The role of the patient in prescribing decisions is changing. In past generations, patients relied almost exclusively on their physician for explanations of treatment options; the age of the internet offers patients greater access to medical information to supplement their physicians’ offerings, increasing their power as stakeholders in the prescribing process. While digital media, including websites, streaming videos, and mobile apps, has long been viewed as a way to reach younger individuals, data indicate that baby boomers are increasingly adopting these technologies in their own healthcare research. We have identified a number of key trends in baby boomers’ internet habits, and we have investigated the current internet and mobile landscape for key drugs in relevant disease states, including hypertension, dyslipidemia, and type 2 diabetes. These trends indicate that the internet can be an effective method for promoting your drug to the baby boomer population.
Markets covered: United States.
Epidemiology: Prevalent patient populations for type 2 diabetes, osteoporosis, osteoarthritis, dyslipidemia, hypertension, and heart disease.
Survey data: Data from more than 1,800 respondents between the ages of 47 and 69 on their use of digital media for health-related purposes.