The Internet Has More Influence Over Consumer Health Actions than Traditional DTC Channels

Manhattan ResearchThe Internet has considerably more influence over consumer health decisions and actions than traditional channels like print, TV and radio, according to pharmaceutical and healthcare market research company Manhattan Research's latest report, "Health Influence Mapping: Benchmarking the Influence of Various Sources on Consumer Health Actions." The report also points out that though the Internet's role in healthcare has soared over the past decade, healthcare professionals still have the strongest effect on consumer health behavior.

"With all the changes in media and healthcare, we think it's critical for marketers to take a step back and check their assumptions around the relative influence of various health sources on consumer behavior," said Monique Levy, Senior Director of Research at Manhattan Research and lead author of the report. "We found many interesting results that can help marketers better align their marketing strategies in 2010. For example, despite the buzz around social media, editorial health content still has significantly more influence over consumer health actions than various forms of social media."

The Health Influence Mapping Research Module is part of Manhattan Research's Cybercitizen Health® v9.0 market research and strategic advisory service. It evaluates and benchmarks the relative influence of various online and offline health sources on consumer health decisions and actions with the goal of helping marketers better align and implement their marketing strategies. For more information and an excerpt from the report, please visit: http://www.manhattanresearch.com/products/Research_Modules/Consumer/influence-consumer-health-dtc-marketing.aspx.

Topics Covered in Report

Title: Health Influence Mapping: Benchmarking the Influence of Various Sources on Consumer Health Actions

I. The Relative Influence of the Internet on Consumer Health Decisions and Actions

  • Percentage of Consumers Whose Health Decisions and Actions are Strongly Influenced by Various Health Sources
  • Percentage of Consumers Whose Health Decisions and Actions Are Strongly Influenced by Various Online Sources
  • Reach and Relative Influence of Various Health Sources

II. Profile of Consumers Highly Influenced by Internet, TV, and Doctors

  • Rx and Influencer Characteristics of Consumers Highly Influenced by Internet, TV, and Doctors
  • Age and Gender Profile of Consumers Highly Influenced by the Internet, TV, and Doctors
  • Employment, Income, and Education Profile of Consumers Highly Influenced by the Internet, TV, and Doctors
  • Internet Access and Device Ownership Profile of Consumers Highly Influenced by the Internet, TV, and Doctors

III. Outlook: The Evolving Role of the Internet on Consumer Health

  • Percentage of Consumers Whose Health Actions are Influenced Moderately, Little or Not at all by Various Online Source
  • Outlook for the Empowered Online Health User and Online Health

IV. Leveraging the Health Influence Landscape for Healthcare Marketing

  • Share of Patient Base Physicians Report Bring Online Information into Consultation
  • Viagra.com Showing Examples of Tools to Promote Discussions between Patients and Physicians
  • iPatientEd and CobbMeter - Examples of Digital Products that Support Patient-Physician Consultations
  • Phreesia Patient Check-In Solution
  • Kyp's iKyp Webkey and Other Products
  • Kyp Teams with Agency and Major Pharma to Boost Patient Education and Adherence for Psoriasis
  • Nurses' Belief on How They Influence Patient Treatment Choices
  • Examples of Nurse Access on myhumira.com
  • Viral Health Marketing on Bannermoments.com
  • Inspire.com Powering Health Community on Association Websites
  • Healthcare Monitor by Jellyvision Lab

About Cybercitizen Health® v9.0
Access to the Health Influence Mapping Research Module is immediately available to subscribers of Manhattan Research's Cybercitizen Health® v9.0 market research and strategic advisory service.

Cybercitizen Health® v9.0 was fielded in Q3 2009 among 8,600 U.S. adults (ages 18+). The consumer market research and strategic advisory service focuses on how consumers use newer media and technology for health and its impact on treatment and product decisions. In addition to the data, clients receive strategic deliverables including research reports, client briefings, and access to the Manhattan Research analyst team to answer specific questions. Broad consumer research can also be segmented to derive insight into a wide range of eHealth preferences and behaviors for over 100 therapeutic groups.

For more information about subscribing to this service and gaining access to the in-depth physician market data and analysis, visit http://www.manhattanresearch.com/cch.

About Manhattan Research
Manhattan Research, a Decision Resources, Inc. company, is a leading market research and advisory services firm for global pharmaceutical and healthcare companies. For more information, visit http://www.manhattanresearch.com.

About Decision Resources, Inc.
Decision Resources, Inc. is a cohesive portfolio of companies that offers best-in-class, high-value information and insights on important sectors of the healthcare industry. Clients rely on this analysis and data to make informed decisions. Please visit Decision Resources, Inc. at http://www.decisionresourcesinc.com.

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