By 2030, all Baby Boomers will have turned 65. Many health marketing are scrambling to find ways to target these older adults on the internet for all of their healthcare needs. However, older adults are one of the least likely groups to have internet access. A new study reveals health marketing dollars might be better spent targeting the loved ones (or caregivers) of this consumer group, rather than marketing to boomers themselves.

According to the study, 24% of U.S. adults care for another adult, 3% care for children with significant disabilities, and another 3% care for both an adult and a child. In total, 30% of all adults in the U.S. are caregivers. This makes up a significant percentage of the market, providing an enormous internet marketing opportunity for the healthcare industry. The study further revealed that 88% of caregivers with web access look to the internet for healthcare information. Caregivers are active consumers of online health information.

When a loved one is in need, family caregivers stop at nothing to help. The first step in this process usually involves researching for relevant information and for people to relate to. More and more, we are seeing online communities sprouting up, offering healthcare information and support via the internet. The study shows that caregivers are more likely than other internet users to take advantage of these healthcare social tools.

When it comes to health marketing and older adults, it is important not to forget this extremely influential group. Caregivers not only tend to their loved one’s physical needs, but also their information needs. The internet is a key resource in their quest to provide this love and support.