POST SUMMARY: Good data, on how online health seekers get information and make healthcare decisions, is hard to get but both Comscore and Kelton/Makovsky has given us a pretty good road map on where to start. Here ae some insights to help online health seekers engage your brand online and seriously consider your product as the answer to their problems.
POST SUMMARY: According to Makovsky Health and Kelton Research just 8% of U.S. Internet users, ages 66 and older, cited pharmaceutical company websites—the lowest response rate across all age groups. Instead, seniors were more likely to turn to WebMD, cited by 48%. Of the 80% of Americans willing to visit a Pharma-sponsored website, those 66 and older were more likely to visit the site if a healthcare professional recommended it (52%).
There are a lot of defeatists when it comes to DTC marketing exploring new opportunities. My last post on why drug companies need online communities was met with “we can’t” and reasons why it won’t work but that is not an acceptable answer. Stop saying “we can’t” and start asking “what’s best for our audience?”
POST SUMMARY: Less than 10% of those surveyed use the web, email or text to set up appointments with doctors. And only 21% use the web to look at their health data. This lack of modern technology could at least partly be responsible for challenges around preventative care in America, as 40% of respondents said they receive no ongoing care recommendations from their physician.
POST SUMMARY: Google searches for certain medical conditions will now bring up typical symptoms and treatments, along with details about how common the condition is. All answers are compiled, curated, and reviewed by a team of medical doctors at Google and the Mayo Clinic, using a combination of clinical knowledge and high-quality medical sources across the Internet.
POST SUMMARY: While your web analytics might indicate that you are getting a lot of traffic to your product website upstream and downstream analysis indicates that visitors are also going to other health websites to both fact check your claims and help them better understand complicated health language.
POST SUMMARY: As health care systems around the world shift toward models that emphasize self-care management, there is increasing pressure for patients to obtain health information online. Overall online health seekers display awareness of potential problems related to online health information seeking. The need for enhanced patient communication skills and eHealth literacy assessments that are accompanied by targeted resources pointing individuals to high-quality credible online health information, and the need to remind patients of the importance of consulting a medical professional when they use online health resources to diagnose and treat a health issue is a substantial gap.