Web Watch

Share this article:
Eight out of every 10 people that use the Internet go online for health information and most of these people start with a search engine. This represents 113 million adults in the US that look for health information online according to the Pew/Internet survey released at the end of October.
Women now outnumber men when it comes to health information online. Women have traditionally been the healthcare gatekeepers in the family and the Pew study shows that 82% have searched online for health information versus 77% of men.

Approximately two out of every three health searchers online look for information about a specific disease or condition and about 49% search the web for information about diet, nutrition, vitamins and supplements. This trend for health and wellness is also evident by the increasing number of people (44%) who look online for information about exercise and fitness.

For 66% of online health seekers, a search engine is the starting point while 27% go directly to one of their favorite health-related Web sites. These sessions seem to enhance doctor-patient dialogue as 54% of the respondents said the information they found led them to ask their doctor questions or to get another opinion.

Healthcare marketers may also be interested in a study conducted by DoubleClick, a provider of digital marketing technology services. The study confirmed a growing trend called “view through” which follows visitors after they are exposed to a banner or link to see if any action is taken. With regard to online ads, respondents were twice as likely to notice an ad—and not click on it—then visit the advertised site later (61%) as they were to click on the banner ad (30%). For marketers that only factor in click-through rates, this research suggests the impact of Web advertising may be far greater than previously thought.

Dan McKillen is president of the HealthDay news service

Share this article:
You must be a registered member of MMM to post a comment.

Email Newsletters

MM&M EBOOK: PATIENT ACCESS

Patient access to pharmaceuticals is a tale of two worlds—affordability has improved for the majority, while the minority is hampered by cost, distribution and red tape. To provide marketers with a well-rounded perspective, MM&M presents this e-book chock full of key insights. Click here to access it.

More in Channel

Five things for pharma marketers to know: Monday, September 15

Five things for pharma marketers to know: ...

Pharma has sought 76 meetings with FDA over biosimilars; Gilead licenses Sovaldi to India generic drugmakers; Pfizer and Ranbaxy Lipitor lawsuit dismissed.

Liraglutide, aiming for new indication, gets new name

Liraglutide, aiming for new indication, gets new name

Why Novo Nordisk is choosing not to leverage Victoza's brand equity as it seeks a weight-loss indication for liraglutide.

Five things for pharma marketers to know: Friday, September 12

Five things for pharma marketers to know: Friday, ...

An FDA panel voted in favor of liraglutide for weight loss; Allergan investors backing an attempted takeover of the firm crossed a critical threshold; and 100 million health wearables are ...