Baby Boomers’ Attitudes Toward Healthcare 2026

For healthcare marketers, EMARKETER’s Baby Boomers’ Attitudes Toward Healthcare 2026 report highlights this high-value demographic’s strong reliance on trusted providers and familiar channels for their health decisions. While boomers are selectively adopting digital tools for practical uses like care coordination and health tracking, they overwhelmingly prioritize traditional media such as linear TV and CTV, alongside established digital sources for health information and advertising, demonstrating less trust in social media or AI. Featuring expert commentary from our CMI Media Group experts and incorporating our CMI Media Group Media Vitals survey findings, the report advises marketers to strategically balance channel investments, activate physicians as key conversion levers, and focus on delivering continuity through trusted touchpoints to effectively engage this crucial audience.

Click here for the report.