D2C Healthcare Users

Part
01
of three
Part
01

Direct-to-Consumer Healthcare Psychographics

Top interests of D2C are technology, news, entertainment, finance, and health. The D2C at-home testing consumers are interested in technology that ads value to their lives such as wearables to track their health and in taking more control of their health. They value their health, technology, and immediate and easily-accessible communication. They believe that they are in excellent or great health, and that technology helps better their lives. They dislike disjointed communications and in-person meetings that could have been done virtually.

PSYCHOGRAPHICS OF DTC HEALTHCARE CONSUMERS

  • Deloitte states that trailblazers are the most likely to consider at-home and diagnostic testing. They define trailblazers as the youngest segment of the healthcare market, in the highest income group. They are more often men than women, track their health, and are most likely to be in excellent health. They value their health and are likely to have healthy diets, practice meditation, and exercise.
  • Many of these consumers are accustomed to using easy apps and digital platforms for all areas of life including shopping and health care.
  • At-home testing consumers value technology and use it more than any other group in the healthcare market. They value their health and do not mind using technology to share health information with doctors and having virtual visits. They also value communication and will change doctors if they are dissatisfied with the communications.
  • Deloitte finds that the second-youngest segment, coined prospectors, also value their health and technology, and are tied with trailblazers in their willingness to try virtual care such as at-home testing.
  • At-home test consumers value tracking their health as evidenced by the 44% of consumers that report being comfortable using at-home blood tests that connects to an app to track their overall health like measuring cholesterol, blood glucose, and others. Forty-one percent are willing to send in stool samples to make informed nutrition choices and forty-five of consumers use at-home genetic tests to identify current or future health problems.
  • People who believe that they are in excellent or good health are more likely to use at-home tests.
  • At-home consumers are interested in news and media, health, electronics and technology, finances, and eCommerce.
  • Top search topics searched by at-home testing consumers include health, news, family, finance, entertainment, shopping, science, and medical searches.
  • Some at-home consumers distrust doctors, whereas others can't afford a primary healthcare provider.

STRATEGY

Information regarding the interests of at-home testing consumers was not readily available. We conducted a social analysis of top at-home testing providers such as Erverlywell and Helix to identify the interests of those who visit their websites as they were likely consumers or interested in at-home testing products. The other data was compiled from publicly available and trusted sources like Deloitte.
Part
02
of three
Part
02

Direct-to-Consumer Healthcare Demographics

The majority of D2C at-home testing consumers are white and female, and nearly half of them fall to the $100,000 or higher income bracket. More than two-thirds of them are employed.

Demographics

AGE

  • According to a research report by Dr. J. Scott Roberts of University of Michigan School of Public Health and other authors, nearly one-third (29%) of D2C at-home testing consumers are between 18-34 years old, while 34.7% are part of the 35-54 age bracket and 36.3% are aged 55 and up.

INCOME

  • Income demographics of D2C at-home testing consumers goes as follows: less than $40,000 (16.3%), between $40,000-$69,000 (18.4%), between $70,000-$99,000 (19.7%), and $100,000 or higher (44.2%).

EDUCATION

  • Meanwhile, 22.1% of D2C at-home testing consumers have attained some college level education or lower and 77.9% have earned a college degree or greater.

GENDER

  • At least 60.4% of D2C at-home testing consumers are female, while 39.6% are male.

RACE/ETHNICITY

  • Around 90% of D2C at-home testing consumers are White, while 5.4% are Hispanic/Latino, 4% are Black, and 0.6% are from another race/ethnicity.

EMPLOYMENT STATUS

  • About 62.3% of D2C at-home testing consumers are employed, 20.7% are retired, 9.2% are self-employed, 6.6% are unemployed, and 7.6% are still students.

ADDITIONAL FINDINGS

  • Some of the key players in at-home testing D2C healthcare are Pathway Genomics, 23andMe, Mapmygenome, Siemens Healthineers, EverlyWell, Laboratory Corporation of America Holdings (LabCorp), Illumina, Inc., and Ambry Genetics Corporation, among others.

Research Strategy:

Our research began by exploring press releases from PR Newswire and GlobeNewsWire, among others for relevant information. We also consulted research and analysis sources such as Deloitte, CB Insights, etc., as well as research reports from Karger, BMC Health Services Research, and NCBI, among others. We found consumer demographics of at-home testing D2C healthcare solutions, including their age, income, education, gender, race/ethnicity, and employment status. However, we did not find information on marital status and location.

We then searched for key players of D2C at-home testing using industry sources such as MobiHealthNews, Technology Review, and QZ, among others, along with industry reports such as Research and Markets. We aimed to obtain the marital status and location information of the individual players to present as proxy for the overall consumer segment of at-home testing kits. With this strategy, we found key players such as Pathway Genomics, 23andMe, Mapmygenome, Siemens Healthineers, EverlyWell, Laboratory Corporation of America Holdings (LabCorp), Illumina, Inc., and Ambry Genetics Corporation, among others. However, there was no available information about the demographics of the companies.

Next, we decided to expand our scope to the D2C healthcare solutions market as a whole. We searched for the marital status and location demographics of the D2C healthcare solutions market using industry sources such as CB Insights, Accenture, eMarketer, and CoreDNA, among others, as well as media sources like Forbes and Entrepreneur. However, we did not find any consumer demographics data for D2C healthcare solutions, specifically their marital status and location demographics.

Due to the lack of pre-compiled reports, we concluded that there is no publicly available information regarding the marital status and location demographics of the consumers of at-home testing D2C healthcare solutions. A probable reason for the absence of data is the highly specific criteria.
Part
03
of three
Part
03

D2C Healthcare Brand Reviews

Customer reviews for EverlyWell at-home vitamin D, metabolism and food sensitivity tests were evaluated. From customers' view points, all products were easy to use at home. Needing high amount of blood sample was a negative point for the vitamin D test. A disappointing issue after using metabolism test was that the result expressed only qualitatively. Some customers who bought food sensitivity test, complained about its inaccurate result.

EVERLYWELL AT-HOME VITAMNIN D TEST

Positive customer review

Negative customer review

EVERLYWELL METABOLISM TEST

Positive customer review

Negative customer review

  • A customer in company's website wrote the following review: "Didn't give clear results just all yeah you in range. I would have liked to hear it's normal, low, high". The same issue was mentioned by customers in google shop and CVS pharmacy.
  • Another customer in company's website was not satisfied and expressed: "Not what I was expecting , I thought it would give me insight about my metabolism. Instead, it just gave me hormone levels". The same was discussed by other buyers in google shop and CVS pharmacy.

EVERLYWELL FOOD SENSITIVITY TEST

Positive customer review

  • As all the other product mentioned above, this product was easy to use at home as well and this is claimed by many customers in company, Amazon and CVS pharmacy websites.
  • Some customer has praised the product to be very helpful and even life changing in company, Amazon and CVS pharmacy websites, as many of them suffer allergic reactions to some foods and this product helps them recognize their food sensitivity.

Negative customer review

  • Many reviews were about not accurate results as two Amazon customers said: "Too general and not accurate. Too pricey. Wish We could have a full refund back"; "I bought this test for my husband, who has done the elimination diet and found wheat and peanut butter were highly reactive for him. This test came back with 16 foods of mild reactivity and 80 foods with low reactivity. He had been eating both wheat and peanut butter prior to taking this test, so I really don’t understand why those didn’t come back highly reactive??? I wish we could get our money back and just went with the elimination diet results". The same issue was objected a lot in EverlyWell and CVS pharmacy websites.
  • Many customers wrote in company's website that the result was complicated and confusing as an example one said: "After taking the test, I think about my IgG score on particular ingredients when I order or prepare meals, but I still don't understand how that particular score effects my overall health. It would be nice if I knew that eliminating foods with a mild sensitivity could ease bloating, improve sleep, increase muscle recovery, etc." It was also mentioned in Amazon and CVS pharmacy websites.
Sources
Sources

From Part 03
Quotes
  • "https://www.everlywell.com/products/vitamin-d-test/?hpcmc"
Quotes
  • "In efforts to improve my health, I chose to get my vitamin d3 measured before taking supplements. The instructions were clear and easy to follow. Results were given back to me in the time promised. I will be using this product again."
  • " starsEverlywell stands by their product! Update: To my original review. I was super frustrated with the lancets. Erica from Everlywell reaches out to ask about buying more kits -I e-mailed back and said I threw the kit out because I could not get the lancets to work. She patiently got me the right info and replaced the kit. They are serious about people having the information and ability to manage their own health. I so appreciate how the company managed this! I tell everyone just buy these kits and take charge of your health."
  • "It took 1.5 weeks to get back when I mailed it out on a Tuesday. For a cheaper price, I could have bought a lab test at directlabs or quest and walked into one of the labs for the blood draw, receiving the results in 2-3 days. Would have been less painful as I had to slice up my fingers (waited 3-4 days for that cut to heal) to get enough blood for each of those spots."
  • "I was only able to get two drops out of my finger, and 5 are required. So I reluctantly used the second lancet on the ring finger of my other hand. Now I have two very painful bruised fingers. The bleeding restarted several times and I dripped blood on my bathroom counter trying to get them rebandaged. I screamed in pain when my 14 month old grabbed my finger during a diaper change."
Quotes
  • "https://www.everlywell.com/products/metabolism/?hpcmc"
Quotes
  • "https://www.everlywell.com/products/food-sensitivity/"