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 in poor health 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 relieve symptoms such as chronic pain and arthritis, in addition to using alternative therapies such as preventive medicine. Chiropractic care topped the list with a whopping 43% of respondents, while acupuncture came in last.
Last fall, Sorelli B, a national research company, conducted another survey of baby boomers. This particular study showed that more than a third of those surveyed said that chiropractic care avoided the need for prescription drugs and physical therapy. Respondents also believed that chiropractic care helped them avoid back surgery and long, exhausting hospital stays. About 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 though they were willing to pay for those services out of pocket.
The other more popular methods of alternative medicine include massage therapy, breathing exercises, herbal remedies, and meditation.
The first study to look at the use of alternative medicine among older people with depression finds that about 20 percent are using gingko biloba, ginseng, St. John’s wort, and other herbal remedies. The surprising findings could be of concern to physicians treating baby boomers, as most patients were unaware of the risks of potential drug interactions.
Helen Kale, MD, of the University of Michigan, says: “The results deserve 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 seek different types of treatment to relieve aches and pains that often arise with age. Older people are reporting problems with daily activities, such as carrying groceries, eating, or bathing. Also, 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 illnesses, and conventional medicine doesn’t always solve their problems,” Hong says.
Additionally, the survey showed that because chronic pain management is very difficult and demanding, people living with chronic pain will try their best to alleviate it.
According to the American Massage Therapy Association (AMTA), the percentage of the 50+ market that received a massage from a massage therapist in the past five years has nearly tripled. Why do baby boomers get massages? For health reasons, according to the survey. Older people even indicated that they seek massage for health reasons (in addition to stress relief and relaxation) more than any other age group (41 percent).
The less popular practice of alternative medicine emerged in the US In the 1970s, acupuncture has gained acceptance as an alternative to traditional Western medicine for pain relief and for treating a variety of other health conditions. Studies show that baby boomers who suffer from muscle and bone pain, carpal tunnel syndrome, and other types of problems are trying acupuncture to lessen their symptoms.
The health-conscious generation of baby boomers is also exercising. Physical activity is the solution to maintain the quality of life of adults over 50 years of age. 16 million older people exercise at least three times a week. From 1987 to 1995, the number of health club members over 50 increased by 199%, and the number of over 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. Additionally, age-targeted programs have been shown to be quite popular with huge benefits for other types of senior housing, fitness facilities, and government-sponsored community recreation programs.
Interestingly, day spas are fast becoming an attractive market for those over 50. Instead of the usual day spa fare of facials and waxing, medical spas or MedSpas are now popping up on the market. MedSpas take all the comfort and care of day spas, but add the latest in medical technology. The mud packs and cucumber slices have been replaced by high-tech advanced fluorescence technology, 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 life of baby boomers, when it comes to health, there is no comparison with preventive measures. The Southeastern Institute of Research found that the 50+ market says that 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 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 they live longer, happier lives.