Dr. Bruce Clark has emerged as one of America’s foremost visionaries and authorities on the business and marketing implications of an aging population. In 1986, he co-founded Age Wave LLC., the leading marketing communication firm specializing in baby boomers and mature consumers. He also co-founded IPG, a firm created to guide organizations in advertising, customer service and alternative futures.
Many of his groundbreaking business initiatives in financial services, healthcare and consumer products, among other industries, have significantly defined this emerging market niche. He works extensively with the boards and management teams of leading companies world-wide implementing IPG’s proprietary LifeChange/LifeChoice consumer segmentation model to maximize sales and marketing results.
Among Dr. Clark’s most prominent accomplishments has been the production of the 20-part PBS series Caring for an Aging Society which won Business TV Magazine’s award for the “Most Important Social Contribution Made Through Business Television”. He helped launch the Mature Market Study, an ongoing research panel of 3,500 boomers and seniors in 20 major U.S. markets and managed a national study focused exclusively on quantifying the consumer dreams and aspirations of “the new mature consumer”.
Previous to founding Age Wave/IPG, Dr. Clark held senior management positions with National Institutes of Health, the California Department of Health Services, the National Center for Health Education, the Healthcare Forum and the Healthcare Forum Journal. He has a Doctorate in Public Health and a Masters in Health Administration from Loma Linda University in southern California.
Over the next decade, leading industries, companies, governments, and major institutions will be challenged to transform their strategies, marketing, branding, distribution, product development, and workforce management to fully prepare for and capitalize on key trends created by a rapidly aging population.
As the 80-million strong baby boom migrates to the second half of life, the impact on marketing and sales will be dramatic. This generation has transformed every stage of life that they have passed through. This generation will not only be the largest mature consumer segment, it will be the longest lived. Are you prepared to deliver your product or services to this New Mature Consumer?
Somebody pushed the “reset” button on life as we know it. Healthcare reform has resulted in unprecedented social division and distrust. Recent economic events have permanently changed the business and social landscape – and the dust has not settled yet.
Unlike previous one-dimensional revolutions, this economic, demographic, social and technologic revolution, will impact each of us personally and professionally. All aspects of our lives will be affected as we prepare for the second half of life, and seek to successfully navigate the new life-stages of maturity.
While we are living longer and better than ever, we are simultaneously heading toward a future in which chronic disease, frailty, and a variety of long-term health problems will be pervasive. From mass dementia and the caregiving crisis to intergenerational equity and “Geriassic Park,” we are heading into uncharted ground.
In this program, Dr. Bruce Clark delivers 5 trends that will redefine our future in healthcare:
1) It’s About “Health Purpose” not “Health Policy”: What matters most for your constituents in post-reform America is to stay laser-focused on how customer/patient needs and concerns are evolving vs. getting too mired in the details of reform. For them, it is about “health purpose” vs. “health policy”. You want attendees leaving your meetings thinking about the opportunity they have to make a real difference in the lives of millions of consumers who are uncertain at this transformative moment in American HC.
2) The Demise of the Patriarchal System — The Healthcare Cost, Insurance and Benefits Crisis Continues Post Reform: As consumers enter their high utilization years, “faith in” healthcare is being replaced by “fear of” healthcare. Healthcare costs and the loss of insurance and benefits consistently rank at the top of lists of what consumers fear most. Just as Americans have had to assume the burden of financing their retirement, they are now confronted with the additional burden of financing their families’ healthcare. The defining characteristics of patients in a post healthcare reform world.
3) A “New” Consumer Marketplace: What recent research reveals about the perspectives of providers, employers and consumers on the future of healthcare, what consumers want from their healthcare provider, and strategies for successfully segmenting this emerging market. What this “new consumer” wants from healthcare and the business opportunities that are about to emerge in caregiving, community healthcare, digital health and the home-care revolution.
4) Our Multi-generational Marketplace: 80 million baby boomers are entering their high utilization years with unprecedented service demands, a redefinition of quality and little in common with the previous generations “reverential” approach to their healthcare providers. Healthcare is poorly prepared to address “generational diversity” and boomers, not to mention Millennials and X’ers, will be the most demanding and skeptical consumers to ever inhabit a waiting room. What are the service and quality demands of this new consumer?
5) Technology: The Gamechanger: Advances in technology are a familiar story in healthcare, but when combined with breakthroughs in biotechnology we find ourselves in uncharted territory. From genomic’s and advances in medical devices to new diagnostic tools and treatments, technology will present unprecedented opportunities but these will be accompanied by new challenges to our bioethical concerns with privacy, risk, end-of-life care and cost.
“As I expected, your presentation received the highest ratings of all conference speakers from our attendees. I look forward to working with you again.”
“I have attended countless conferences and seminars over the years and I cannot recall one that generated as many positive comments.”
“…Insightful, timely, stirred me to action, motivating…are just a few of the comments we received. Dr. Clark, it is rare that a speaker can be so challenging—you exceeded my expectations."
“I received calls from several of our Board Members who heard your presentation at our Annual Conference and thought it was truly outstanding.”
“Given our very high expectations, all I can say is your presentation was a triumph!”
“Dr. Clark, I truly enjoyed your talk, it was exactly to the point. Profuse thanks for making our meeting a success.”
“Over the past ten years we work hard to find a speaker for our annual meeting that can clearly address major health issues. Your presentation last week was by far our most outstanding.”
“Your keynote presentation at our 100 Year Centennial was insightful and inspiring, with a superb balance of substance and humor. I have heard nothing but the most positive remarks from our 350 attendees. Thank you for making this important event a huge success.”
“Your ideas, insights and humor truly changed the way we think about our clients. You were easily the most engaging speaker we’ve had in years. Thank you for being both entertaining and substantive— in this difficult environment our attendees needed both.”
“Your contribution to the Retirement Forum put the evening over the top. Our Advisor’s were taking notes furiously on your lively discussion of the reinvention of retirement and preparing for the second half of life. Thank you for helping me end the year with such a great event.”
“In the eight years we have been running this client conference your presentation was proclaimed to be the best we’ve ever had.”
KEYWORDS: Marketing implications of the mature consumer, lifestyle, marketing, healthcare and workforce implications of the longevity revolution aging population, Future trends, Technology and the Impact of Genomics, Healthcare Reform and the Economy