Consumer healthcare research has increasingly moved to the internet, and now consumers are beginning to manage their pharma prescriptions online as well.
Baby boomers are the generation most likely to have pharmaceutical needs, and as such, they are defying digital norms by leading, rather than following, the online trend. More than one-third of baby boomers were already managing their prescriptions online, according to October research from customer experience management company Empathica. And nearly as many baby boomers were actually filling those prescriptions online, a higher percentage than either Generation X consumers or millennials doing the same. Read the rest at eMarketer.