The 'worried well' older person who wants to get more control of their own health will be a rich vein of business for companies that can craft the right offer and message.
In the past I have blogged about the difficulty for digital health startups trying to engage the big healthcare players. The obvious alternative strategy is to sell direct to the consumer/patient.
The problem is that most startups really need to be B2Bs but the direct approach requires B2C skills (and money).
I thought InsideTracker was an interesting company. You can see that it appeals to ultra fit athlete that wants to be even fitter - but will also have resonance with older people who are spending time and money trying to keep standing upright for a bit longer.
No idea if it will succeed or not but it is certainly pointing in the right direction.
Image via flickr