Senior citizens now have a longer life expectancy and better quality of life then previous generations. Healthy eating and exercise habits when compared with modern advancements in medicine, have helped people feel and look much younger than they are.Healthcare studies, such as Franklin Street’s Healthcare Marketing Trends Reports, reveal that over 60% of adults see themselves as youthful. The study also concludes that with the increased amount of people living a healthy and active lifestyle, older people can expect to live as long as 90 years old. Their renewed vibrancy has also spread into their career aspirations, since 70% of the Baby Boomer generation want to work after the age of 65 instead of retiring. Cultural anthropologists have coined the phrase “down-aging” to describe the trend of active and healthy older people that are still knowledgeable about current events and pop culture. Down-aging has significant impact for companies focusing on that sector of the market or demographic and many healthcare industries. This change in how senior citizens perceive themselves and how they interact with the world can dramatically change how healthcare services are marketed and shared with Baby Boomers. Increased knowledge about growing trends with Baby Boomers can help healthcare companies understand their needs and the best way to reach them through their marketing efforts. Studies, focus groups, and other forms of research can help health care agencies, providers, and other parties involved in the healthcare industry find prime avenues for communicating with older people and determining the right message. Catholic Health Services offers many different services, from Miami health care, assisted living facilities, home health aid, at home health care, transitional care, and in home care services.