E-Health Marketing

Who Will Use Pceh?

Defining a target market is a critical component of marketing. It is estimated that almost 100 million Americans have used the Internet to search for health information (Fox, 2006b). All these individuals are potential users of PCEH delivered by their healthcare provider. However, they are not currently representative of the broader population. Internet users are more educated, younger, and have higher incomes on average. More females than males use the Internet for health-related searches, and individuals with a disability or chronic disease are much less likely to use the Internet than healthier individuals (Fox, 2006a; Fox, 2007). As computer technology becomes more affordable and access to the Internet more prevalent, Internet user demographics are likely to become increasingly inclusive.