The “silent generation” -- born between 1925 and 1945 -- require greater levels of higher-intensity care, and may also place strain on their boomer or Gen X children/caregivers, according to the survey.

“The days of viewing health care holistically are over,” the authors write.

“Health care companies that adopt a universal consumer strategy will face challenges and frustrations because there is no single strategy that will meet these varied desires and needs,” they write.

“Instead, it’s about personalization, seeing the complexity of the consumer market, and adopting a multi-faceted consumer’s point of view -- one that can be executed through a number of different strategies.”

Other survey findings include:

• Baby boomers are the generation most satisfied with their current health care experience. However, they also are the most pessimistic about the future. Just 21 percent think their care will get better over the next five years.

• While they are less open to new products and services than millennials, solutions that address boomers’ specific concerns (e.g., fear of losing mobility) could break through their hesitations.

• Family caregivers -- people who say they are responsible for the care of someone else -- are far more likely to be interested in extra health care services, such as access to medical professionals via a 24-hour help line or home computer, than those who are not caregivers.