Healthcare Marketing

A smart healthcare marketing blog
03
June 2013

Services caregivers consult for online reviews

38% caregivers consult online reviews of drugs and medical treatments for loved ones.

To provide context, only 18% of non-caregivers do this for loved ones according to the “Family Caregivers Online” study.

Caregiver overview ::

  • Caregivers are better educated and likely to be middle-aged (ages 50 – 60) than are non-caregivers.
  • Being a caregiver in and of itself, is associated with a greater likelihood of using the internet, particularly to get and share health information.

Caregiving is associated with being online and with online e-health behaviors. Caregivers are more likely than other internet users to take advantage of social tools related to health ::

  • 44% of online caregivers have read someone else’s personal health story online [blog], compared with 29% of non-caregivers.
  • 28% who use sites like Facebook followed their friends’ personal health experiences or health updates, compared with 21% of non-caregivers who use such sites.
  • 26% have looked online for someone with similar health concerns, compared with 15% of non-caregivers.

Caregivers are highly social, both online and offline. Caregivers are also more likely than other people to tap into their offline social networks when they need health information, care, or support. The last time they had a health issue ::

  • 70% of care givers say they turned to friends and family members for information, care, or support, compared with 47% of non-caregivers who did the same.
  • 28% of caregivers say they turned to others who have the same health condition, compared with 17% of non-caregivers who did so, either online or offline.


Caregivers are active health care consumers.
Caregivers are more likely to read online reviews of drugs, doctors, and hospitals ::

  • 38% of online caregivers have consulted online reviews of particular drugs or medical treatments, compared with 18% of non-caregivers.
  • 21% of online caregivers have consulted online rankings or reviews of doctors or other providers, compared with 13% of non-caregivers.
  • 20% of online caregivers have consulted online rankings or reviews of hospitals or other medical facilities, compared with 12% of non-caregivers.

Source :: Pew Research Center Internet & American Life Project “Family Caregivers Online“. The report was a nationally representative phone survey of 656 caregivers and 1,409 non-caregivers conducted in July of 2012.

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