When we started Fenway Medical, we wanted to design a web site for baby boomers who have taken on the responsbility of caring for their parent at home. We wanted www.fenwaymedical.com to be a place where medical and incontinence supplies could be ordered and shipped directly and discretely to your home. We also wanted our site to be a place where adults could go for caregiving advice since the majority of them would be taking on this change for the first time. Skeptics of our business, some of our own family members included, stated that our target audience is not internet saavy enough to utilize our services. Statements were made that the elderly and not so affluent population did not even have access to computers to gather the information that we provide.
A recent study by the Pew Research Center out of Washington DC shows that this is not the case. In research done from 2005 to 2008, the popluation ages 70-75 have increased their internet useage by 19%. One-fourth of this demographic was on-line in 2005 compared to 46% being on-line in 2008. Most elderly users access the internet for e-mail but as they become more familiar with the format, they will visit sites and informational pages such as Fenway Medical's. It is this audience and this demographic that we know will change as the world changes and who we hope we can provide with services that they need.
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Chris, as far as reaching the target audience, most of the caregivers are tech savvy and as the baby boomers enter their sixties, you will see an increase in internet savvy people needing to order your product. As time goes on, this need will only increase due to the increase in numbers of the elderly, and the increased ability of the caregivers to order products online. Whatever anyone can do to make a caregivers life a little easier is nothing short of a blessing. You provide a much needed service and I think that will only increase as time goes on.
ReplyDeleteEdie Dykeman