Targeting Seniors: Strategies to Promote Online Marketing Relationships in Healthcare

Introduction

The over-55 population is currently the fastest growing group online. In addition, their life expectancy is increasing and seniors are visiting their physician more frequently than younger age groups. As such, this population is becoming an increasingly attractive marketing group for pharmaceutical companies. 

Scope

Country coverage: Germany, UK and the US 

Report Highlights

The opportunities for pharmaceutical companies to influence physician prescribing are enhanced through relationships developed online with seniors. The increasing uptake of new technologies and the growth in Internet access support the need for online marketing initiatives targeting seniors consumers. 

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

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

Reasons to Purchase

Identify the size of the online senior population in major pharmaceutical markets 

Understand the types of health information seniors are currently using and what they are demanding from online services 

Recognize how the Internet can be used to build marketing relationships with seniors 

Scope

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

Publisher: Datamonitor eHealthcare Pharma Reports 

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