Random insights from the Consumer Health World Conference: What's up with Boomers?

Greetings from the International Consumer Health on Demand Conference in the Chicago Hilton! I'm here to attend the Boomer track and fill you in on interesting presentations and people I meet. The conference actually starts tomorrow, but I'm here attending the pre-conference workshops.

This morning I attended a workshop at which Jennifer Petterson, Edelman's own EVP and Director of Consumer Health, walked participants through a fascinating case study about promoting Curves, the women's fitness center that is growing like gangbusters in the U.S. 

Jenn talked about the importance of raising awareness about the science behind Curves to counteract skepticism about whether a 30-minute workout can really be enough to make a difference.  She shared how Curves used its relationship with Baylor University researchers to  elevate its discussions with physicians. A couple of things came from that: Curves attended trade shows to "take the Curves experience" to doctors and nurses, re-creating the environment right there on the trade show floor using local Curves franchise owners. The company also now offers prescription pads for doctors to "prescribe" Curves to patients, who can turn them in to experience 5 days of  the Curves program. This has made it easier for doctors to initiate the often-uncomfortable conversation about weight loss with patients and makes the patients understand that Curves really is a viable solution, not a marketing gimmick.

This kind of marketing is especially effective for Boomers, 50% of whom say they want to be more fit and healthier. (By the way, did you know that 20% of Boomers have gym memberships?) Expect to see more Boomers shaping up with Curves, which is kind of the anti-gym. Its programs are more about movement and being fit, rather than building muscles and being buff.

This afternoon I had the pleasure of hearing Matt Thornhill, author of The Boomer Consumer and founder of The Boomer Project. He emphasized the importance of marketing to Boomers based on their life stage, rather than their age.  He said that Boomers fall into clusters that reflect the seasons of their life and key shared experiences. Companies that market to them based on age will easily miss the mark half the time.

One interesting set of stats he shared was about a study his group did in which they asked 18-40-year-olds "How old is over- the- hill?" They declared the average to be 57. Gulp! The survey then asked self-described Boomers  what age is "over the hill" (they were given ranges) and they said 75. THEN they asked Boomers the question WITHOUT using any age range and the answer was "15 years old than I am."

He also noted that ageism is a certain killer; hence, when casting a grandfather on a TV show or in an ad, for instance, look more toward Pierce Brosnan than Wilford Brimley. (And in case you haven't heard.... the average age of a first-time grandparent is now 48).

Finally, he reminded the audience  that when it comes to Boomers inheriting all this supposed wealth (now estimated at $7 trillion, down from the $40 trillion predicted a few years ago) the fact is, the money will be split severals ways because the Silent Generation rarely had just one child. Four or five wasn't at all unusual. That means the wealth is spread thinner, so the perception that Boomers will soon come into a lot of money and will be looking around for a place to spend it simply isn't going to happen.

Tune in tomorrow for more insights as I go to more sessions. And let me know what questions you hope get answered.