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 US

  
  

• Case study of an existing proxy care website with a pharmaceutical company sponsor

  
  

• Coverage: US, Europe

  
  

Datamonitor’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 exist

  
  

• Enhance your understanding of key proxy care groups, particularly parent and child caregivers

  
  

• Learn how to market to the increasingly important caregiver group using online proxy care resources

  
  

• Identify the essential components to include in a proxy care website offering

  
  

Drivers and trends

It is increasingly challenging to reach physicians with relevant product information, so as to impact their prescribing decisions. This holds particularly true in the US, where the Pharmaceutical Research and Manufacturers of America (PhRMA) has created a code restricting pharmaceutical marketing tactics. Like patients, caregivers have the potential ability to influence physician prescribing decisions by requesting particular medications or discussing specific products. Moreover, the caregiver group is currently sizeable and will continue to expand as the baby boomers grow older. The brief analyzes the future growth potential of the online proxy care market and answers where opportunities exist:

How large is the current proxy care market, both on- and offline, and how will it expand?

Where do caregivers look for health information and what are their concerns in using an online resource?

Which health topics typically related to caregiving are of greatest interest and in highest demand?

What are the differences between caregivers of children and parents and how can companies reach each group?

Which features do caregivers want from a proxy care website?

TARGETING THE CAREGIVER AUDIENCE

In order to effectively reach caregivers, it is necessary to understand the unique characteristics of this group. A knowledge of the current size of the proxy care market allows companies to scale their marketing efforts accordingly. To optimize such efforts, it is useful to know the topics of interest, resources caregivers are using and reasons for not using the Internet as a resource. Online strategies can then be tailored to the preferences of caregivers so as to drive the magnitude and frequency of usership.

Datamonitor’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 looks on behalf of family members or friends

Caregivers in both the US and Europe expressed similar interest in health topics typically related to caregiving; information on allergies is the most sought-after topic by surveyed caregivers in both regions

Concern about privacy and security is a major reason caregivers in the US do not use the Internet to look for health-related information, whereas not being aware of online resources is a more pertinent issue in Europe

THE IDEAL PROXY CARE WEBSITE

Based on the characteristics and preferences of the caregiver group, an ideal online proxy care resource can be designed. A proxy care website should provide users with helpful information and features in addition to serving as a marketing channel. The provision of useful resources will also prospectively foster corporate brand loyalty.

An example of an existing proxy care website is Janssen Pharmaceutica Products’ website for Reminyl, its medicine for Alzheimer’s Disease

A proxy care website should offer features that encourage frequent visitation by users

In addition to features providing disease and product information, interactive support features should also be included on a proxy care website

ACTION POINTS

Three key action points for pharmaceutical companies

Action point 1 – Pharmaceutical companies should focus on reaching the baby boomer age group with online proxy care resources considering their potential dual role as caregivers to their parents and children

Action point 2 – When designing a proxy care website, pharmaceutical companies should include features that foster regular visits by caregiver users

Action point 3 – An online proxy care resource should contain a link to the relevant product website in order to maximize traffic to both sites

DATASETS

Table 1: Among the countries surveyed, the US has the largest proportion of consumers looking for health-related information

Table 2: In addition to themselves, a sizeable proportion of consumers look for health information for other groups

Table 3: The health topics for caregiving of greatest interest in both the US and Europe are allergies, cardiovascular/cholesterol problems and cancer

Table 4: Health information websites are the most popular online resource when caregivers look for health-related information

Table 5: Concern about privacy and security on the Internet is a prominent reason caregivers in the US do not look online for health-related information

Table 6: A significant proportion of consumers with children at home in all surveyed countries look for health information for them

Table 7: As children get older, fewer parents are active in looking for health information for them

Table 8: Reminyl.com has sites with different content based on the type of caregiver using the site

Table 9: An ideal website for caregivers should drive frequent usership by offering updated features and interactive resources