Aging Boomers: A Tidal Wave of Opportunity


As the country continues to feel the effects of the fiscal cliff, many of the 78 million baby boomers in the United States will be reaching retirement age. With economic fears dominating the discussion in Washington, this segment of the population is viewed by some as a drain on already scarce resources. But it makes sense to see them as an incredible opportunity, especially for health care professionals.

Baby boomers—those individuals born from 1946 to 1964—are an unusual breed. As you read this issue’s intriguing articles geared toward the Aging Population, do not forget that boomers have grown up in an ever-changing world, where technology and innovations have made their lives easier, faster, and more productive. And they have jumped right on board with an entrepreneurial spirit and personal commitment to staying head of the curve.

Perhaps you recognize them within your patient population? They are the aged 50+ customers who take the time to talk to you about OTC products, prevention, and wellness, and they are committed to education and taking personal responsibility for their own health. Our new collaboration with U.S. News & World Report also offers your older patients the chance see our pharmacists’ OTC recommendations on their website at

The Census Bureau projects that Americans 65 years and older will make up 19% of the population by 2030, so it is incumbent on businesses, like pharmacy, to provide this longer-living group with new services as well as new products. That spells real opportunities for the entrepreneurial-spirited health care professionals who look at the baby boomer population and see the unique possibilities to expand their businesses and do great things.

You’ve heard about this tidal wave of baby boomers for many years. The time is here. These individuals are looking for a better, smarter way of aging—with personal attitudes that take advantage of all the health care profession can offer, as well as their own responsible choices for making their lives better and longer. This doesn’t mean that there are no adherence issues or significant diseases to combat, so the pharmacist’s role with this population is critical to getting and keeping this group on track. They are listening—don’t miss the opportunity to reach baby boomers and keep them as customers!

Please enjoy the many valuable age-related articles we’ve created for you here—covering such important topics as insomnia, multivitamins, dementia, antioxidants, and more—as well as our cover article, “Seniors & Disasters,” addressing how pharmacists serve as the essential care provider in these situations.

Thank you for reading!

Mike Hennessy

Chairman/Chief Executive Officer/ President

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