If baby boomers had their way, they'd treat themselves rather than consult a physician. PR practitioners need to keep this fierce independence in mind , says Diana F.
Bartlett, president of Sorelli B, a market research firm in Glen Ellyn, Ill. Bartlett spoke at The Alliance for Healthcare Strategy and Market Development conference in Orlando
last month.
A Sorelli survey of 200 baby boomers found that boomers are much more likely
to self-treat than seniors are (67% vs. 21%). Healthcare campaigns can appeal
to this take-charge attitude by providing information that allows baby boomers
to make educated decisions on choosing hospitals, health plans and physicians.
Healthcare report cards and third-party research on healthcare quality particularly
impress this target audience. (Sorelli B, 630/858-1835, http://www.sorelli-b.com)