Gen X Is All Grown Up: Meet the Patients Driving Health Care Consumerism

July 6, 2017

// By Ken Robbins //

Ken Robbins, CEO of Response Mine InteractiveMuch has been written about marketing health care products and services to millennials, and for good reason. Since millennials are coming into disposable income and are extremely health-conscious, it makes good sense to understand how to reach them. But marketers cannot afford to overlook other generations.

More focus should be spent on baby boomers who are aging and accounting for larger portions of health care spend. Right behind them is Gen X, which is proving tricky for many marketers because they are a hybrid generation whose preferences are an amalgamation of boomers and millennials.

Gen X is important to understand because, as the last generation to ride bicycles without helmets, they are great risk-takers. With their love of lifestyles that involve things like extreme sports, they are likely to need expensive structural repairs sooner than generations past. And where does the oldest generation, the Greatest Generation, fit into the marketing landscape? Are they making their own decisions, or deferring to younger generations?

Each generation has characteristics that make it unique, as well as commonalities with other generations. Here, Ken Robbins, CEO of Response Mine Interactive, takes us through the challenges and opportunities to digital marketers presented by Gen X, baby boomers, and the Greatest Generation, how they intersect, overlap, and influence each other. Which generation places a high value on their time? Which one thinks credentials and experience are the most important factors in choosing a provider? What age group is more digitally savvy than you think? Can you afford not to know? Login to continue reading.


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