Colorful is not a word that comes to mind when most people think of medical products geared to the aging population. And yet, after a few minutes browsing Boomly’s website, it’s tough to think, “Why not?” Why shouldn’t incontinence underwear be royal blue? Why can’t posture supports be shocking pink?

Boomly’s online shop is a great example of entrepreneurial innovation for the aging population, and its founder Emma Gilsanz is among the 50+ Innovation Leaders, presented by AARP and MedCity News. In addition to entrepreneurial innovation, other areas of interest include medication management, care delivery, behavior management, and wearables. You can learn more about the winners and download the free eBook here.

Improving clinical trial recruitment is the motivation behind Cure Forward. Led by Frank Ingari, the company has an online platform that connects cancer patients to nearby clinical trials they may otherwise not be aware of. Patients who use the website are guided through the process of posting a profile that clinical trial recruiters can view and use to determine matches for studies to screen at a trial site near the patient.

Room2Care is an unusual take on nursing home alternatives for seniors. It matches seniors in need of a roommate with people interested in caring for seniors and sharing expenses. It’s a novel approach from cofounders Dr. Todd Florin and Richard Ashenoff II.