Carlton A. Doty

VP, Group Director serving Customer Insights PROFESSIONALS

Carlton (Carl) runs a global research organization that serves B2C Marketers, B2B Marketers, and Customer Insights Professionals. He began his Forrester tenure in 2006 as a Senior Analyst specializing in digital channels, emerging products, and enterprise technology in healthcare. In 2009, he co-founded Forrester's Customer Intelligence research practice. In 2010, Carl assumed responsibility for Forrester's consumer product strategy practice, covering innovation and leading the research efforts behind Forrester's book, Digital Disruption.

Carl occasionally posts his thoughts and opinions on Twitter and on his Forrester blog.

Previous Work Experience

Prior to joining Forrester, Carlton spent nine years as an IT and eBusiness leader in the health insurance industry. He also has experience with two startups and a large marketing services provider.


Carlton holds a B.S. in civil engineering management from the University of Vermont.

Research Coverage

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21 results in Reports

  • Carlton A. Doty
  • Consumer Technographics
  • For Customer Insights Professionals

    Report:Social Tools Help Pharma Marketers Build Customer Intelligence

    Why Pharma Should Integrate Social Into The Multichannel Customer View

    The pharmaceutical industry faces significant sales and marketing challenges as many of its blockbuster drugs come off of patent and access to healthcare providers becomes increasingly restricted. In...

    • Downloads: 1241
  • For eBusiness & Channel Strategy Professionals

    Report:The Social Technographics® Of US Online Health Information Seekers

    The explosion of consumer adoption of social technologies is changing the nature of relationships between companies and their customers. eBusiness professionals in the healthcare industry need to...

    • Downloads: 1000
  • For eBusiness & Channel Strategy Professionals

    Report:Payer-Provider Connectivity: How Far Have We Come, And Where Are We Going?

    Multipayer Portals Are Emerging As Providers' Preferred Channel

    Payer-provider connectivity remains quite fragmented in the US. As the feds gear up for the inaugural trial of a nascent Nationwide Health Information Network (NHIN) in late 2008, many payers and...

    • Downloads: 897
  • For eBusiness & Channel Strategy Professionals

    Report:Benchmark 2008: Healthcare Consumers' Tepid Online Channel Uptake

    North American Consumer Technographics

    Now more than ever, the Web is teeming with health-related content as new sites, products, and services seem to flood the market under the health and wellness guise. So how are consumers responding?...

    • Downloads: 796
  • For eBusiness & Channel Strategy Professionals

    Report:How To Use The Web To Attract And Retain Individual Health Plan Membership

    Forrester Exposes Glaring Lack Of Loyalty In A Highly Price-Sensitive Market

    Individual consumers seeking health coverage are increasingly going online to find it, but today, many health insurers' Web sites are ill-prepared to turn these visitors into profitable members....

    • Downloads: 772
  • For eBusiness & Channel Strategy Professionals

    Report:The $115 Billion Individual Health Insurance Opportunity

    A Market That Is Ripe For The Picking

    The individual health insurance market is slowly but steadily growing, driven by the gradual erosion of employer-sponsored coverage, the rising population of uninsured, and a government that...

    • Downloads: 710
  • For eBusiness & Channel Strategy Professionals

    Report:Why Health Plan Consumer Portals Need A Makeover

    A Call For eBusiness Professionals To Respond To Industry Transformation

    The needs of online healthcare consumers are evolving, and many of the tools that plans make available to them aren't keeping up. The good news is that consumer-directed health plan (CDHP) members...

    • Downloads: 571
  • For eBusiness & Channel Strategy Professionals

    Report:A Look At The Year Ahead: eBusiness Will Be Crucial To Health Insurers

    2009 Will Be A Time Of Uncertainty And Transition In The Healthcare Industry

    A recession is hitting US consumers hard as the financial crisis continues to send ripples across US and global economies. Most US industries are feeling the effects —banks, retailers, auto...

    • Downloads: 591
  • For eBusiness & Channel Strategy Professionals

    Report:The Truth About Consumer-Directed Health Plans

    HSAs Swell To More Than 6 Million Accounts And More Than $8 Billion In Assets

    The so-called consumer-directed health (CDH) market plunges its roots deeper into the health insurance industry as US employers continue to fight the rising costs of healthcare and more consumers...

    • Downloads: 477
  • For eBusiness & Channel Strategy Professionals

    Report:Individual Purchasers Of Health Insurance Want Control

    The Demographic Profiles And Attitudes Of US Individual Purchasers Of Health

    Who's purchasing individual insurance? And why? To answer these and other questions, we looked at Forrester's North American Technographics® Healthcare Online Survey, Q2 2008. We found that...

    • Downloads: 578
  • For B2C Marketing Professionals

    Report:Mapping The US Health Insurance Landscape From The Consumer's Perspective

    A Technographics® 360 Report: Using Survey, Qualitative, And Social Listening Data

    The US healthcare industry is in the middle of massive reform. This has prompted many health insurance marketers to ask what these changes mean for health insurance providers and how they can best...

    • Downloads: 280
  • For eBusiness & Channel Strategy Professionals

    Report:Who's Walking In To Retail Health Clinics?

    Consumer Visits To Retail Health Clinics More Than Double From 2007

    Walk-in retail health clinics are forging ahead across the US, with new locations opening at a steady pace. In our recent North American Technographics® Healthcare Online Survey, Q2 2008, we...

    • Downloads: 378
  • For Customer Insights Professionals

    Report:Consumer Engagement In Personal Healthcare Finance Dropped In 2008

    Healthcare Marketers Have An Uphill Battle Ahead Of Them

    According to Forrester's North American Technographics® Healthcare Online Survey, Q2 2008, 39% of non-elderly commercially insured adults in the US now own a health spending account. This...

    • Downloads: 307
  • For eBusiness & Channel Strategy Professionals

    Report:Are Consumers Embracing The Convergence Of Healthcare And Finance?

    Engagement Among Account Holders Is Higher, But An Education Gap Remains

    Growth in the consumer-directed health (CDH) market — the most controversial phenomenon in US healthcare since the rise of health maintenance organizations (HMOs) during the Nixon...

    • Downloads: 306
  • For eBusiness & Channel Strategy Professionals

    Report:CRM For Health Insurers: Some Assembly Required

    Forrester defines customer relationship management (CRM) as a set of business processes and supporting technologies that is used to acquire, retain, and enhance customer relationships. While...

    • Downloads: 270
  • For eBusiness & Channel Strategy Professionals

    Report:Consumers Sound Off On Health Savings Accounts

    Unrest Is Looming Behind A Deceptively Positive Attitude Among HSA Owners

    The so-called consumer-directed health (CDH) market has opened a new door for financial services firms. Health savings accounts (HSAs) are the controversial but quickly growing financial "half" of...

    • Downloads: 273
  • For eBusiness & Channel Strategy Professionals

    Report:The Next Wave Of Individual Purchasers: The (Recently) Uninsured

    What does the average uninsured person in the US look like? Are there differences among this population? Is there a real market opportunity for healthcare eBusiness managers hoping to gain individual...

    • Downloads: 276
  • For eBusiness & Channel Strategy Professionals

    Report:Who Buys Drugs Online?

    Most Consumers Still Buy Offline And Ignore Drug Advertisements

    Despite the fact that U.S. consumers are shopping for everything from music to clothing online, prescription medications just don't make it to their online shopping lists. Doctors remain the most...

    • Downloads: 244
  • For eBusiness & Channel Strategy Professionals

    Report:Health Savings Accounts: The Battleground For Customer Loyalty

    Market penetration for health savings accounts (HSAs) among US households is gaining momentum. Even an impending presidential election, in which healthcare reform is a top priority, cannot break the...

    • Downloads: 239
  • For eBusiness & Channel Strategy Professionals

    Report:Will Plans Abandon $1.4B In Annual CDHP Profits?

    Health Plans' Service Issues Will Cause Market Deceleration If Ignored

    Recent evidence shows that consumer-driven health plans (CDHPs) are beginning to gain market share faster than Forrester predicted in 2003. However, enrollees in these plans will demand improved...

    • Downloads: 137
  • For eBusiness & Channel Strategy Professionals

    Report:Blue Healthcare Bank Puts The Blues In The Game

    Approval From Feds Levels The Playing Field In The CDHP Market

    Fourteen months after it announced plans to get into the banking business, the Blue Cross and Blue Shield Association (BCBSA) has received federal approval of its application for a federal savings...

    • Downloads: 76