With the first Baby Boomers entering retirement last year, you might have envisioned them spending long days relaxing instead of starting a new healthy living routine. But this vibrant group of 48 to 66 year olds represents a huge demographic (26 percent of the U.S. population!) for the healthcare industry, and they are proving they aren’t slowing down anytime soon.

Last year alone, 32,000 Baby Boomers made up nearly a fourth of USA Triathlon, another 17,000 took over USA Cycling and 7,500 Baby Boomers ran the Boston Marathon.

Baby Boomers began hitting the gym like never before too, with a million of them joining gyms between 2007 and 2010. Gym membership by the 55+ crowd rose 34 percent in the last few years, according to Dr. Vonda Wright, an orthopedic surgeon at the University of Pittsburgh Medical Center.

It seems like the 79 million-strong generation is getting healthy.

In a poll conducted by the Associated Press and LifeGoesStrong.com, Baby Boomers listed their top concerns as changes in their physical abilities (28 percent) and health issues (26 percent). Rather than sitting back and getting old, this never-back-down generation started getting healthy; 90 percent of those polled switched to a healthier diet as they aged and 57 percent began an exercise regime in the last year.

Their efforts seem to be paying off, with 61 percent of Baby Boomers reporting that they feel, on average, nine years younger than they actually are, and 60 percent believing they will live longer than previous generations, according to a 2009 Pew Research Center Survey.

The healthcare industry should be taking particular notice of this healthier attitude and live-forever spirit.

“Fifty-plus consumers aren’t looking to buy big-button phones or ‘I’ve fallen down and can’t get up’ monitoring devices,” says Steve French, managing partner at the Natural Marketing Institute. “Close to half are searching for new self-care methods to prolong health and vitality, and two-thirds optimistically proclaim that the best years of their life are still ahead of them.”

Baby Boomers already buy 74 percent of prescription drugs and 51 percent of over-the-counter drugs and are eager for new medical devices and dietary supplements. They also carry more than 50 percent of the nation’s purchasing power and aren’t afraid to spend a little money to stay healthy so they can continue to live long and happy lives.

If you’re in healthcare, insurance, technology or other professional services industries, and need help with a baby boomer public relations or marketing program, contact Scott Public Relations.

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