KEY TAKEAWAY: There are some differences between the way Millennials and Boomers approach health, but there is also a lot of consistency. eHealth is often talked about within our industry, but how many have really asked consumers what THEY think about eHealth?
The last two days I have been sitting behind the darked glass listening to Millennials and Boomets talk about eHeath. Specifically, we our client was interested in finding out the opportunities for eHealth and what each demographic segment expected. With our client’s permission here are some topline findings:
1ne: Millennials are more likely than Boomers to use eHealth tools including online consultations with doctors and using the Internet to compare treatment costs and outcomes.
2wo: The majority of Boomers said they use the Internet for health. Specifically, they are looking to learn all they can about their health issues BEFORE seeing their doctor. Millennials, on the other hand, prefer to use the Internet to manage their health and want a solution that offers consultation to Rx option.
3hree: We were surprised to hear, when asked for top health online resources, WebMD was hardly mentioned. More are using another third party resource sites and social media.
4our: When asked to talk about the last DTC ad they saw on TV, Boomers were more likely to go online to the product website. Millennials were more likely to search for the product on social media.
5ive: Boomers have more trust in pharma companies than Millennials. Millennials overwhelmingly said that “pharma companies were not socially responsible”.
6ix: Both demographic segments would not download a health app for their smartphones unless “there was an obvious advantage to using the app and it was easy to use”. Note that for the focus groups, health apps were defined as apps to manage health issues, not fitness apps.
7even: Neither demographic group routinely goes to a health site without a reason. The most common reasons given “health issues (before doctor visit)” or “diagnosis with treatment research”.
8ight: Neither Boomers or Millennials said they would “follow” or “friend” a pharma company or brand in social media. When the moderator asked “why?”, responses included “because I can go to their page when I want to” or “their social media doesn’t really tell me anything (value)”.
9ine: The most desired features of both demographic groups is the ability to email their doctor to renew prescriptions and to have online access to test results. They, however, want to better understand test results and most EHR’s don’t have access to this information.
10en: For overall health questions pharma product websites were not seen as a good resource. Both segments said that pharma websites were like “reading labels on medication bottles”.
The total number of people in the focus groups was 67. By the way focus group facilities really need to get better menu’s for lunch and dinner!!