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Research Outline
Prepared for Mandolin M. | Delivered October 9, 2019
D2C Healthcare Users
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Goals
To brief a client by obtaining the psychographics and demographics of consumers who patronize direct-to-consumer (D2C or DTC) healthcare solutions (especially at home testing).
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Early Findings
In terms of diagnostics,
23andMe
successfully helped in creating direct-to-consumer
genetic testing
. Several startups have followed suit and are now raising money within the direct-to-consumer carrier screening and testing markets.
According to Ashleigh Hinde, CEO and founder of Waldo, consumers are choosing "smaller companies that are “
thoughtful
” about their products and
closer to their customers
".
Due to competition from
direct-to-consumer
brands, GlaxoSmithKline (a
healthcare giant
) is rethinking the way it connects with its customers.
Carlton Lawson, GlaxoSmithKline's head of global categories, considers small companies with "close customer relationships as
more of a threat
than the likes of Unilever or P&G".
A Fast Company report reveals that
younger consumers
have shown an increased
preference for shopping online
. This has positioned D2C brands as a major threat to traditional primary care providers.
In addition to this public search, we scanned our proprietary research database of over 1 million sources and were unable to find any specific research reports that address your goals.
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