PROBLEM STATEMENT

Research has looked at marketing towards demographics like gender, income level, age and
ethnicity. Very little research has been done on healthcare marketing communication with
respect to different demographics. Although ecommerce is ready to assist healthcare
industry, Internet especially online retail and social media may not be for everyone, the
older generation of consumers may still want to receive healthcare marketing
communication through traditional formats. If marketing does not change among different
age groups, there will be a gap in receiving and understanding right information, hence
affect the whole marketing process. The main question is, how marketing communication to
health consumers vary by age group and do these age groups prefer to accept the
healthcare communication through online? Furthermore, due to ecommerce, health and
wellness products have been in major demand in Malaysia for a healthy lifestyles. For an
example, B2C healthcare e-commerce designed to inform healthcare consumers about
health products and services. In order for the online retailers to remain competitive,
number of healthcare consumers must increase under a friendly user interface. However,
healthcare requires a level of quality to be maintained because despite consumer's spending
power, most of them may not have any healthcare knowledge to make decisions.