Study author points to pharma to take advantage of boomer texting

Study author points to pharma to take advantage of boomer texting

Text messaging is shaping up to be a good way for pharma to reach baby boomers, findings from online marketing research firm InsightExpress suggest. Eighty percent of younger baby boomers (aged 45–54) and 79% of older baby boomers (aged 55–64) use mobile phones. Although they are outpaced by younger generations, 16% of younger boomers and 10% of older boomers send or receive text messages every day. Joy Liuzzo, director of mobile research at InsightExpress, cited pharma as one industry that could really take advantage of the boomer texting trend. She told MediaPost that a pharma text message program could allow users to create an online account for reminders about when to take their medicine.