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Research & Reports

Searching in Biopharma (1575)

The Baby Boomer Generation: Can Digital Technology Help You Reach Them?

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.

Questions Answered in This Report:

  • Baby boomers make up the majority of patients for a number of common diseases. How many patients over 45 are affected by type 2 diabetes, heart disease, osteoarthritis, and osteoporosis? What are manufacturers of drugs for these diseases currently offering in terms of digital media?

  • More than 80% of baby boomers who use the internet indicate they use it for health-related research. What sources are they using for their research? At what points in the patient journey are they performing internet research? How are they using social media for health-related concerns?

  • In just one year, baby boomers’ use of smartphones and tablets has increased dramatically. What activities are baby boomers performing with their smartphones? How are they using mobile devices for their health-related research? What percentage of internet-using baby boomers read email newsletters? What health-related newsletters are they most likely to consult?


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.