Jessica Erley

About Jessica Erley

Jessica Erley is a senior analyst in the Life Sciences Research division, where she conducts analyses for both tracking and custom research studies, with a particular focus on brand and messaging work. Her background includes quality, efficiency, process improvement and sales. Her experience includes a variety of analytical methodologies across numerous therapeutic areas. She excels in the development of tracking and ad hoc work focused around nimble, repeatable reporting that addresses key concepts and provides valuable insight into the questions at hand. Jessica earned an MBA from Wayne State University and a bachelor’s degree in industrial and operations engineering from the University of Michigan. In addition to her market research interests, she holds an associate’s degree of applied sciences in the culinary arts as well as several certifications in wine and spirits and enjoys cooking, dining out, and exploring with her husband and two daughters in their home city of Chicago, Illinois.

The Financial and Emotional Upside of Marketing to Caregivers

The Financial and Emotional Upside of Marketing to CaregiversHealthcare marketers may be talking to the people who use their products—but are they talking to the people who buy their products? It’s an important distinction, and in many cases, these two stakeholders may not be the same.

In a recent self-funded study, the healthcare research team at Market Strategies International-Morpace honed in on how caregivers interact with healthcare services and products in relation to the loved one they care for. The results are striking in their implications for healthcare marketers. Nearly one-third (29%) of the adult population is responsible for caring for another adult with a debilitating medical condition. Of this group, 52% buy over the counter (OTC) medications for their loved one and in many cases without their loved one’s input—which begs the question, why aren’t more healthcare marketers actively trying to connect with caregivers?

Role in Deciding Which OTC Medication to Buy Continue reading