Mature Market Experts Gem of The Day: Receive Special Reduced Rate At DC Conference!


Mature Market Experts: more mature market news and stats more often – Mature Market Experts Members Receive Special Reduced Rate At DC Conference! Joining Market Experts is Free, and the benefits are awesome. Members receive special rates on conferences like Hot Trends In Marketing To The Boomer and Mature Consumer which is now just $295! Here’s where to register. I’ll (Tom Mann of TR Mann Consulting) be there . . . more importantly, there’s an incredible lineup of speakers:

New Insights for Companies and Their Agencies
Targeting Boomers and Beyond

A Workshop Sponsored by the International Mature Marketing Network
and the Market Research Global Alliance

May 15, 2009 in Washington, D.C.,
at the Marriott Residence Inn Arlington – Pentagon City*

• Hot Trends in Marketing to the Boomer and Mature Consumer
• Breakthrough Strategies
• Case Studies
• New Ideas
• Solutions to a Recession Economy

About this special one day event:

The workshop provides new insights into how to develop new products and services in these challenging economic times. Attendees will hear from some of the leading experts and thought leaders on how to build successful relationships in this fastest-growing demographic segment which has its unique combination of needs.
Our culture places a premium on “youth”. However, age 50 plus is the fastest growing demographic segment (and will be for the next 30 years). This group more than any other generation before them is highly focused on the brands that satisfy their unique combination of needs.

Receive practical advice, case studies and actionable research. All in an exclusive setting limited to 130 participants designed to maximize networking opportunities with key decision makers.

You will learn how to:
• Segment and reach this lucrative market using new methodologies,
• Develop products and services that reflect the needs and wants of this market,
• Create meaningful and effective advertising messages,
• Market your products and services in even the worst economy,
• Turn the recession marketplace into a unique opportunity for increased sales.

MME Members $295.00 (Mature Market Experts)

Special offer: Register before April 30 at $395.00 and bring a colleague for Free.

Please contact Dr. Leslie Harris, workshop organizer, at

*Attendees will receive a free copy of
After Fifty :How the Baby Boom Will Redefine the Mature Market or
After Sixty: Marketing To Baby Boomers Reaching Their Big Transition Years

Market Leaders Confirmed as Speakers:

Kevin Lavery
One of the co-founders of Millennium Direct and is currently Managing Director. Millennium is the leading resource of marketing and research services in the United Kingdom for the 50+ population. Kevin is also President of IMMN, an international network formed to provide marketing services to the Boomer generation.

Andrew Nibley
Chairman and CEO of Marsteller, the advertising interactive, event management and production unit of Burson Marsteller, the world’s leading public relations agency. Andy has been a President, CEO or Chairman in four different industries: news, internet, music and advertising.

Sandra Timmermann
Assistant Vice President, MetLife, and Executive Director, MetLife Mature Market Institute. In her role, Sandy is responsible for research, education and consultation on aging and the 50+ market for MetLife and its business partners.

Dr. Carol Orsborn
Senior Strategist with Vibrant, an information sharing website for leading edge Boomer women. Carol has provided counsel to over 100 leading companies in a broad array of industries including AT&T, Pfizer Pharmaceuticals, Prudential, The Walt Disney Company, Hallmark and Visa. Dr. Orsborn was also co-founder of Fleishman-Hillard’s FH Boom, the first initiative by a global public relations agency dedicated to helping companies market to the Boomer Generation.

Laurel Kennedy
Founder of the “thinking firm” (part think tank and part consulting) called Age Lessons. She has appeared on national television including CNBC and Comcast TV, and as a keynote speaker before numerous industry and corporate forums. She has consulted for such clients as Johnson Wax, Keebler, Kraft, Kellogg, Quaker Oats, Pepsi and Sara Lee.
*Kennedy’s book “The Daughter Trap” is due out from St. Martin’s Press in spring of next year. Look for it!

Tom Mann
Managing partner of TR Mann Consulting and is a recognized leader in the senior industry. Tom is the managing partner of TR Mann Consulting and is the co-founder of Mature Market Experts. Tom was the Senior Vice President of Advertising for Erickson Retirement Communities. His responsibilities included market research, strategy, budgeting, creative review and media placement. In addition he was the publisher of the Erickson Tribune, the nation’s largest monthly newspaper addressing health, active lifestyles for people 62 plus. His clients include real estate developers, retirement communities, exercise and fitness programs, car companies, magazine publishers, the travel industry, and companies that sell consumer goods or services to the senior marketplace.

Jacob Brown
President of In-Depth Research, a strategic market research company specializing in Boomer/Senior Research, Healthcare Research and Technology Research. In-Depth conducts research for many leading companies, including Microsoft, Tivo, United Healthcare, Intel, Varian Medical Systems, Adobe and Disney.

Todd Harff
President of Creating Results, a strategic marketing, public relations and advertising agency that develops demand for lifestyle-oriented products and services. Todd is a nationally renowned expert in understanding and motivating mature consumers. Over the past 15 years, Creating Results has worked with government agencies, not-for-profits, Fortune 500 companies and entrepreneurs in a variety of industries to build relationships with Boomers and beyond. Some of the clients that have been served include: National Association of Home Builders, Rhode Island Hospitality & Tourism Association, Mystic Coast & Country Travel Industry, Willow Valley Retirement Communities, Potomac Hospital, Ingleside Retirement Communities.

Gerald Linda
President of Gerald Linda & Associates, a 15-year-old marketing consulting firm. The firm provides marketing strategy, planning and research services to a wide mix of large, sophisticated marketers as well as smaller entrepreneurial companies. A second service is adding advertising and public relation agencies with their new business and account planning efforts. And a third service is the provision of Interim Marketing Leadership services for organizations. He is a frequent writer and speaker, whose thinking has appeared in dozens of trade and professional journals. And he has made over 100 presentations and speeches at association meetings and conferences. He also serves on the editorial review board for the Journal of Current Issues in Research and Advertising (JCIRA). And he is the co-author of the forthcoming book, MORE Guerrilla Marketing Research, which will be published by Kogan Page in the first half of 2009

Brent Green
Brent is a marketing communication strategist and consultant with internationally respected expertise in generational marketing He is the author of Marketing to Leading Edge Boomers: Perceptions, Principles, Practices, Predictions. Established in 1986 and located in Denver, Colorado, Brent has received over 50 regional, national and international awards for creative and strategic excellence. The firm has produced programs for a diverse range of clients including The Broadmoor, Total Petroleum, Orange Glo International (OxiClean brand), McDonalds, Blue Cross Blue Shield, The American Water Works Association, The General Merchandise Distribution Council, The American Numismatic Association, Men’s Fitness Magazine, Rodale’s Best Life and Men’s Health magazines, Experimental and Applied Sciences (EAS), FrontRange Solutions, Hewlett-Packard, and the United States Olympic Committee.

Space is limited to 130 attendees, so sign-up now!

Continential Breakfast and Full Lunch will be served.
Hotel is located 2 miles from Ronald Reagan Airport w/ complementary shuttle service.

*Sponsorship Opportunities Available*
Workshop Sponsorship

See you in May!


When: Friday, May 15, 2009 7:30 AM – 5:00 PM


Marriott Residence Inn Arlington
550 Army Navy Drive
Arlington, Virginia 22202

Eastern Time Zone


Mature Market Experts Gem of The Day: $20B For Healthcare Information Technology

j0438865 mature market electronic medical records

Mature Market Experts: more mature market news and stats more often – $20B For Healthcare Information Technology – All politics are local, so the saying goes. So, it is worth noting that the amount of money being allocated in the new recovery and reinvestment law will affect all of us in some way on a local level—either for the good or the bad. Of particular interest to me is the roughly $20B allocation associated with healthcare information technology. As healthcare and its peripheral topics are of interest to me by education, training and profession, this particular expenditure carries with it both hope and caution. The expenditure carries hope from the perspective that the promise of universal electronic medical records can ultimately improve the quality of care for us all. The caution is that the devil is in the details and there is the possibility—and likelihood—that the challenges associated with implementing and administering such a technological advancement will not be resolved for many years to come.

Returning to the “politics are local” theme for a moment, the challenges with universal health records (note: NOT universal health care…I’ll leave that political debate alone for the time being) are in their implementation and acceptance across the U.S. It is not sufficient to simply supply each primary care provider with a laptop computer…there is the issue of the medical record software itself. Both Microsoft and Google have made large investments in personalized health records (I have one myself). But access to these data, the adoption of the medium across the country, identification of the patient, securing and protecting the information from unauthorized review, and many other challenges are before us.

These challenges will not be resolved by merely spending ~$20B on healthcare information technology initiatives. To address these challenges requires a unified effort across multiple fronts, including breaching technological and sociological boundaries. The basic tenets of restricted and assured access as well as accuracy of the data are so significant and are of such dire import that their mentioning cannot be overemphasized. From an academic perspective one might conclude that “of course” these items and more must be guaranteed. However, we in the U.S. have at present no common standard for enabling and ensuring these two most basic of operational items in this day and age. Certainly the technologies exist to meet the demands of these key requirements. But, their seamless, universal application is presently not available nor enforceable throughout the continuum of care nationwide. This is so for many reasons. Key among these reasons is the lack of enforced standardization for interoperability among the many, many standalone healthcare information technology systems. Many lone islands are available which cannot communicate among one another. The investment required to achieve this feat is in no way trivial. Furthermore, common standards for storing this information so that it may be retrieved at a hospital, say, in Orlando, Florida while I am away on business, have yet to be put into place.

So, how do we proceed? Well, in order to achieve the vision, all hospitals that acquire new or upgrade existing healthcare information technology systems (inclusive of electronic enterprise health records) should mandate that these systems interoperate with each other so that orders, medications, patient vital signs, laboratory results, imagery, and other information can be shared seamlessly among the many disparate systems that can coexist within a healthcare enterprise. This implies that such systems must support common data and information communication frameworks such as those proffered by Health Level 7 (HL7), DICOM, and others. Furthermore, such systems must provide the capability to support role-based user access to all stored information so that patient data will only be revealed to individuals with a need to know. Special care must be given to any information such as patient data for numerous reasons including safety and privacy. Additionally, repositories of patient information must be made available to clinicians anywhere at any time. Access must be reliable, assured, the data must be accurate and beyond question in terms of its integrity.

The aforementioned requirements are only a subset of those needed to support a truly universal form of electronic health record throughout the many thousands of enterprises worldwide. I have not made mention of the standards of care and how these can vary worldwide. Even if such a universal medium for storing and accessing patient information were confined to the United States alone this is a nontrivial challenge. However, I believe it is necessary to overcome given the even greater challenge of improving the quality of healthcare and reducing its ponderous costs in the years to come.

Note: more blog entries on electronic medical records can be found here.

Mature Market Stat of The Day: Computer Usage

“The mature market who range from 55 to 64 years old are 44% more likely to use a computer than those who range from 65 to 74. While some of this may be explained by retirement, most of it is driven by a generational divide in computer use. Seniors who range from 55 to 64 years old today currently use computers in the workplace at a higher rate than people in their 60s and 70s did at earlier ages. As current 55- to 64-year-olds mature into their 60s and 70s, they will continue to use computers. Therefore, in 10 years, there will be 2.5 times as many adults who range from 65 to 74 years old using computers as there are today. This growth comes from two areas: the greater use of computers by older individuals (the generational wave of computer use) and the increased total number of people in each group (population dynamics).”

Source: The Aging of The Population and It’s Impact on Aging, study commission by Microsoft and conducted by Forrester Research, 2003

Electronic Medical Records and Privacy Concerns

electronic medical records

        I hope you all had a safe and happy Father’s Day.

        A followup to my blog entry on May 21st about Google and electronic medical records. There was recently an interesting  article in The New England Journal of Medicine on the potential privacy pitfalls of this rapidly evolving technology.

        The authors, Dr. Kenneth D. Mandl and Dr. Isaac S. Kohane are physicians/researchers at Children’s Hospital Boston, the pediatric teaching hospital at the Harvard Medical School. They’re concerned that private firms like Microsoft and Google aren’t bound by HIPPA regulations.

        The good doctors fear that unregulated electronic medical systems run by public and private companies, rather than medical organizations policed by tight regulations, could create a bit of a wild-west environment that could expose consumers to all sorts of deceptive advertising and marketing. Worse yet, that the public could be marketed to with wild promises at perhaps their weakest moments.

        Despite their concerns, the authors remain strong advocates of the continual development of the technology and usage. Their solution? A mix of federal regulation and a possible extension of HIPPA.

        Hard to disagree with their call for caution.


Google enters the electronic health records business. Will seniors benefit?

            Today’s Baltimore Sun had a story on a partnership between Erickson Retirement Communities and three Baltimore-area hospital systems (Johns Hopkins Medicine, MedStar Health, and Maryland Medical System) to pioneer a health exchange systems that would give doctors and emergency room physicians quick access to patients’ medical histories. The non-profit start-up they’ve created, Chesapeake Regional Information System for our Patients, or CRISP, has allocated $250,000 in startup funds.

 Leaders in the mature market, my friends at Erickson Retirement Communities have long been at the forefront of using electronic medical records. In fact, the medical experts at Erickson already successfully use it for their 21,000+ residents (including my Dad) AND have recently been talking about bringing their model to the outside world. But they better hurry.

            Google announced in February that they have kicked off a pilot with 1,500 to 10,000 patients at the Cleveland Clinic (and I guarantee you that Google is bringing more than $250,000 to the party). These patients have volunteered to allow electronic transfer of their personal health records so they can be retrieved through Google’s new service. This service won’t be open to the general public during the pilot period.

Google isn’t the first big dog joining the fight to make it easier for people to get their medical records at any time and any place. Last year, Microsoft introduced a similar service called HealthVault, and AOL co-founder Steve Case has been working on a similar service called Revolution Health. Needless to say, this is a high stakes game with lots of money at stake. But even more importantly, the future of a key component to our health care system is at play . . . much like computer operating systems . . . Windows vs. MAC OS.

I’m rooting for my friends at Erickson but it’s hard to bet against Google and Microsoft.