Targeting Seniors: Strategies to Promote Online Marketing Relationships in Healthcare

Introduction

Report Highlights

Reasons to Purchase

Scope

• Five websites are analyzed to highlight the information that is currently provided by various stakeholders, including pharmaceutical companies

A combination of booming senior populations and the increasing uptake of new technologies by seniors are driving opportunities for pharmaceutical companies to influence physician prescribing through this group. Life expectancy rates are increasing and seniors are visiting their physician more frequently than younger age groups. As such, the growing senior populations are becoming an increasingly attractive marketing target.

Datamonitor primary research shows that growing numbers of seniors are using the Internet to search for health information. For example, Internet penetration rates among seniors range between 48 per cent in Germany and 59 per cent in the US. This brief examines the health information needs of senior consumers and uses case studies to present an overview of best practice activities for marketing to seniors online.

• Why do seniors make such an attractive marketing target?
• What online information are seniors using and what website content do they want?

Life expectancy is expected to increase by up to two years in Germany, the UK and the US over the next 20 years. This has implications for the long-term treatment of many age-related chronic conditions, providing pharmaceutical companies with the opportunity to become involved in disease management that could potentially last for many decades.

• Pharmaceutical companies must examine the opportunities of raising the awareness of a condition, particularly when a disease is a risk factor for other conditions.

Datamonitor primary research suggests that the majority of people aged 55 and over already consider themselves to be more health conscious than most. Targeting seniors in the US is particularly attractive, given that almost 60 million senior consumers live in the US. Further, Internet penetration rates among US seniors have reached 59 per cent and almost 50 per cent of US seniors have looked for health information in the last twelve months.

Pharmaceutical companies need to ensure that the information they are supplying caters to the needs of online seniors. Seniors are looking for a wide range of health information, ranging from living a healthy lifestyle to specific disease areas.

Action point 1 – A combination of booming senior populations and the increasing uptake of new technologies by seniors are driving opportunities for pharmaceutical companies to influence physician prescribing through this group.

Action point 2 – When looking for health information, seniors with Internet access are favoring online resources as the primary source of information.

Action point 3 – Although high quality disease information is a crucial component of online marketing campaigns, interactive tools are key to fostering consumer loyalty to a website.

Table 1: Proportion of the total population with hypertension in Germany, the UK and the US, 2001

Table 2: Prevalence of types I and II diabetes in England, 1998 (%)

Table 3: Prevalence of stable angina in Germany, the UK and the US in 2002, broken down by age 46

Table 4: Number, per cent distribution and annual rate of office visits by patient' s age: US, 2000

Table 5: Rating website content

Figure 1: Retaining users is the focus of online marketing

Figure 2: The senior population is set to grow by almost 40 per cent by 2020

Figure 3: Healthcare spending increases with age in the US

Figure 4: Life expectancy at birth is set to increase further in each of the featured countries

Figure 5: Senior consumers in the US visit their physician more frequently than younger age groups

Figure 6: Online senior consumers are approaching their physicians with information from the Internet

Figure 7: High Internet use among 35 to 54 year olds will drive the future online senior population

Figure 8: Over a quarter of online seniors in the US access the Internet for at least five hours a week for personal reasons

Figure 9: Two-thirds of seniors in Germany and the UK have access to a mobile phone

Figure 10: At least half of seniors in all three markets* consider themselves to be more health conscious than most

Figure 11: The opportunity for targeting senior consumers online is apparent in high Internet penetration rates, large senior population and interest in accessing health information

Figure 12: Seniors are interested in accessing information on living a healthy lifestyle

Figure 13: Seniors are looking for health information for themselves

Figure 14: Among online seniors, the Internet is as popular for health information as a physician

Figure 15: Disease and health information websites offer a wide range of consumer relevant content

Figure 16: Novartis' s health information website specifically targets seniors

Figure 17: WebMD offers a wide range of information

Figure 18: Aventis'  rheumatoid arthritis website targets a specific audience

Figure 19: Seniorsite' s appeal is its wide range of lifestyle information

Figure 20: The information provided in the American Diabetes Associations website centers on disease and treatment

Figure 21: Retaining users is the focus of online marketing

Figure 22: Disease, symptom and treatment information are the most wanted website content among seniors who have looked for health information in the last 12 months

Figure 23: The growth of Internet uptake rates are much higher among the over 55s