According to a recent study conducted at Ohio State University, about 70 percent of the 50 Plus market uses alternative medicine. Funded by the National Institute on Aging, Professor Gong-Soog Hong led a survey that included nearly 900 participants aged 50 and over. Sixty-five percent of older people who described themselves as having health problems said they used some form of alternative medicine that they considered curative or preventive, a higher percentage than any other group.
Baby boomers are looking for other ways to alleviate symptoms like chronic pain and arthritis, in addition to using alternative therapies as preventative medicine. Chiropractic care topped the list with an astonishing 43% of respondents, while acupuncture came in last.
Last fall, Sorelli B, a national research firm, conducted another survey of baby boomers. This particular study showed that more than a third of those surveyed said that chiropractic care prevented the need for prescription drugs and physical therapy. Respondents also believed that chiropractic care helped them avoid back surgery and long, exhausting hospital stays. Nearly 60 percent of those surveyed said they would be willing to ask their insurance companies to include chiropractic as a component of their health care plan, even if they were willing to pay for those services out of pocket.
The other popular alternative medicine methods include massage therapy, breathing exercises, herbal medicine, and meditation.
The first study to look at alternative medicine use among older people with depression finds that nearly 20 percent use gingko biloba, ginseng, St. John’s wort, and other herbal remedies. The surprising findings could worry doctors treating baby boomers, since most patients were unaware of the risks of potential drug interactions.
Helen Kale, MD, of the University of Michigan, says, “The results warrant further study and suggest that older people may have entered the alternative medicine market in a big way, much more than we thought.”
Why alternative medicine? Older adults are looking for different types of treatment to lessen the aches and pains that often come with age. Older people report problems with daily activities, such as carrying groceries, eating, or bathing. Furthermore, many of them are simply not satisfied with conventional medical care and often have problems with the current state of conventional medical care. “Older adults tend to have more chronic diseases, and conventional medicine doesn’t always solve their problems,” says Hong.
In addition, the survey showed that because chronic pain treatment is very difficult and demanding, people living with chronic pain will try everything they can to relieve it.
According to the American Massage Therapy Association (AMTA), the percentage of the market of people over 50 who received a massage from a massage therapist in the last five years has nearly tripled. Why do baby boomers get massages? For health reasons, according to the survey. Seniors even indicated that they seek massage for health reasons (apart from stress relief and relaxation) more than any other age group (41 percent).
The less popular practice of alternative medicine that emerged in the US in the 1970s, acupuncture has gained acceptance as an alternative to traditional Western medicine for pain relief and for the treatment of a variety of other health conditions. Health. Studies show that baby boomers suffering from muscle and bone pain, carpal tunnel syndrome and other types of problems are trying acupuncture to lessen their symptoms.
The health-conscious baby boomer generation is also exercising. Being physically active is the solution to maintaining quality of life for adults over 50 years of age. 16 million older people exercise at least three times a week. From 1987 to 1995, the number of gym members over the age of 50 increased by 199%, and the number of people over the age of 65 joining health clubs increased a staggering 669%. According to the International Council on Active Aging (ICAA), most active adult communities are responding to this need by including wellness centers within their planned communities. Additionally, age-targeted programs have been shown to be quite popular with huge benefits to other types of publicly sponsored senior housing, fitness facilities, and community recreation programs.
Interestingly, day spas are quickly becoming an attractive market for those 50 and older. Instead of the usual day spa fare of facials and waxing, medical spas or MedSpas are now emerging on the market. MedSpas take all the comfort and care of day spas, but add the latest in medical technology. Mud packs and cucumber slices have been replaced with high-tech advanced fluorescence, microdermabrasion, and ultrasound technologies, all designed to help the 50+ market feel better about their appearance.
Although alternative medicine plays a very important role in the lives of baby boomers, when it comes to health, there is no comparison with preventive measures. The Southeast Research Institute found that the 50+ market says some of the most important things to do to stay healthy are getting enough sleep, drinking plenty of water, and eating a balanced diet. Not surprisingly, life expectancy has increased by 30 years in the last century.
As health care costs continue to rise, baby boomers will continue to seek out alternative medicine and become “health boomers.” They have defined health care because they are strong, expressive and know what they want. Boomers are healthier than any generation of older people in history and live longer, happier lives.
