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In one of their articles, the newspaper Das Handelsblatt reported on trends in marketing for seniors. It listed the following product features as important:

  • functionality
  • simple to use and
  • easy to read information

Furthermore, experts advise not to refer to seniors by that name because nobody likes to be called old. It would be better to connect with this new, continually growing older target group without comment. By the year 2040 about half of the German population will be older than 50 years.

Commentary:  Even if seniors as a target group have always been the most important client group within the health system, many manufacturers and providers have difficulty addressing them through advertising and appropriate marketing.  In the near future, the consumer goods industry will focus on product development and addressing this target market. New trends and ideas will develop which in turn will impact the health care system.