Traditionalist
Key Healthcare & Rx Attitudes
- Extremely low internet usage for information (pre-internet consumer habits)
- Keep-it-Simple "lifestyle" attitude
- Rely on a small circle of "trusted advisors" when making healthcare decisions
- Interested in generics to save money but prefer a single source for Rx
Key Statistics
- 22.8% of Qualified US Consumers*
- 8.61 Million US Consumers (7% of US Population)
- $30 Billion in Estimated Annual Rx Spend
- 29% are retired
- 28% have income less than $50K
- 36% have income from $50K - $100K
- Skew slightly higher female and older
*Segment qualifications: 2+ Rx with 3+ month purchase cycle, researched or bought online in the last 12 mos, US Census weighted