Download - Yahoo Insights Team
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Careg ivers & Dig i ta l Habi ts Yahoo Insights Team
October 2013
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Study Goals and Objectives
Caregivers are influential in the decision-making and purchase habits for their patients.
These consumers turn to the Internet to ensure they have the right information to make the
right decisions. Advertisers seeking to target these consumers need a deep understanding
of how and why they use the internet, what content they are consuming and how they like to
receive online advertising.
You Will Learn:
Caregiver’s level of involvement in patient’s care and medical decisions
What information caregivers seek and why
Role the Internet plays in addressing caregivers’ needs
Caregivers’ receptivity to branded communication
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– Talk to the doctor
– Talk to patient about
care options
– Emotional support
– Research patient illness
& quality of life
improvements
– Drive & Accompany
patient to doctor
appointments
– Take patient to non-
medical activities
– Schedule doctor
appointments
– Organize & administer
medications
94% 93% 92% 84%
Making Rx &
medical
decisions
Information
gathering &
support
Accompanying patient
(medical & non-medical)
Managing care
Caregivers are key decisions makers in their patient's medical care
Q1.1 Which of the following responsibilities do you take on for the person you care for? Please select all that apply. (nets based on factors)
Base: n=396
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They use the Internet to find this information
Q2.1. How often do you use each of the resources below to get information related to caring for your [INSERT RESPONSE FROM QS9]? (By information related to your caregiving we mean anything from prescription information to new recipes to product
reviews.) Base: n=396; Q2.3. How would you rate your preference for each of the resources you use?, Base: Internet n=396, Friends & Family n=363, Publications n=363, TV n=296, Doctors n=389, Other w illness n=288, Support Groups (Patients) n=
222 Support Group (Caregivers) n=213
Friends
& Family
Publication
s
TV Doctors Other with
illness
Support
Group
(Patients)
Support
Group
(Caregivers)
Internet
wk wk wk wk wk wk wk wk
Use resource at least weekly for caregiving
Preferred resource for caregiving
wk
7
68% say the Internet informs about
brands/products.
I agree that the Internet…
The Internet provides the information they need
Gives me access to reviews I can use
Connects me with people whose
opinions/advice I trust
Is something I use to share product/brand news with other caregivers
Q2.8. Now we’d like you to think about how the Internet in general helps inform you and your choices as a caregiver when it comes to products, services, brands, and
shopping. Please indicate how strongly you agree or disagree with each of the following statements. Base: n=396
Has detailed health information on prescription drug brands
Gives me different points of view on products
Has the most useful information on products/medications
Has reliable information on brands/products
Helps me make the right purchase decisions
for my patient
51%
47%
42%
36%
33%
30% Helps me make decisions quickly
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65% say the Internet introduces to new
products/brands.
I agree that the Internet…
The Internet offers caregivers an opportunity to discover new brands and products
Gives me access to reviews I can use
Connects me with people whose
opinions/advice I trust
Is something I use to share product/brand news with other caregivers
Q2.8. Now we’d like you to think about how the Internet in general helps inform you and your choices as a caregiver when it comes to products, services, brands, and
shopping. Please indicate how strongly you agree or disagree with each of the following statements. Base: n=396
46%
39%
39%
37%
23%
Is useful when I'm trying to figure out what brands/choices are
out there
Informs me of new products/therapies I could use or
discuss with my doctor
Gives me “new” news about brands and products
Introduces me to new products/brands I hadn't heard
about
Has encouraged me to try out new products
for my patient
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Search & Portals are Most Trusted Sites
Search
websites
Portal
websites
Medical-specific
websites
Illness-specific
websites
Health
forums/message
boards/blogs
Caregiver related
resources (e.g.
caregiving.com)
Drug
manufacturer
websites
Q2.5. How often do you use the types of websites listed below to get information related to the care you provide for your pat ient? (By information related to your caregiving we mean anything from prescription
information to new recipes to product reviews.), Base: n=396; Q2.6. What is your level of trust in each of the types of websites listed below that you mentioned you use? Base: Those who use each website
wk wk wk wk wk wk wk
Use resource at least weekly for caregiving
Preferred resource for caregiving
wk
10
Percent time spent by online content
Source: comScore Plan Metrix (Dec‘12); “Caregivers” = Caring for someone suffering from any ailment
Across the web, caregivers live outside the “health box”
1%
Only 1%
of their
online
time is
with
health
content
34%
30%
13%
5%
11%
34
32
28
24
20
38
Communication Entertainment News/info/buzz Shopping Navigation Health
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71% are receptive to online medical advertising.
Most caregivers are receptive to online advertising outside of health content
Q2.11. Are you open to receiving new medical information that could help your patient from online advertising from health organizations or reputable pharmaceutical companies?
Base: n=396; Q2.12. In which of the following online environments are you open to receiving new medical information that could help your patient (ads, articles, etc.)? Please select all that apply., Base: Those asked n=283
I am open to receiving online advertising in the following online environments.
Connects me with people whose
opinions/advice I trust
Medical websites (e.g. WebMD, Yahoo Health)
While checking my email
News websites
Recipe websites
Finance websites
Entertainment websites (e.g. Celebrity
gossip)
Sports websites
85%
60%
54%
37%
13%
12%
11%
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35% say the Internet impacts the way I perceive brands.
I agree that the Internet…
The Internet has the ability to impact brand perceptions
24%
21%
19%
Has changed the way I see some brands –
more positively
Has increased my loyalty to a
brand/product
Has changed the way I see some brands –
more negatively
Q2.8. Now we’d like you to think about how the Internet in general helps inform you and your choices as a caregiver when it comes to products, services, brands, and
shopping. Please indicate how strongly you agree or disagree with each of the following statements.
Base: n=396
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51% say the Internet has ads relevant and useful to my role as a caregiver.
40% wish brands would make more
of an effort to reach me as a
caregiver.
And….
I agree that the Internet…
Q2.8. Now we’d like you to think about how the Internet in general helps inform you and your choices as a caregiver when it comes to products, services, brands, and shopping. Please indicate how
strongly you agree or disagree with each of the following statements.
2.10. Now, we’d like to switch gears a bit and ask you about your role as a caregiver a bit more generally. Please indicate how strongly you agree or disagree with each of the statements below.
Base: n=396
Caregivers find online advertising relevant & useful
37%
31%
31%
29%
21%
Informs me of the latest/new prescription medications through
ads/marketing information
Has health-specific ads featuring products/brands that I
would use for my patient
Has non-health specific ads featuring products/brands that
I would use for my patient
Tends to show me/lead me to ads that are relevant to my
role as a caregiver
Has ads that are tailored specifically to me as
a caregiver
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Key Takeaways – Health/Pharma
Make sure the Internet is a key component of your health/wellness/pharma media strategy: Caregivers
are key stakeholders in managing patient health. They use the internet to find the information they need
to provide the best care.
Caregivers are most receptive to advertising outside of heath-related content. Most caregivers spend
their time on the internet consuming content that is not health-related. Only 1% of time is spent on
health content.
Don’t hesitate to use the Internet to reach this receptive audience. Caregivers utilize the internet to
learn about products, discover new brands and see what others have to say.
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Name
Tite
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for additional insights tailored for Health/Wellness,
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Ailments (USA specific)
Heart Disease Pain
Alzheimer’s Stroke
Depression Diabetes
Phase 1: Qual (face to face) Phase 2: Quant (online survey)
Mix of caregiver
involvement
Mix of parent, peer, child Mix of caregiver relationship
Mix of caregiver
involvement
Mix of caregiver relationship
Mix of caregiver involvement
18+
Methodology
24
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n=396
Methodology: 15 minute, online survey
AGE
BOTH
CAREGIVERS &
PATIENTS
Non-professional Caregivers* (conducted in
facility)
Patients (conducted at
home)
Non-professional Caregivers*
US
A