Stop designing for the messenger-bag-totting hipster, try addressing the 100 million strong demographic (the 50+) that generates annually over $7.1 trillion in economic activity in the US, and 260 Billion dollars in consumer packaged goods sales. Out-of-pocket consumer health spending is forecasted at $100B over the next 5 years, but poor design and aesthetics are limiting usability and consumer demand. How’s that for a challenge!

1. Doesn't Your Mom Deserve Better?
Sanjay Khurana | AARP Thought Leadership
@sanjaykhurana

2. Industry
Outreach
Market
Development
Innovation
Showcase
Member
Research
Raising
awareness of
market
opportunity
and needs/
wants of the
50+
Influencing
ecosystem
development
Platform for
showcasing
innovative
technologies
Engaging
members in
gaining early
feedback on
emerging
trends
The
Innova*on@50+™
ini*a*ve
aims
to
spark
entrepreneurial
ac*vity
across
public
and
private
sectors.
Anchored
by
the
AARP
social
mission
–
to
enhance
the
quality
of
life
for
all
as
we
age

3. “Not every idea warrants a
startup”
Edison
Medical’s
@LouisForeman

4. Most entrepreneurs have a
personal story in health tech.
Passion is essential, product
is key, but don’t lose sight of
where the money is!!

5. “The Longevity Economy is one
of the most powerful forces in
the US Economy”
Oxford
Econonics

6. The 50+ is responsible for over $7.1
trillion in annual economic activity –
$3.0 trillion in consumer spending
$1.6 trillion in health care spending
Third largest in the world after US & China

7. 100 million
consumers
and
accounts
for
nearly
The
50+
segment
consists
of
close
to
$230 billion
in
sales
for
consumer
packaged
goods.
49%
of
total
sales
+34%
+12%
50%
of
adult
popula:on
Between
now
and
2030,
the
18-­‐49
segment
is
expected
to
grow
+12%,
while
the
50+
segment
will
expand
+34%.
BECOMING

8. 100 Million consumer in 50+
are expected to spend $100M
in out-of-pocket medical
expenses in 5 years - $20B
attributed to digital innovations
Parks
&
Associates

9. NINE AREAS OF OPPORTUNITY
100 million people and an opportunity for as high as
$20 billion in revenue by 2018

10. 1/9 MEDICATION MANAGEMENT
NINE AREAS OF OPPORTUNITY
100 million people and an opportunity for as high as
$20 billion in revenue by 2018
Prevent in-home accidents ·
Manage medications · Improve/aid
memory & cognition

11. 2/9 AGING WITH VITALITY
NINE AREAS OF OPPORTUNITY
Address calcium deficiencies · Manage arthritis ·
Boost daytime energy · Improve/aid memory &
cognition · Improve/aid hearing · Improve/aid vision ·
Maintain muscle strength
100 million people and an opportunity for as high as
$20 billion in revenue by 2018

12. NINE AREAS OF OPPORTUNITY
3/9 VITAL SIGN MONITORING
Improve sleep quality · Reduce bad cholesterol ·
Keep glucose in range · Maintain healthy weight ·
Keep blood pressure in range · Detect skin
problems · Maintain good dental hygiene
100 million people and an opportunity for as high as
$20 billion in revenue by 2018

13. 4/9 CARE NAVIGATION
NINE AREAS OF OPPORTUNITY
Manage healthcare costs · Evaluate
quality of care · Navigate healthcare
system · Plan for end of life care
100 million people and an opportunity for as high as
$20 billion in revenue by 2018

14. 5/9 EMERGENCY
DETECTION & RESPONSE
NINE AREAS OF OPPORTUNITY
Detect falls · Send alert when
lost · Prevent in-home accidents
100 million people and an opportunity for as high as
$20 billion in revenue by 2018

15. 6/9 PHYSICAL FITNESS
NINE AREAS OF OPPORTUNITY
Boost daytime energy · Reduce stress, Reduce bad cholesterol ·
Maintain healthy weight · Keep blood pressure in range · Relieve
back pain · Engage in age-appropriate exercise · Maintain muscle
strength · Keep mobilized
100 million people and an opportunity for as high as
$20 billion in revenue by 2018

16. 7/9 DIET & NUTRITION
NINE AREAS OF OPPORTUNITY
Eat healthy · Control sodium intake · Boost daytime
energy · Prevent dehydration · Reduce bad cholesterol ·
Keep glucose in range · Maintain healthy weight · Keep
blood pressure in range · Address calcium deficiencies ·
Maintain good dental hygiene
100 million people and an opportunity for as high as
$20 billion in revenue by 2018

17. 8/9 SOCIAL ENGAGEMENT
NINE AREAS OF OPPORTUNITY
Reduce stress · Improve or aid memory & cognition ·
Stay connected socially · Keep mobilized
100 million people and an opportunity for as high as
$20 billion in revenue by 2018

18. 9/9 BEHAVIORAL
& EMOTIONAL HEALTH
NINE AREAS OF OPPORTUNITY
Receive divorce/grief support · Manage life phase
transitions · Plan for end of life care
100 million people and an opportunity for as high as
$20 billion in revenue by 2018

19. THE OPPORTUNITY | $20B OVER NEXT 5 YEARS
$4,822
$3,342
$3,278
$2,430
$1,901
$1,879
$1,597
$1,036
$428
(2013-2018)
(IN MILLIONS)
VITAL SIGN MONITORING
CARE NAVIGATION
MEDICATION MANAGEMENT
EMERGENCY DETECTION & RESPONSE
AGING WITH VITALITY
PHYSICAL FITNESS
DIET & NUTRITION
SOCIAL ENGAGEMENT
BEHAVIORAL & EMOTIONAL HEALTH

20. Where is the money going?

21. 53%
of all health
funding is in
the 50+
market
59%
increase in
50+ funding
between
2012 - 13
4X
increase in
deal flow
between
2010 - 13

22. ?

23. ?

24. “Designers need to be at the
front end of the sensor
transition so they can
humanize it.”
frog's
@TimothyMorey

25. Doesn't my mom deserve a
better user experience. Why
accept mediocrity when it
comes to designing for older
demographics.

26. Thoughtfulness in Design

27. AGING WITH VITALITY
40 Million Americans have Hearing
Loss, but only 1 in 4 have a
hearing aid

28. AGING WITH VITALITY
• Stylized Designs
• Up to 75% cheaper
• Eliminating Middleman

29. AGING WITH VITALITY
Problematic Ear wax affects 360M consumers worldwide,
including 49M in US and 8M hearing aid users
Ear wax build-up causes hearing loss, ear pain, ringing
in the ears, missed diagnosis & treatment
Clinical
Consumer
Home
Care

30. labs
• 70% Tremor cancellation
• Multiple attachments
• Affordable
AGING WITH VITALITY
Tremor and Parkinson’s affects up to 10M
people in US, effecting their ability to
complete simple tasks like eating

31. VITAL SIGN MONITORING
79 Million Americans live with a
chronic condition that requires
monitoring

32. VITAL SIGN MONITORING

33. PHYSICAL FITNESS
38 million consumers 50+ are
obese, and a third of Americans
65+ engage in no leisure-time
physical activity

34. PHYSICAL FITNESS

35. EMERGENCY
DETECTION & RESPONSE
12+ million U.S. older adults
living at home alone

37. CARE NAVIGATION
43% of adults do not track their
out-of-pocket costs – OOP totaled
$320B last year

38. CARE NAVIGATION
2/3 of
reviews
have
errors

39. SOCIAL ENGAGEMENT
World Health Organization rates
loneliness as a higher health risk than
lifelong smoking - staying engaged
with family, friends and the community
is vital to healthy aging

40. SOCIAL ENGAGEMENT
• Simplified tablet user experience
• Adapts to a user’s abilities and needs
• Caregiver managed

41. • Track caregiving
activities
• Connect with other
caregivers
• Earn incentives for
care provided
SOCIAL ENGAGEMENT

42. @AARPInnova*on
#innova*on50
@sanjaykhurana

43. Why does AARP care?

44. The Innovation@50+™ initiative aims to spark
entrepreneurial activity across public and
private sectors. Anchored by the AARP social
mission – to enhance the quality of life for all as
we age – the initiative enlists the expertise of
visionary thinkers, entrepreneurs, the investment
community, industry and not-for-profits to spur
innovation to meet the needs and wants of
people over 50.

45. Our
Approach
Industry
Outreach
Market
Development
Innovation
Showcase
Member
Research
Raising
awareness of
market
opportunity
and needs/
wants of the
50+
Influencing
ecosystem
development
Platform for
showcasing
innovative
technologies
Engaging
members in
gaining early
feedback on
emerging
trends

46. Tech Events
Incubators/Accelerators
Media
Research
Payers & Pharma
Investors
Market Access
Technology & Design
Academia
Industry Alliances
Innovation@50+
Ecosystem

47. InnovaMon@50+
|
INSIGHTS
The
Longevity
Economy
What’s
Your
50+
Strategy?
A
New
Investment
Theme
Healthy
InnovaMon
FronMers
Download
report
at
www.aarp.org/50plusinsights

48. InnovaMon@50+
|
INSIGHTS
Digital
Health
Insights
for
the
50+
Market
Top
12
VCs
Funding
the
50+
Market
Download
report
at
www.startuphealth.org/aarp