Baby Boomers -that 76 million-member generation that has shaped so much of American culture for the past 50 years-are a dominant force in healthcare. This is a generation, after all, that has defined consumerism, far outspending their parents or even the generations that have followed since. Boomers are modern day super-consumers who have grown up watching business change and grow to meet their every need, want and desire. They’re accustomed to wanting and getting the best. And there is no reason to believe this trend will change as they get older and become more active consumers of healthcare.

To read more of our take on understanding the baby boomers