Tom Murphy
RedwoodAge.com

Boomers may be the shrewdest consumers when it comes to healthcare.

According to a new survey, the 78 million Americans born betwen 1946 and 1964 are wary of online doctors and nurses due to concern about privacy, but they still value health information on the Internet.

The study by Gordian Health Solutions also reported it's hard to convince boomers to participate in health coaching program. It's best simply to make information available to them by phone, mail and the Internet, guaranteeing that any information online will be held in strict confidence. 

It shouldn't come as a shock, considering this is the generation that made "consumerism" a household word and lived by the mantra "never trust anyone over 30," which, of course, now fits in with their belief that 60 is the new 30.

Boomers are pushing new areas of health and fitness such as demanding custom-made medications or redefining the notion of exercise.

Their view of health information is a lot different from what the survey found to be true for older and younger age groups, according to Gordian, which designs health programs for 2.3 million Americans through contracts with medical plans, government and private employers. And there are lessons for those who market health services to people of all ages.

"When designing a health coaching program, looking at incentives for participation or disseminating healthcare information to consumers, it is imperative that the individual consumer be taken into consideration," said Roger Reed, an executive vice president for the company. "In order for a health coaching program to be effective, it must be truly personalized and flexible in its delivery, to address consumer preferences."

For boomers, Gordian said it's important to test incentive programs with focus groups and surveys.

Old Stuff
Those over 65, for example, worry about the accuracy of online information, but they're not afraid to get on the Internet. Gordian said they respond best to information that is marketed as "expert-created and expert-approved."

Gen X - those born between 1965 and 1976, trust doctors. They like things to be "stylish, fun and on the cutting edge," and that includes communicating around the clock by mobile phones. They want information and access to health coaches viz phone and the Internet.

And the "millennials" - aka Gen Y - born between 1979 and 1999 seek health information "mainly out of curiosity." They're "impatient and crave positive feedback and validation," according to Gordian's study. Again, they like access to information to be by phone or online, and they appreciate rewards for participating in health coaching programs.

Gordian has developed an "iCoaching" program to take a "whole-person" approach to all this.

"We work to encourage people to be in charge of their life and lifestyle, and offer them a variety of participation methods to achieve their goals, depending on their individual wants and needs," said Reed.