For Healthcare & Life Sciences Professionals

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Executive Summary

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.

TABLE OF CONTENTS

• Technology Adoption Doesn't Neatly Follow Age Bands
  • The (Other) Demographics Of Age
  • Socioeconomics And Lifestyles Of The Generations
  • Technology Adoption Varies Widely Across Ages
• Age Groups Manage Their Health Very Differently
  • Diseases And Health Activities Differ By Age
• Drug Attitude Variations Complicate Rx Behavior Change
  • Drug Ad Attitudes Highlight Credibility Concerns
  • All Age Groups Struggle With Rx Costs And Choices
  • Rx Web Sites Pose Varying Benefits And Drawbacks
• Decision Support And Effective Service Appeal To All Age Groups
  • All Ages Struggle With Health Insurance Decisions
  • Health Cost Management Varies Across Age Groups
  • Attitudes Toward Insurers Differ By Age
• Supplemental Material

This is an excerpt

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