Boomers Turn to Digital Health

How COVID-19 Changed Their Attitudes and Behaviors

About This Report
The “never growing old” generation now faces retirement, a host of chronic health conditions, and mortality. The pandemic sparked a major shift toward digital channels to find health information, assess providers, and research Medicare plans and options.

Executive Summary

The 70 million baby boomers are more digitally savvy than ever, thanks to the COVID-19 pandemic. They still trust their doctors but are also researching and rating providers. They’ll use digital health tools if the benefits are clear.


  1. How did the coronavirus pandemic affect baby boomers?
  2. What digital habits changed among boomers due to the pandemic?
  3. How can insurers, providers and marketers meet baby boomers where they are?

WHAT’S IN THIS REPORT? How boomers have shifted their digital health behaviors and how healthcare providers, insurers, and marketers need to adjust their approach to boomers now that they use more digital technology than ever.

KEY STAT: Wearable devices will see higher uptake as boomers and providers aim for longer health spans and independence while aging at home.

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    Table of Contents

    1. Executive Summary
    2. Key Points
    3. Baby Boomers in 2022
    1. COVID Changed Boomers’ Digital (Health) Habits
    2. How to Reach US Boomers Where They Are
    3. Insider Intelligence Interviews
    1. Read Next
    2. Sources
    3. Media Gallery

    Charts in This Report

    Interviewed for This Report

    Kathrin Boerner, PhD
    McCormack Graduate School University of Massachusetts Boston
    Professor and Doctoral Program Director, Department of Gerontology
    Interviewed January 28, 2022
    Sam Meers
    Executive Vice President, Healthcare and Finance Practice
    Interviewed January 20, 2022
    Lindsay Resnick
    Wunderman Thompson Health
    Executive Vice President
    Interviewed January 20, 2022
    John Selby
    Independent Consultant
    Interviewed January 21, 2022

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    Lisa Phillips


    Jeane Han
    Senior Researcher
    Rajiv Leventhal
    Analyst, Digital Health

    "Behind the Numbers" Podcast