Countries covered: Germany, United Kingdom, United States
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
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