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The generation that has influenced so much of American culture during the past 50 years is aging, which means the baby boomers are about to become increasingly dependent on the healthcare system. The sheer number of boomers will steer healthcare spending in the decades to come, and now is the time to build loyalty programs targeted towards this large and solvent group. As modern day superconsumers--the very people who defined consumerism--boomers will enter the next period of their lives and healthcare experience with the same expectations they bring to the car dealership or movie theater--convenience, access, efficiency, quality, and information. And because boomers far outspend their parents and even the generations that follow them, it makes sense to give them what they want.