A funny thing happens when you get older. Brands, especially those in healthcare, suddenly decide that based solely on age, that one is now in need of senior services, specialized care, and other age-based items. Hospitals are particularly brazen at this because really, most are unaware of the deep segmentation characteristics of who uses them and how. Age-based segmentation is wrong on many levels. And is not in any way shape or form, reflective of the new market realities of how someone of any age uses technology, their experiences or expectations as individuals, as well as how they relate to the world, their beliefs, self-perceptions, attitudes, and lifestyles’. I am an individual. I am not a demographic segmentation based on age. And just because I reached that magic age, I did not become an invalid, incapacitated, or suddenly in need of “senior services.” I did not suddenly need a geriatrician. In this age of personalization with the wealth of segmentation data availabl...