Dallas, TX —New research from Parks Associates reveals some interesting information about the usage of care-related apps in the caregiver population:

  •  27% of U.S. caregivers are ages 45-54, but this age group accounts for only 16% of the app users
  •  Caregivers aged 18-24 are 28% of the caregiver population, but account for half of the app users
  •  Caregivers aged 35-44 are in the sweet spot — they’re using care apps now and will continue to use them as they care for their aging parents

Parks Associates--Caregivers-Age-Distribution-compared-to-Usage-of-Caregiving-Apps

Why this matters:

As we detailed in the “Caregiver Crunch” trend in our 2016 Health Trends report, reaching out to and supporting caregivers is a huge opportunity for pharma brands, especially as the number of caregivers shrinks over time due to the aging population. For those that use care apps, which are mostly millennials and young Gen Xers, there’s great opportunity to evolve the resources that technology can provide as they continue to lean heavily on mobile to seek support. But as the data shows, we need to find new ways to help those in the 45-54 age range by tapping into the channels that they’re comfortable using to seek help, or incentivizing them to use apps by showing them how easily they’ll fit into and add to their lives.

About the Author:

As Managing Director of Innovation for Syneos Health Communications, Leigh is responsible for shaping the company’s perspective on the next era of healthcare marketing. Through thought leadership, strategic innovation workshops and new products and capabilities, Leigh focuses on identifying marketing approaches that will fuel that new era and generate significant growth for clients. Leigh has worked with Fortune 1000 companies to craft their digital, mobile, social and CRM strategies for over 17 years. She’s worked for category-leading agencies in retail, public affairs, B2B technology, and higher education. Prior to moving to Syneos Health Communications, she had several leadership roles at one of our agencies, GSW. There, she founded an innovation practice fueled by the zeitgeist and spearheaded digital and innovation thinking across the business. Leigh has taken a special interest in complex healthcare products that can change lives in meaningful ways. She was recently a strategic lead on the 3rd largest launch in pharmaceutical history: Tecfidera. Before that she had keys roles with Eli Lilly Oncology, Abbott Nutrition, Amgen Cardiovascular, and Eli Lilly Diabetes. A critical part of Leigh’s work is trends and new ideas. Every year, she convenes a group of trend watchers from across our global network to identify the shifts most critical to healthcare marketers. Leigh is a sought-after writer and speaker. Recognized as one of the most inspiring people in the pharmaceutical industry by PharmaVoice, Leigh also was recognized as a Rising Star by the Healthcare Businesswomen's Association (HBA) for her overt passion, industry thought leadership and significant contributions in new business, strategy and mentoring.