[inlinetweet prefix=”” tweeter=”” suffix=””]U.S. adults, internet use for health information is vast and growing; 8 in 10 adults say they use the internet for health and wellness purposes, an increase of 13% since 2015. (Source: Kantar)[/inlinetweet]
T[inlinetweet prefix=”” tweeter=”” suffix=””]two in five ailment sufferers have seen or heard healthcare advertising on the internet or on a mobile device within the last year. (Kantar)[/inlinetweet]
Among the 61% of patients who had researched prescription drugs online in the past 12 months, 34% had requested a specific prescription drug at least once.
Among patients who had requested an Rx, 25% were prompted to do so by a TV ad and 25% by ads seen online. (DRG)
[inlinetweet prefix=”” tweeter=”” suffix=””]An average 80 DTC ads air every hour on TV[/inlinetweet] (Axios)
Data from DRG Digital | Manhattan Research’s Cybercitizen Health® U.S. 2018 study of 3,084 U.S. patients show that:
Among the 61% of patients who had researched prescription drugs online in the past 12 months, 34% had requested a specific prescription drug at least once.
Among patients who had requested an Rx, 25% were prompted to do so by a TV ad and 25% by ads seen online.
Among the 65% of patients who recalled seeing or hearing TV ads about prescription drugs in the past 12 months, 22% had requested a specific drug.
Among the 49% of patients who recalled seeing or hearing online ads, 42% had requested a specific Rx drug.
TV or online ads may be particularly effective at reaching some condition groups. Among online Rx researchers requesting a prescription, patients with multiple sclerosis, hypertension and Alzheimer’s Disease were particularly likely to cite TV ads as the impetus for their request, while patients with hepatitis C, type 1 diabetes and severe asthma were more likely to cite online ads.
