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Online Proxy Care: Reaching Caregivers Through the Internet
Datamonitor, Sep 2002
This Brief examines the current and future online proxy care markets and how companies can optimize their market share. Caregivers have the potential ability to influence physician prescribing decisions by requesting particular medications or discussing specific products. Proxy care websites present an effective and cost-efficient way for pharmaceutical companies to market to the caregiver group.Survey of 4,531 adult consumers in France, Germany, Italy, Spain, the UK and the USCase study of an existing proxy care website with a pharmaceutical company sponsorCoverage: US, EuropeDatamonitor’s consumer survey found that 43 percent of consumers in the US and an average of 32 percent in surveyed European countries actively look for health-related information.Of the consumers looking for health information, a sizeable proportion uses online resources on behalf of family members or friends.Datamonitor forecasts a significant expansion of the proxy care market, both on- and offline, as the baby boomer age group grows older and requires caregiving. Proxy care websites will play a key role in the online expansion.Assess the current status of the on- and offline proxy care markets and determine where opportunities existEnhance your understanding of key proxy care groups, particularly parent and child caregiversLearn how to market to the increasingly important caregiver group using online proxy care resourcesIdentify the essential components to include in a proxy care website offering
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