Baby boomers drive outsize healthcare demand, but their trust remains anchored to providers. Traditional media maintains reach while digital plays a narrower role, forcing marketers to balance credibility with evolving channel strategies to stay influential.

Key Question: How can boomers’ healthcare attitudes and behaviors inform marketer and brand strategies?

Key Stat: Nearly 6 in 10 (59.2%) boomers notice healthcare ads on connected TV (CTV), second only to linear TV (75.3%).