The Aging Population The aging population is living longer than ever before and according to statistics this longevity and aging will continue to grow. The importance of providing the Fifty million aging Baby Boomers are sparking demand for products and environments that accommodate their changing physical and sensory capabilities. Today, one out of every 9 Americans is "old"—another former youth turns 50 every 8 seconds. Those age 65 and older now exceed 35 million, a number poised to explode. January 2011 ushered in the first of approximately 77 million Baby Boomers, born from 1946 through 1964 and are surging toward the gates of retirement (transgenerational). This growth will steadily increase and the population must be prepared to accommodate the aging population. According to the Bureau of Vital Statistics the aging population is the fastest growing population and will continue to increase. This dramatic growth in numbers and proportions, increased life expectancies, and energetic life styles, now enables us to live 20 to 25% of our lives in active retirement. Moreover, today's physically and intellectually active younger generations predict that tomorrow's elderly population will be better educated, healthier, culturally literate and, as individuals, more discerning consumers. Changes in Demographics Sustainable development means sustainable and healthy development of the whole human society on the basis of mutual coordination and common development of population, society, economy, resources and environment and under the guarantee of resources and with a benign environment. Its purpose is not only to satisfy demands of contemporary population, but also not to pose threats to development of later generations. Sustainable development is centered with human being and regards the overall development of human being or the society as its target of development. Thus, a good population environment is required in order to implement the strategy of sustainable development. “A good population environment will promote coordinated development and sustainable development of population and economy, society, environment and resources. Human resources of the elderly, especially talent resources, have high value and advantages. Advantages of talent resources of the elderly are m2nly reflected in two aspects. On one hand, they have incomparable experiences and skills and accumulae1d cultural tradition. In order to realize sustainable development, a society has to inherit the excell1ent achievements of its traditional culture and carry forward and innovate these achievements (Hongmei, W. 2010). Key Related Health Issues The rise in costs of prescription medicines affects all sectors of the health care industry, including private insurers, public programs, and patients. Spending on prescription drugs continues to be an important health care concern, particularly in light of rising pharmaceutical costs, the aging population, and increased use of costly specialty drugs. The aging population is living longer but with more health care related issues; therefore the cost of prescription drugs is a major factor in the in caring for their health and finance. Prescription drugs are a vital component of efforts to maintain or improve health. Advances in new product and technology increases in utilization the number of people using prescribed medicines and the numbers of prescriptions per user have contributed to increases in overall prescription drugs spending. The rising cost of prescription drugs affects everyone, but especially high prescription drug users, uninsured individuals, and health plans. Almost half of the cost of prescription drugs is paid out-of pocket. Concerns about cost lead some consumers to take less than the dosage suggested therefore putting their health at risk. The importance of the aging population having their medications and proper dosage will help to sustain their health and receive the proper dosage of their medication. By most standards, the health of the elderly has improved over the past 30 years. Mortality has declined, disability is less prevalent at the oldest ages, and disease in old age is less likely to mean death or loss of physical or mental functions. However, the improved ability to treat diseases and chronic conditions has increased the prevalence of most diseases in the elderly population (Jacobsen, Lee, & Mather 2011). Wellness Programs for the Aging The Administration on Aging Health, Prevention, and Wellness Programs provide seniors with the tools to maintain their health, reduce their risk of developing chronic diseases, and manage their health to live as independently as possible. One of the most important programs AOA based disease program for the aging is the Diabetes Self-Management Training Initiative’s goal is to increase the capacity of the Aging Services Network to supply diabetes self-management training programs for seniors with diabetes, including Medicare beneficiaries, to assist them in managing their diabetes (aoa). Programs that are in selected and mandated for our aging population can only increase their life and make enhance their lives. A healthcare service geared to the aging is an advantage and should be a service. The importance of serving the aging population will continue to increase as the aging continue to live longer and more productive lives, services that can provide assistance and guidance to healthcare issues will become a vital and essential part of their lives. Marketing We are approaching a unique moment in our nation’s history, when one in three Americans will be over the age of 50, with an estimated 75 million Americans between the age of 50 and 65 and another 40 million 65 and older. As a result, the ability to understand and communicate with this vast target audience will be a pathway to long-term success for healthcare marketers, in times of economic challenge and beyond. Along with free media, this has the advantage of credibility over most forms of advertising, reaching out to the community is another way to market your healthcare system, hospital or practice in challenging times. When done correctly, the resulting goodwill simply cannot be measured in dollars.
Community outreach programs can involve traditional options like health fairs, but more traction can be gained by working with local print and broadcast media on some kind of program that benefits the community, especially one that encourages patients to participate. Marketing must be geared toward the aging populations and one way to do that can be focus groups, group presentations, and e-marketing. According to almost 60 million Americans over age 50 are now spending an average of 18 hours per week on the Internet. What began for many as an exercise in e-mailing is now a full-blown pursuit of products and services that can improve their lives, with an estimated 74 percent of those searches focusing on their own community. The world of marketing and reaching the aging population will be a new challenge for healthcare and healthcare products, proper strategies will be important to reach the aging population (Marsh 2010). Challenges The aging population is while population aging represents, in one sense, a success story for mankind massive survival to old ages has become possible; it also poses profound challenges to public institutions that must adapt to a changing age structure. The first challenge is associated with dramatic increase in the older retired population relative to the shrinking population of working ages, which creates social and political pressures on social support systems. Conclusion Cuts in benefits, tax increases, massive borrowing, lower cost-of-living adjustments, later retirement ages, or a combination of these elements are now discussed as the possible painful policies, which may become necessary in order to sustain the pay-as-you-go public retirement programs such as Medicare and Social Security. The changes in demographic population are constantly occurring and the future of the aging is dependent on how society will address and adapt to their needs.

References

Retrieved from: http://transgenerational.org/aging/demographics.htm#ixzz1UV4GC9g0

Hongmei, W. (2010). Research on Aging of Population and the Sustainable Development. Asian Social Science, 6(12), 206-210. Retrieved from EBSCOhost.

JACOBSEN, L. A., KENT, M., LEE, M., & MATHER, M. (2011). AMERICA'S AGING POPULATION. 66(1), 1-18. Retrieved from EBSCOhost. Retrieved from: http://www.aoa.gov/AoARoot/AoA_Programs/HPW/index.aspx

Marsh, D. (2010). Marketing to the mature marketplace. Six pathways to success in challenging times. Marketing Health Services, 30(1), 12-17. Retrieved from EBSCOhost.