A marketing analysis of how baby boomers can manage their chronic health conditions through digital health information technologies

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A marketing analysis of how baby boomers can manage their chronic health conditions through digital health information technologies

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Title: A marketing analysis of how baby boomers can manage their chronic health conditions through digital health information technologies
Author: Nettleton, Laura Jeanne
Abstract: This paper explores chronic health issues as it relates to baby boomers and their use of digital technology. After considering how baby boomers use mobile devices and Internet technologies and what types of information they seek out within these platforms, further examination is done on health related topics such as healthcare, health literacy, and chronic health conditions. In recognition of baby boomers' likely development of one chronic condition or multiple occurring ones (known as comorbidity), three new health technologies are analyzed based on their ability to help individuals manage their chronic conditions. From these three technologies, smart pills, the Health Journal for Pain, and lx Conversations, individual marketing plans are recommended according to how they will benefit baby boomers in regards to better self health management in later adulthood years.
Department: Advertising
Subject: Health Information Technologies HIT Chronic diseases Comorbidity
URI: http://hdl.handle.net/2152/ETD-UT-2011-05-3006
Date: 2011-05

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