If there was any doubt, online health video has officially arrived as a means of reaching consumers. Almost half of those researching drug info online include health videos in their search sessions, according to Manhattan Research.
The study also found that nearly three quarters of those watching health videos as part of their searches performed additional research afterward, suggesting that the videos spur action.
"The growing health video audience represents a strong opportunity for DTC marketers, particularly because this media format leads to considerable post-visit action," said Monique Levy, senior director of research at Manhattan Research. "Understanding what kind of health videos to develop, and which websites or online channels to put them on, however, is critical to success.