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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

Let Yahoo Lift Your Brand

Please contact your Yahoo account representative

for additional insights tailored for Health/Wellness,

Pharma and CPG advertisers or visit

advertising.yahoo.com

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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