February 14, 2007

Reaching The Online, Uninsured Healthcare Consumer

Which Health-Related Web Sites Are The Uninsured Visiting, And What Do These Consumers Research?

by Julie Snyder, Bradford J. Holmes

with Alyssa L. Baer

Executive Summary (This is a document excerpt)

The millions of uninsured consumers in the United States constitute a market that no plan can ignore. In fact uninsured consumers are online, and they are actively visiting health-related sites to research numerous health-related topics. Forrester found that uninsured, online consumers are becoming increasingly comfortable with the Internet, spending more time online and showing similar, if not greater, levels of technology optimism than the average consumer. To best reach this consumer group, marketers in the healthcare industry should favor the channels and sites that the uninsured favor today to promote their products and services.

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