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D2C Healthcare Users

Delivered October 9, 2019. Contributor: Benjamin H.

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).

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.

Proposed next steps:

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