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 almost 900 participants aged 50 and over. 65 percent of older people who described themselves as having health problems said they used some form of alternative medicine that they considered curative or preventative, a higher percentage than any other group.
Baby boomers are seeking other ways to alleviate symptoms such as chronic pain and arthritis, as well as using alternative therapies such as preventative medicine. Chiropractic care topped the list with a whopping 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 obviated 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 most popular methods of alternative medicine include massage therapy, breathing exercises, herbal medicine, and meditation.
The first study to look at the use of alternative medicine among older people with depression finds that about 20 percent use gingko biloba, ginseng, St. John’s wort and other herbal remedies. The surprising findings could worry physicians treating baby boomers, since most patients were unaware of the risks of possible 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 seeking different types of treatment to lessen the aches and pains that often come with age. Older people report problems with daily activities, such as grocery shopping, eating, or bathing. Furthermore, many of them are simply not satisfied with conventional healthcare and often have problems with the current state of conventional healthcare. “Older adults tend to have more chronic diseases, and conventional medicine doesn’t always solve their problems,” Hong says.
Furthermore, 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 50+ market who received a massage from a masseur in the last five years has nearly tripled. Why are baby boomers getting massages? For health reasons, according to the survey. Seniors even indicated that they seek massage for health reasons (other than stress relief and relaxation) more than any other age group (41 percent).
The less popular alternative medicine practice 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 boom generation is also exercising. Being physically active is the solution to maintain the 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 who joined health clubs increased by 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. In addition, age-directed programs have proven to be quite popular with tremendous benefits for other types of senior housing, fitness facilities, and publicly sponsored 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 springing up 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 huge role in the lives of baby boomers, when it comes to health, there is no comparison to preventative 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. It is not surprising that life expectancy has increased 30 years in the last century.
As health care costs continue to rise, baby boomers will continue to seek alternative medicine and become “health boomers.” They have defined healthcare because they are strong, expressive and know what they want. Boomers are healthier than any generation of seniors in history and live longer, happier lives.
