Hints for pharma about online consumers
The research reveals that consumers who search online for health information are more informed and action-oriented when it comes to their health than those who do not turn to the Internet.
By on Jul 24, 2006The research reveals that consumers who search online for health information are more informed and action-oriented when it comes to their health than those who do not turn to the Internet.
Health searchers exhibit a different mindset than non-searchers because they have an insatiable appetite for knowledge concerning their health and medications, says Bonnie Becker, Director of Pharmaceutical Category for Yahoo Search Marketing. Although they view their doctor as an expert, they also view themselves as the utmost authority on what is best for them when it comes to their health.
The survey was commissioned by Yahoo in conjunction with Hall & Partners Healthcare to learn more about searchers attitudes and behaviors and the impacts on doctor visits and drug prescriptions. The study of online health information seekers was done with an emphasis on those searching for allergy, depression and high cholesterol information.
Among approximately 80 million online consumers in the US, 55% say they have used an Internet search engine to research healthcare information in the past 3 months.
The research shows that online searchers are hyper-engaged and leverage nearly twice as many information sources to learn about disease states and prescriptions as the average consumer. And as a result, they are twice as likely to view third-party health sites, like Yahoo Health, and are three times more likely to spend time on pharmaceutical branded Web sites searching for information on health conditions.
Among online searchers, 63% visited health information websites, 30% viewed brand/drug websites and 24% turned to pharmaceutical websites for information. Online searchers say they spent the most time with these sources: online search engines (68%), health sites (51%) and brand/drug sites (23%).
Sixty-five percent (65%) of those using the Internet to search for health information say privacy is a key driver. In addition, 64% say it is the fastest way to get information about healthcare. Sixty-three percent (63%) say it is faster than waiting to speak with their doctor and 61% reveal it helps them take control of their life.
Patients say it is an important (87%), trustworthy (79%) and relevant (71%) way to find out more about a health condition.
Among those seeing their doctors after a search, 71% said they would or did speak with their doctor about a drug. Forty-five percent (45%) say they would or did speak with their physician about a variety of drug brands, while 30% said they would or did discuss a specific type of drug (e.g. depression medication). Twenty-seven percent (27%) said they would or did discuss a specific brand of drug (e.g. Wellbutrin).
According to the study, consumers searching online for health information are open to marketing messages. Twenty percent (20%) of consumers say they were driven to search online because they saw an advertisement and wanted more information. Searchers also are 130% more likely to have seen an online advertisement and view it as informational. And 70% of online searchers will question their doctor if they are prescribed a brand different than what they searched for online.
These findings suggest having a high profile in search is crucial for pharmaceutical companies to capture and engage the attention of their most motivated audience, Becker says.