Search behavior varies based on stage of illness
In a survey of 12,000 consumers, respondents fell into one of five categories:
■ 27% were undiagnosed
■ 11% were diagnosed with an illness but not yet taking a prescription medication
■ 24% were diagnosed and taking prescription medication with no plans to change
■ 13% were diagnosed but considering switching their current medication
■ 25% were diagnosed and considering stopping their current medication
The survey showed that in the diagnosis stage prior to taking a prescription drug, 50% of consumers relied heavily on search to determine if taking a medication is right for them.
“In order to…have maximum impact, marketers must not only include search in their overall marketing mix, but also tailor their messages to address consumers’ specific needs and concerns at critical phases during their search,” said Bonnie Becker, senior director, pharmaceutical category for Yahoo! Search Marketing.