The trend: Baby boomers are frequent and consistent users of healthcare services, making them valuable customers for healthcare providers, insurers, and pharma brands. They rely on established sources like doctors for health information and advice, but use digital sources selectively.

Editor's note: This article pulls information from our just-published “Baby Boomers’ Attitudes Toward Healthcare 2026” report.

Why it matters: For years, healthcare marketers followed boomers’ lead, doubling down on traditional channels to meet their preferences. However, boomers are now actively extending their information-seeking habits toward select online platforms, demanding a more modern engagement strategy. Boomers also gravitate toward connected TV (CTV), search, and health websites, but are less engaged with social media and AI tools.

Trust in providers anchors boomer healthcare. 85% trust their primary care physician compared with 57% of Gen Zers, per a July 2025 PwC survey. And they listen to them: 84% of boomers always or often do everything their healthcare provider tells them to do, 11% higher than average, per CMI Media Group data.

Boomers’ linear TV habits are extending into CTV. While 75% still notice healthcare ads on traditional TV, a significant amount (59%) notice with them via CTV or streaming channels—making CTV the second-most visible medium for boomers, according to EMARKETER’s January 2026 US Digital Health survey. Further, boomers outpace the average consumer in trust: They are more likely to find healthcare ads credible than the general public on CTV (18% vs. 16%) and linear TV (24% vs. 17%).