The Financial and Emotional Upside of Marketing to Caregivers

December 10, 2018

Healthcare marketers may be talking to the people who use their products—but are they talking to the people who buy their products? It’s an important distinction, and in many cases, these two stakeholders may not be the same.

In a recent self-funded study, the healthcare research team at Escalent honed in on how caregivers interact with healthcare services and products in relation to the loved one they care for. The results are striking in their implications for healthcare marketers. Nearly one-third (29%) of the adult population is responsible for caring for another adult with a debilitating medical condition. Of this group, 52% buy over the counter (OTC) medications for their loved one and in many cases without their loved one’s input—which begs the question, why aren’t more healthcare marketers actively trying to connect with caregivers?

Despite the size and influence of the population, caregivers often feel overlooked and unsupported in their role. The vast majority we surveyed indicated that they were in need of information to help them in their caregiving role. What type of information do caregivers need? Not surprisingly, information on treatment options tops the list, but for time-poor caregivers, information on how to balance personal life with the care of their loved one is also a leading response.

The difficulty of connecting with caregivers is due to the extraordinary amount of time they devote to their loved one. Our study has found that almost half provide care daily, and the average duration of care is seven years. However, knowing the right ways to reach caregivers as well as a thoughtful marketing strategy could equate to a highly captive and loyal audience. Building a relationship with caregivers has the potential to provide returns for the duration of their caregiving experience and beyond.

How can healthcare brands build awareness and loyalty by helping caregivers be more effective and efficient in their role? Start with speaking to caregivers directly—and lend a helping hand. Healthcare marketers who get to know the caregiver population intimately and fill this unmet need for information and support will gain an advantage and potentially countless lifetime customers.

Read the full report on caregivers to better understand who they are, what they need and how healthcare marketers can bridge the needs gap.

Jessica Erley
Senior Analyst, Health

Jessica Erley is a senior analyst in the Health research division, where she conducts analyses for both tracking and custom research studies, with a particular focus on brand and messaging work. Her background includes quality, efficiency, process improvement and sales. Her experience includes a variety of analytical methodologies across numerous therapeutic areas. She excels in the development of tracking and ad hoc work focused around nimble, repeatable reporting that addresses key concepts and provides valuable insight into the questions at hand. Jessica earned an MBA from Wayne State University and a bachelor’s degree in industrial and operations engineering from the University of Michigan. In addition to her market research interests, she holds an associate’s degree of applied sciences in the culinary arts as well as several certifications in wine and spirits and enjoys cooking, dining out, and exploring with her husband and two daughters in their home city of Chicago, Illinois.

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