October 19, 2005

Healthcare's Age Myths Debunked

Consumer Technographics North America

by Lynne "Sam" Bishop

with Bradford J. Holmes, Shivika Asthana, Katherine Huyett, Will McEnroe

Executive Summary (This is a document excerpt)

As today's seniors become eligible for Part D and new clinical services and the boomers enter the prime disease years, healthcare companies increasingly rely on age to define their customers and prospects. While health plans and drug companies typically examine age differences in light of disease or healthcare costs, in fact, age groups differ widely in other areas critical to effective product design, marketing, and service delivery. In this graphical analysis of healthcare consumers, synthesized from five of Forrester's Consumer Technographics® studies, we examine the technology characteristics, health activities, and drug and health plan attitudes that differentiate consumers across generations — and help predict how they will manage their health and interact with healthcare organizations.

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