Many in this generation also have used the internet to try to diagnose themselves or others in their care. A July 2014 study by Pharmaceutical Research and Manufacturers of America (PhRMA) found that 60% of US consumers ages 35 to 49 used medical or health-related websites to research symptoms.
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Key to connecting with these on-the-go, multitasking Gen Xers is seamlessly reaching them across the media they use. Studies have shown that Gen X responds to broadcast, print, email, phone, text messaging, digital video, online chat, social media and direct-mail appeals, especially those that drive attention to complementary digital assets. Read the rest at eMarketer.