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Dr. Bruce Clark is helping companies, heath care providers, and society prepare for tomorrow’s heath care and social welfare issues today. A pioneer in adapting the healthcare industry and consumer market to an unprecedentedly large aging population, Dr. Clark has been focused on getting ready for this shifting demographic since the 1980s. As a speaker, business consultant, and popular blogger, he helps older Americans make the most out of the new “second half of life.”

A lead researcher in the consumer habits of the elderly and the Baby boomer generation, Dr. Clark is one of the pioneers shaping the emerging “Mature consumer” market, one that will encompass at least one-fifth of the U.S. population by 2030. He is the co-founder of Age Wave L.L.C. the most influential communication firm on how to appeal to aging consumers.

Dr. Clark collaborates closely with organizations to develop policies and infrastructures that allow them to break free of the traditional concept of retirement and leverage their older employees’ experience and talent while nurturing new ideas and archetypes regarding the golden years of life.

Among Dr. Clark's most prominent accomplishments has been the production of the 20-part PBS series Caring for an Aging Society which won Business TV Magazine's award for the "Most Important Social Contribution Made Through Business Television".

Dr. Clark has held senior management positions with National High Blood Pressure Education Program (NIH), the National Center for Health Education, the Healthcare Forum and the Healthcare Forum Journal. He has a Doctorate in Public Health and a Masters in Health Administration from Loma Linda University in southern California.

Full Profile

Dr. Bruce Clark has emerged as one of America’s foremost visionaries and authorities on the business and marketing implications of an aging population. In 1986, he co-founded Age Wave LLC., the leading marketing communication firm specializing in baby boomers and mature consumers. He also co-founded IPG, a firm created to guide organizations in advertising, customer service and alternative futures.

Many of his groundbreaking business initiatives in financial services, healthcare and consumer products, among other industries, have significantly defined this emerging market niche. He works extensively with the boards and management teams of leading companies world-wide implementing IPG’s proprietary LifeChange/LifeChoice consumer segmentation model to maximize sales and marketing results.

A nationally acclaimed speaker, Dr. Clark’s presentations are uniquely enriched by his research-based consumer knowledge and his award winning concept of “Experiential Learning”. By combining the best in modern presentation technology and 20 years of cutting edge research, he creates an “experience” in learning that is insightful, entertaining, and sets a new standard for keynote presentations and corporate education. He has published extensively and is called on frequently by the national media for his candid observations and strikingly accurate predictions.

Among Dr. Clark’s most prominent accomplishments has been the production of the 20-part PBS series Caring for an Aging Society which won Business TV Magazine’s award for the “Most Important Social Contribution Made Through Business Television”. He recently helped launch the Mature Market Study, an ongoing research panel of 3,500 boomers and seniors in 20 major U.S. markets. In addition, he is currently managing a national study focused exclusively on quantifying the consumer dreams and aspirations of “the new mature consumer”.

Previous to founding Age Wave/IPG, Dr. Clark held senior management positions with National Institutes of Health, the California Department of Health Services, the National Center for Health Education, the Healthcare Forum and the Healthcare Forum Journal. He has a Doctorate in Public Health and a Masters in Health Administration from Loma Linda University in southern California.


Dr. Bruce Clark Speaker Videos Back to top

Dr. Bruce Clark Keynote Excerpt


Dr. Bruce Clark examines how longer life spans and improved quality of aging are disrupting traditional career trajectories and the concept of “retirement.” Career changes and professional reinvention at midlife (think age 50 or so) are becoming increasingly common and acceptable, erasing the idea that you need to choose what you want to do with the rest of your life at age 18.

This drastic shift also comes from the need to create a new model of “old age,” a life stage that stereotypically comes with a great deal of baggage as it is often associated with frailty and decline. “We haven’t yet determined a modern purpose of a healthier old age,” Dr. Bruce Clark states. “We need a heroic model of what we are going to do with those extra years.”


Speeches / Speaking Engagements Back to top


Dr. Bruce Clark's comprehensive multi-media presentations focus on the trends that will shape, and literally reinvent, the future and illustrate the profound impact this business/social revolution will have on retirement, healthcare, work, education, leisure, the family, media, marketing, and other American institutions.

He clearly addresses the most pressing medical issues of today and tomorrow, presenting problems and solutions to corporations and health care providers from the point of view of the consumer. Dr. Clark’s programs leave audiences with relevant information and the spark to get things moving in a better direction.

20/20 Vision: The Transformation of HC Viewed through the Lens of the "New Consumer"
In this keynote, six consumer-centric trends transforming American HC over the next 5 years creating enormous change, challenge and opportunity for both employers and employees in it's wake. Those trends include:
  • Transition from "Faith in" to "Fear of" Health Care
  • Lifestage vs. Age: The "New Consumer"
  • Digital Health Revolution: "Homo Informaticus*"
  • Chronic Disease Pandemic and the Community Care Solution
  • Smarter Consumer, Better Choices, More Scrutiny, Less Compliant
  • Evolution of the Insurance Model

    *Homo informaticus is the rational consumer smartly using technology to filter information... 62% of people are digital consumers, they are smarter, more cautious, connected - researching and considering before they buy, considering price (across all categories), value and quality, and support after the purchase. Healthcare is about to meet this consumer.

    Getting Beyond HC Reform to the Opportunities Ahead: From Policy to Purpose
    In this program, Dr. Bruce Clark delivers 5 trends that will redefine our future in healthcare:

    1. It's About "Health Purpose" not "Health Policy": What matters most for your constituents in post-reform America is to stay laser-focused on how customer/patient needs and concerns are evolving vs. getting too mired in the details of reform. For them, it is about "health purpose" vs. "health policy". You want attendees leaving your meetings thinking about the opportunity they have to make a real difference in the lives of millions of consumers who are uncertain at this transformative moment in American HC.
    2. The Demise of the Patriarchal System -- The Healthcare Cost, Insurance and Benefits Crisis Continues Post Reform: As consumers enter their high utilization years, "faith in" healthcare is being replaced by "fear of" healthcare. Healthcare costs and the loss of insurance and benefits consistently rank at the top of lists of what consumers fear most. Just as Americans have had to assume the burden of financing their retirement, they are now confronted with the additional burden of financing their families' healthcare. The defining characteristics of patients in a post healthcare reform world.
    3. A "New" Consumer Marketplace: What recent research reveals about the perspectives of providers, employers and consumers on the future of healthcare, what consumers want from their healthcare provider, and strategies for successfully segmenting this emerging market. What this "new consumer" wants from healthcare and the business opportunities that are about to emerge in caregiving, community healthcare, digital health and the home-care revolution.
    4. Our Multi-generational Marketplace: 80 million baby boomers are entering their high utilization years with unprecedented service demands, a redefinition of quality and little in common with the previous generations "reverential" approach to their healthcare providers. Healthcare is poorly prepared to address "generational diversity" and boomers, not to mention Millennials and X'ers, will be the most demanding and skeptical consumers to ever inhabit a waiting room. What are the service and quality demands of this new consumer?
    5. Technology: The Gamechanger: Advances in technology are a familiar story in healthcare, but when combined with breakthroughs in biotechnology we find ourselves in uncharted territory. From genomic's and advances in medical devices to new diagnostic tools and treatments, technology will present unprecedented opportunities but these will be accompanied by new challenges to our bioethical concerns with privacy, risk, end-of-life care and cost.

    The 10 Crises Healthcare Leaders Will Face in the 21st Century
    While we are living longer and better than ever, we are simultaneously heading toward a future in which chronic disease, frailty, and a variety of long-term health problems will be pervasive. From mass dementia and the caregiving crisis to intergenerational equity and "Geriassic Park," we are heading into uncharted ground. As our 50 population grows by 10,000 per day, and the 65 grow from 34 million today to 70 million by 2030, our emphasis on community-based care services will need to grow dramatically. These consumers will be both "sick and well." Is our delivery system designed for this future? This presentation explores success strategies and pathways to solutions for healthcare organizations attempting to redefine their future.

    The Future of Healthcare in the Age of the "New Mature Consumer"
    As the 80-million strong baby boom migrates to the second half of life, the impact on healthcare will be dramatic. This generation has transformed every stage of life that they have passed through, and now, the baby boom is about to get sick. In this session audiences learn the findings of a national survey Impact Presentations conducted with Roper Worldwide, revealing current research about this "New Mature Consumer" - from the service demands they will place on their healthcare providers to the alternative and complementary therapies they seek. Included are the findings of more than 500 physician interviews that explore their unique perspectives on the future of healthcare, career concerns, and the practice of medicine. This generation will not only be the largest mature consumer segment, it will be the longest lived. The discussion will also illustrate the profound impact this social revolution will have beyond healthcare to education, leisure, the family, media, marketing, and other American institutions.

    Will We Be Good Ancestors?: The Implications of Genomics and Aging for 21st Century Healthcare
    From the evolution of the "New Mature Consumer" to the influence of the sequencing of the human genome, healthcare as we know it is about to change - permanently. Will the advent of genomic medicine prove to be "a terrible gift"? How will breakthroughs in the brave new world of genomic medicine and the rising age wave dramatically alter our abilities to diagnose, treat and prevent disease? What is the profile of this "New Mature Consumer"? How will healthcare leaders address the unprecedented challenges to our concerns with privacy, risk, ethics, and cost? What are the physical, social, economic and political crises healthcare leaders will face as we age into this new future? This unique presentation/ workshop frames the key issues, explores strategies, and seeks answers to key questions healthcare leaders are about to confront in 21st century healthcare.

    Marketing in the Age of the "New Mature Consumer"
    Over the next decade, leading industries, companies, governments, and major institutions will be challenged to transform their strategies, marketing, branding, distribution, product development, and workforce management to fully prepare for and capitalize on key trends created by a rapidly aging population. As the 80-million strong baby boom migrates to the second half of life, the impact on marketing and sales will be dramatic. This generation has transformed every stage of life that they have passed through. This generation will not only be the largest mature consumer segment, it will be the longest lived. Are you prepared to deliver your product or services to this New Mature Consumer?

    Navigating the Second Half of Life
    Somebody pushed the "reset" button on life as we know it. Healthcare reform has resulted in unprecedented social division and distrust. Recent economic events have permanently changed the business and social landscape - and the dust has not settled yet. Unlike previous one-dimensional revolutions, this economic, demographic, social and technologic revolution, will impact each of us personally and professionally. All aspects of our lives will be affected as we prepare for the second half of life, and seek to successfully navigate the new life stages of maturity.

    From mass aging and the caregiving crisis to intergenerational equity and the reinvention of work and retirement, American consumers and businesses alike are unprepared for this future. Are you prepared for this future?



  • Dr. Bruce Clark Speaker Testimonials Back to top

    “In the eight years we have been running this client conference your presentation was proclaimed to be the best we’ve ever had.”
    - 3M

    “Your contribution to the Retirement Forum put the evening over the top. Our Advisor’s were taking notes furiously on your lively discussion of the reinvention of retirement and preparing for the second half of life. Thank you for helping me end the year with such a great event.”
    - Morgan Stanley Smith Barney

    “Your ideas, insights and humor truly changed the way we think about our clients. You were easily the most engaging speaker we’ve had in years. Thank you for being both entertaining and substantive— in this difficult environment our attendees needed both.”
    - Genworth Financial

    “Your keynote presentation at our 100 Year Centennial was insightful and inspiring, with a superb balance of substance and humor. I have heard nothing but the most positive remarks from our 350 attendees. Thank you for making this important event a huge success.”
    - Baylor University Medical Center, Dallas

    “Over the past ten years we work hard to find a speaker for our annual meeting that can clearly address major health issues. Your presentation last week was by far our most outstanding.”
    - MaineHealth

    “Dr. Clark, I truly enjoyed your talk, it was exactly to the point. Profuse thanks for making our meeting a success.”
    - Adams, Harkness & Hill Investment Bankers

    “Given our very high expectations, all I can say is your presentation was a triumph!”
    - Advice & Consent

    “I received calls from several of our Board Members who heard your presentation at our Annual Conference and thought it was truly outstanding.”
    - National Assn. For Women’s Health

    “…Insightful, timely, stirred me to action, motivating…are just a few of the comments we received. Dr. Clark, it is rare that a speaker can be so challenging—you exceeded my expectations.”
    - HealthPlus of Michigan

    “I have attended countless conferences and seminars over the years and I cannot recall one that generated as many positive comments.”
    - BlueCross BlueShield of Massachusetts

    “As I expected, your presentation received the highest ratings of all conference speakers from our attendees. I look forward to working with you again.”
    - PICOM Insurance Company




    * Please note that while this speaker’s specific speaking fee falls within the range posted above (for Continental U.S. based events), fees are subject to change. For current fee information or international event fees (which are generally 50-75% more than U.S based event fees), please contact us.

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    “In the eight years we have been running this client conference your presentation was proclaimed to be the best we’ve ever had.”
    - 3M

    “Your contribution to the Retirement Forum put the evening over the top. Our Advisor’s were taking notes furiously on your lively discussion of the reinvention of retirement and preparing for the second half of life. Thank you for helping me end the year with such a great event.”
    - Morgan Stanley Smith Barney

    “Your ideas, insights and humor truly changed the way we think about our clients. You were easily the most engaging speaker we’ve had in years. Thank you for being both entertaining and substantive— in this difficult environment our attendees needed both.”
    - Genworth Financial

    “Your keynote presentation at our 100 Year Centennial was insightful and inspiring, with a superb balance of substance and humor. I have heard nothing but the most positive remarks from our 350 attendees. Thank you for making this important event a huge success.”
    - Baylor University Medical Center, Dallas

    “Over the past ten years we work hard to find a speaker for our annual meeting that can clearly address major health issues. Your presentation last week was by far our most outstanding.”
    - MaineHealth

    “Dr. Clark, I truly enjoyed your talk, it was exactly to the point. Profuse thanks for making our meeting a success.”
    - Adams, Harkness & Hill Investment Bankers

    “Given our very high expectations, all I can say is your presentation was a triumph!”
    - Advice & Consent

    “I received calls from several of our Board Members who heard your presentation at our Annual Conference and thought it was truly outstanding.”
    - National Assn. For Women’s Health

    “…Insightful, timely, stirred me to action, motivating…are just a few of the comments we received. Dr. Clark, it is rare that a speaker can be so challenging—you exceeded my expectations.”
    - HealthPlus of Michigan

    “I have attended countless conferences and seminars over the years and I cannot recall one that generated as many positive comments.”
    - BlueCross BlueShield of Massachusetts

    “As I expected, your presentation received the highest ratings of all conference speakers from our attendees. I look forward to working with you again.”
    - PICOM Insurance Company


    20/20 Vision: The Transformation of HC Viewed through the Lens of the "New Consumer"
    In this keynote, six consumer-centric trends transforming American HC over the next 5 years creating enormous change, challenge and opportunity for both employers and employees in it's wake. Those trends include:
  • Transition from "Faith in" to "Fear of" Health Care
  • Lifestage vs. Age: The "New Consumer"
  • Digital Health Revolution: "Homo Informaticus*"
  • Chronic Disease Pandemic and the Community Care Solution
  • Smarter Consumer, Better Choices, More Scrutiny, Less Compliant
  • Evolution of the Insurance Model

    *Homo informaticus is the rational consumer smartly using technology to filter information... 62% of people are digital consumers, they are smarter, more cautious, connected - researching and considering before they buy, considering price (across all categories), value and quality, and support after the purchase. Healthcare is about to meet this consumer.

    Getting Beyond HC Reform to the Opportunities Ahead: From Policy to Purpose
    In this program, Dr. Bruce Clark delivers 5 trends that will redefine our future in healthcare:

    1. It's About "Health Purpose" not "Health Policy": What matters most for your constituents in post-reform America is to stay laser-focused on how customer/patient needs and concerns are evolving vs. getting too mired in the details of reform. For them, it is about "health purpose" vs. "health policy". You want attendees leaving your meetings thinking about the opportunity they have to make a real difference in the lives of millions of consumers who are uncertain at this transformative moment in American HC.
    2. The Demise of the Patriarchal System -- The Healthcare Cost, Insurance and Benefits Crisis Continues Post Reform: As consumers enter their high utilization years, "faith in" healthcare is being replaced by "fear of" healthcare. Healthcare costs and the loss of insurance and benefits consistently rank at the top of lists of what consumers fear most. Just as Americans have had to assume the burden of financing their retirement, they are now confronted with the additional burden of financing their families' healthcare. The defining characteristics of patients in a post healthcare reform world.
    3. A "New" Consumer Marketplace: What recent research reveals about the perspectives of providers, employers and consumers on the future of healthcare, what consumers want from their healthcare provider, and strategies for successfully segmenting this emerging market. What this "new consumer" wants from healthcare and the business opportunities that are about to emerge in caregiving, community healthcare, digital health and the home-care revolution.
    4. Our Multi-generational Marketplace: 80 million baby boomers are entering their high utilization years with unprecedented service demands, a redefinition of quality and little in common with the previous generations "reverential" approach to their healthcare providers. Healthcare is poorly prepared to address "generational diversity" and boomers, not to mention Millennials and X'ers, will be the most demanding and skeptical consumers to ever inhabit a waiting room. What are the service and quality demands of this new consumer?
    5. Technology: The Gamechanger: Advances in technology are a familiar story in healthcare, but when combined with breakthroughs in biotechnology we find ourselves in uncharted territory. From genomic's and advances in medical devices to new diagnostic tools and treatments, technology will present unprecedented opportunities but these will be accompanied by new challenges to our bioethical concerns with privacy, risk, end-of-life care and cost.

    The 10 Crises Healthcare Leaders Will Face in the 21st Century
    While we are living longer and better than ever, we are simultaneously heading toward a future in which chronic disease, frailty, and a variety of long-term health problems will be pervasive. From mass dementia and the caregiving crisis to intergenerational equity and "Geriassic Park," we are heading into uncharted ground. As our 50 population grows by 10,000 per day, and the 65 grow from 34 million today to 70 million by 2030, our emphasis on community-based care services will need to grow dramatically. These consumers will be both "sick and well." Is our delivery system designed for this future? This presentation explores success strategies and pathways to solutions for healthcare organizations attempting to redefine their future.

    The Future of Healthcare in the Age of the "New Mature Consumer"
    As the 80-million strong baby boom migrates to the second half of life, the impact on healthcare will be dramatic. This generation has transformed every stage of life that they have passed through, and now, the baby boom is about to get sick. In this session audiences learn the findings of a national survey Impact Presentations conducted with Roper Worldwide, revealing current research about this "New Mature Consumer" - from the service demands they will place on their healthcare providers to the alternative and complementary therapies they seek. Included are the findings of more than 500 physician interviews that explore their unique perspectives on the future of healthcare, career concerns, and the practice of medicine. This generation will not only be the largest mature consumer segment, it will be the longest lived. The discussion will also illustrate the profound impact this social revolution will have beyond healthcare to education, leisure, the family, media, marketing, and other American institutions.

    Will We Be Good Ancestors?: The Implications of Genomics and Aging for 21st Century Healthcare
    From the evolution of the "New Mature Consumer" to the influence of the sequencing of the human genome, healthcare as we know it is about to change - permanently. Will the advent of genomic medicine prove to be "a terrible gift"? How will breakthroughs in the brave new world of genomic medicine and the rising age wave dramatically alter our abilities to diagnose, treat and prevent disease? What is the profile of this "New Mature Consumer"? How will healthcare leaders address the unprecedented challenges to our concerns with privacy, risk, ethics, and cost? What are the physical, social, economic and political crises healthcare leaders will face as we age into this new future? This unique presentation/ workshop frames the key issues, explores strategies, and seeks answers to key questions healthcare leaders are about to confront in 21st century healthcare.

    Marketing in the Age of the "New Mature Consumer"
    Over the next decade, leading industries, companies, governments, and major institutions will be challenged to transform their strategies, marketing, branding, distribution, product development, and workforce management to fully prepare for and capitalize on key trends created by a rapidly aging population. As the 80-million strong baby boom migrates to the second half of life, the impact on marketing and sales will be dramatic. This generation has transformed every stage of life that they have passed through. This generation will not only be the largest mature consumer segment, it will be the longest lived. Are you prepared to deliver your product or services to this New Mature Consumer?

    Navigating the Second Half of Life
    Somebody pushed the "reset" button on life as we know it. Healthcare reform has resulted in unprecedented social division and distrust. Recent economic events have permanently changed the business and social landscape - and the dust has not settled yet. Unlike previous one-dimensional revolutions, this economic, demographic, social and technologic revolution, will impact each of us personally and professionally. All aspects of our lives will be affected as we prepare for the second half of life, and seek to successfully navigate the new life stages of maturity.

    From mass aging and the caregiving crisis to intergenerational equity and the reinvention of work and retirement, American consumers and businesses alike are unprepared for this future. Are you prepared for this future?


  • Dr. Bruce Clark Keynote Excerpt


    Dr. Bruce Clark examines how longer life spans and improved quality of aging are disrupting traditional career trajectories and the concept of “retirement.” Career changes and professional reinvention at midlife (think age 50 or so) are becoming increasingly common and acceptable, erasing the idea that you need to choose what you want to do with the rest of your life at age 18.

    This drastic shift also comes from the need to create a new model of “old age,” a life stage that stereotypically comes with a great deal of baggage as it is often associated with frailty and decline. “We haven’t yet determined a modern purpose of a healthier old age,” Dr. Bruce Clark states. “We need a heroic model of what we are going to do with those extra years.”