Just about everyone takes drugstore pain remedies. The fastest growth in this market could be for heart-attack prevention, but millions of Americans will also combat headaches, arthritis, and a host of other ailments, generating modest growth in the number of users into the next century.
Giving a woman good prenatal and maternity care can capture the health-care spending of her entire family for life. The next decade will bring several challenges to those who market maternity products and services, including fewer new moms, fewer babies in many markets, more minority mothers, and the end of childbearing for the baby-boom generation. The biggest challenge will be to provide a wide range of high-quality childbirth options in the cost-conscious world of managed health care.
Fluoridated water was supposed to make general dentistry obsolete, yet the profession is going strong. Preventive dentistry means that fewer mouths need dentures, but more require repair and restoration of natural teeth and gums. Demand for dental services will continue to increase.
What do Florida sunbathers, midwestern farmers, rural black men, and Long Island women have in common? They all have higher-than-average risks for certain cancers. Researchers know that cancer clusters are usually caused by several factors. As cancer becomes America's leading cause of death, the public will be keenly interested in sorting out the causes and reducing the risks.
Social marketers use the tools of selling to promote good nutrition, regular checkups, and other positive behavior. Instead of preaching, they try to understand and change the complex motivations that lie behind risky activities like smoking and unsafe sex. AIDS prevention is the vanguard of social marketing in the U.S., but the practice is likely to spread for a simple reason: it works.
Like it or not, baby boomers' eyes are getting weaker. Older eyes have trouble with small print, glare, and low-contrast color schemes. They are also more prone to a variety of eye diseases. Businesses that ignore the fuzzier world of older eyes may become invisible to a growing share of consumers.
Public attitudes toward smoking are complex, but the facts for businesses are clear. Second-hand smoke is a major health hazard, and the most unhealthy places for second-hand smoke are bars and restaurants. While there is little support for a total smoking ban, selected bans are more popular. Even if new federal rules don't force restaurants to ban smoking, businesses can gain a competitive edge by going smoke-free.
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