engagement relative to average american


facilitate Boomers’ roles as care-decision influencers for up to four generations by:

• helping them coordinate care for their parents, children, and grandchildren.

• supporting Boomer women in engaging their fathers, brothers, and partners in care.


case sTudies

Lembert hospital*

Simplifying Care Coordination for Dependents

lembert emphasizes that they can simplify Boomers’ busy lives by supporting them as caregivers.

lembert’s marketing materials promote proxy access options that allow caregivers to view and manage their parents’ test results, appointments, and billing—all online.

hoffmann health*

Reaching Boomer Men Through Women

even though men are 30% more likely to develop pancreatic cancer than women, hoffmann health’s recent pancreatic cancer campaign exclusively targeted female Boomers.

hoffman’s campaign provided women with information about symptoms and screenings for the disease (for which 90% of cases are Boomers and older).

hoffmann also engages younger Boomer women with their “Total health radio” podcast, featuring content to help female patients take better care of themselves, their families, and the men in their lives. Podcast topics include:

• conversations with aging Parents

• The ladies’ guide to men’s health

• The secrets of healthy aging

* Pseudonym.


05on- and offline, not only Print and Tv

While preceding generations tend to prefer print materials and proceeding generations often rely on digital communications, the Boomers are intermediaries, preferring to receive information through both traditional and newer communication channels.

96% participate in word-of-mouth

marketing

54% looked online for health

info last year

87% have a cellphone

32% have a smartphone

spend average of 27 hours per week online

42% are on social networking sites


diversify outreach methods across the communication spectrum by:

• capitalizing on care delivery interactions to maximize future engagement.

• integrating outreach across multiple channels to ensure broad reach and consistent messaging.


case sTudies

Virginia hospital center

Capitalizing on a Captive Audience

realizing that many Baby Boomers were already in its waiting rooms seeking care for themselves or their loved ones, virginia hospital center stocked their waiting rooms with Boomer-targeted fliers, newsletter publications, and television promotions.

of all communication channels tested, these efforts produced the highest roi for joint surgery classes.

heuser health*

Collaborating to Connect in Person

heuser health collaborates with community groups that help Boomers stay active. in addition to supporting efforts to keep this generation physically and mentally healthy, these partnerships enable heuser health to facilitate word-of-mouth marketing by exposing its brand to self-selecting, active Boomers.

Johns hopkins

Emailing Updates to Engage the 50+

Johns hopkins cultivates relationships with existing and potential Boomer patients online using their health after 50 health alerts program. Patients can select from 20 common medical conditions that prevent healthy aging and receive emails with alerts, news, and health advice.

email increases Johns hopkins’ frequency of communication as well as the option of channels available to patients.

* Pseudonym.


inova

Reaching Boomers Through Multiple Channels

To promote fit and active lifestyles, inova ran “fit for 50,” a 50-day, online health and wellness program targeted at the 50+ demographic. The campaign reached out to Baby Boomers using:

• YouTube to provide educational and motivational videos

• facebook to provide updates, encourage networking without hiPaa concerns, and incentivize participation

• Twitter for real-time updates and question-and-answer series with inova doctors and darrell green, a former football player and the campaign’s spokesperson

The program had 7,200 participants and resulted in 2,250 new crm records, as well as a contribution margin of $101,733, with new patients making up 10.3%.


LEGAL CAVEAT

The Advisory Board Company has made efforts to verify the accuracy of the information it provides to members. This report relies on data obtained from many sources, however, and The Advisory Board Company cannot guarantee the accuracy of the information provided or any analysis based thereon. In addition, The Advisory Board Company is not in the business of giving legal, medical, accounting, or other professional advice, and its reports should not be construed as professional advice. In particular, members should not rely on any legal commentary in this report as a basis for action, or assume that any tactics described herein would be permitted by applicable law or appropriate for a given member’s situation. Members are advised to consult with appropriate professionals concerning legal, medical, tax, or accounting issues, before implementing any of these tactics. Neither The Advisory Board Company nor its officers, directors, trustees, employees and agents shall be liable for any claims, liabilities, or expenses relating to (a) any errors or omissions in this report, whether caused by The Advisory Board Company or any of its employees or agents, or sources or other third parties, (b) any recommendation or graded ranking by The Advisory Board Company, or (c) failure of member and its employees and agents to abide by the terms set forth herein.

further reading

after using this research to better understand how to communicate with Baby Boomer patients, access these resources on advisory.com for innovations in direct marketing and insights on driving care utilization.

Finding new Value in cRM

optimize your crm strategy to hone patient targeting, enhance message tailoring, and automate communication timing to reach care management goals and increase patient share.

Marketing Primary care

learn 11 strategies for helping patients understand and navigate diverse primary care sites.

telehealth: driving adoption of Virtual Visits

understand which clinical areas are best for virtual visits programs, how to design and invest in a virtual visit model, how to maximize your roi, and more.

Project directoremily Zuehlke

Project editoranna Yakovenko

Practice manageralicia daugherty

designerstefanie Kuchta

sources

inside cover: Pew research center

Page 1: cdc, www.cdc.gov/nchs/data/nvsr/nvsr62/nvsr62_07.pdf.

Pilzer, Paul Zane. The next Trillion. goko management group, 2002.

us government consumer expenditure survey, available at www.bls.gov/cex//.

Page 2: aha, www.aha.org/presscenter/pressrel/2007/070508-pr-boomers.shtml.

cdc, “national vital statistics reports,” 2009.

“The status of Baby Boomers’ health in the united states,” Jama internal medicine, http://archinte.jamanetwork.com/article.aspx?articleid=1568518.

Trust for america’s health, healthyamericans.org/pages/?id=254.

Page 5: “matching the market,” Thomas reuters, www.healthcarestrategy.com/usermedia/TshW-6185a_Brief_generational_0109.pdf.

Page 8: gallup, www.gallup.com/poll/166952/baby-boomers-reluctant-retire.aspx.

headwaters mB, www.headwatersmb.com/rsrc/research/Baby%20Boomers,%20Woodstock%20and%20fitness.pdf.

Page 10: aarP’s 2012 member interest survey, www.aarp.org/content/dam/aarp/research/surveys_statistics/general/2013/findings-from-aarP-2012-member-opinion-survey-aarP.pdf.

alzheimer’s association.

“dementia-dreading Baby Boomers spur race to invent Brain games, Bloomberg, www.bloomberg.com/apps/news?sid=a.u9pPbc3qYm&pid=newsarchive.

“The inside look at the Boomer healthcare consumer,” google/nielsen/sterling, www.thinkwithgoogle.com/research-studies/inside-look-at-boomer-healthcare-consumers.html.

Page 11: alzheimer’s association.

Page 13: advisory Board company interviews and analysis.

Page 16: aarP, www.aarp.org/about-aarp/press-center/info-04-2008/aarp_services_and_focalyst_release_third_quarterly.html.

aha, “When i’m 64,” www.lindsayresnick.com/resource_links/Boomerhealthcare.pdf.

grandparents.com, www.grandparents.com/money-and-work/saving-and-investing/the-power-of-the-grandparent-economy.

“The inside look at the Boomer healthcare consumer,” google/nielsen/sterling, www.thinkwithgoogle.com/research-studies/inside-look-at-boomer-healthcare-consumers.html.

Page 17: Krames staywell custom communications, “are You ready for the Boomer Boom?”

Page 20: immersion active, http://www.immersionactive.com/resources/50-plus-facts-and-fiction/.

Pew research center.

Page 22: Johns hopkins, http://www.johnshopkinshealthalerts.com/health_after_50/.

Page 23: inova health system, http://www.slideshare.net/chrisBoyer/social-media-roi-measuring-your-hospitals-social-media-efforts-7271953.

2445 m street nW, Washington dc 20037

P 202.266.5600 | f 202.266.5700advisory.com

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