ECRM Case Studies - Persuadable Research Corporation

Background

Persuadable Research primarily conducts consumer research studies for brands, but we routinely do our own internal studies to help us better understand our clients and the categories we serve.  Our internal research is almost always sparked by something that interests our team and benefits our clients.  In 2024, we conducted a series of self-care studies.  One of these studies focused on Physical Self-Care and the role of at-home diagnostic testing, monitors, and health and wellness apps. The results of this study caught the attention of a friend and industry colleague.  We were invited to partner on and sponsor additional research into at-home health care and diabetes.  We presented the results as part of a panel discussion at the ECRM event in Jacksonville, Florida.

​Research Objectives

We conducted two separate studies.  The first study of 1,000 people focused on the awareness and usage of mobility aids, monitoring devices, and safety modifications.  The second study, with a sample of 2,000 additional adults, explored the habits and practices of those who suffer from obesity, diabetes, and prediabetes.  In both studies, we looked into the following areas:

• Where do people shop and why is that their preferred channel?
• Where do they get their information from?
• Which products do they use, and which would they be interested in using?
• How do they pay for the products (self-pay, insurance, a combination)?
• Both studies included a sample of people for whom these products were not relevant.
  • They were asked where they would expect to go for these products.
  • This allowed us to understand the incidence of those groups of relevant shoppers including caregivers, aging adults, those suffering diabetes, obesity, etc.

​Key Insights:  At–Home Health Care

• More than 75% of adults have purchased some type of medical supply in the past 3 years.
  • Key categories included First Aid (bandages, wound care, anti-itch cream, etc.), Personal Care (incontinence support, hygiene products, etc.), and Monitoring Devices (blood pressure monitors, glucose monitors, etc.). Mobility Aids, Bathroom Aids, and Safety Modifications followed.
  • Of those purchasing these products, two groups of shoppers were notable: Caregivers and aging adults
• For those who have purchased in the categories, drug stores and Amazon were preferred shopping locations. Those unfamiliar with the category were more likely to expect to shop at a Medical Supply Store.
• Influencers to purchase were primarily doctors and friends and family. Many also looked to online resources for support.
• Most report paying for at least a portion of these products out of pocket.

​Key Insights:  Diabetes

• 1 in 5 adults have been diagnosed with a blood sugar-related condition (diabetes, prediabetes, hypo/hyper glycemic, and/or insulin resistance).
• Respondents generally did not understand their risks of developing diabetes.
  • About half of those with a family history said they understood their risk of developing diabetes.
  • Over 60% did not understand that lifestyle factors, including diet and being overweight, increased their risk of developing diabetes.
  • Of the sample not diagnosed with diabetes, 10% have been diagnosed as overweight, and another 6% have been diagnosed with pre-diabetes.
• Diabetics indicate they are using an average of 2.5 products to support their diabetes.
  • Products include sugar-free/low-sugar snacks, vitamins and test strips, blood sugar support products, and foot care.
  • 34% of those who indicated they were pre-diabetic are unsure of which products they would use for management and treatment.
• Drug stores were the main retail channel for purchasing diabetes related products, nearly 3 to 1 over Amazon.
  • For those with pre-diabetes, grocery stores were the second most cited retail channel, while those with diabetes prefer mass merchandisers.
• Not surprisingly, primary care providers were key influencers for those with both pre-diabetes and diabetes.

​Why It Matters

Significant opportunities exist for brands to expand into the at-home health care market.  This is an area that is shopped by all generations and income levels as our population ages and the younger population gets “sandwiched” between caring for their aging parents and their own children.  There is an opportunity to educate consumers, patients, and caregivers on the availability of products and options for payment.

We are grateful to our friend Dave Wendland and HRG for their contributions to this study and The Emerson Group for sponsoring the research.

For a copy of the reports or more information on how our custom research can help your brand contact us!