Resources - Mature Market Headlines

Women and Healthcare

MediaPost Publications, 11/25/09

Abstract:

Of the almost 78 million baby boomers born between 1946 and 1964 in the U.S., more than 40 million are female, making up a little more than half of the boomer population. And this percentage will grow; according to the U.S. Census Bureau, women's average life expectancy is 81.3 years, compared to just 75.5 years for boomer men.

Not only will they continue to earn income into their later years, many boomer women will also be managing the inheritance windfalls from parents and husbands. In fact, women are the primary purchasers and influencers of healthcare products and services, with their consumption growing as they age.

The top concerns of all baby boomers are their health and healthcare. Women are astute consumers of healthcare -- they are often responsible for making healthcare product purchases for themselves as well as their families. And in the case of female-owned businesses, which are on the rise according to the Bureau of Labor Statistics, they make healthcare insurance choices for their employees.

A boomer woman is often caring for -- and making healthcare decisions on behalf of -- one or more aging parents. Costs and time associated with this role are a concern, and the knowledge required to make smart choices can be overwhelming. As a marketer, you can help by providing the support she needs to make these complex decisions.

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