4. Empowered European Consumers Speak with Their Physician about Information Found Online

Manhattan Research, LLCThe Internet's role is increasing in the patient-physician relationship and having an impact on which treatment decisions are being implemented. Still, the physician clearly remains the ultimate voice on this front. Be they the "cyberchondriacs" or the "cyber savvy," consumers in Europe are turning to the Internet for self-education, symptom checking, prescription medication comparisons, and disease education. Not content to just read up or become educated for personal fulfillment, millions are taking the next step to take that information with them to the physician office visit.

Nearly 150 million European consumers in the ten countries studied have accessed health information online; close to 100 million report they are talking about such information with friends and family. And, almost 50 million are talking with their personal physician as a result of the information they researched online. What other channel is driving 50 million consumers to initiate a conversation with their physician today? Although traditional mass media is clearly providing access to disease awareness for very large audiences, the strategic value of the online channel in Europe is clear - the audience is there and waiting.

Another strategic value of the online channel is to provide content that may not be possible through other traditional media channels such as TV and print. For example, companies seeking to educate patients about cancer diagnosis and innovative treatment options may ultimately come to the conclusion that the online channel often provides some of the most efficient access to a targeted audience of disease information seekers. Finally, capturing information at the point of engagement, such as immediately after diagnosis, can provide an opportunity to build a relationship and can truly drive a patient CRM relationship program that may continue for months or years to come.

Five Emerging Trends about European Consumer and Physician Use of New Media

1. Connecting to Physicians, on Their Terms

2. Leverage E-detailing as a Sales Force Supplement

3. Online Physician Portals Evolve into Clinical Resources, Beyond News

4. Empowered European Consumers Speak with Their Physician about Information Found Online

5. In the Absence of Direct-to-Consumer Advertising, Online Content Is Critical

For further information, visit:
http://www.manhattanresearch.com/2008EUTrends.aspx

Source: white paper derived from Cybercitizen® Health Europe and Taking the Pulse® Europe
© Manhattan Research, LLC, 2007

Most Popular Now

Salvat Laboratories announces submission of New Dr…

Salvat Laboratories announced that it has submitted a New Drug Application (NDA) to the FDA for the approval of the first ocular corticosteroid formulated in a nanoemulsi...

Pfizer's elranatamab granted FDA Breakthrough Ther…

Pfizer Inc. (NYSE:PFE) announced its investigational cancer immunotherapy, elranatamab, received Breakthrough Therapy Designation from the U.S. Food and Drug Administrati...

New insights on antibody responses to Omicron vari…

Knowing how well vaccination against one SARS-CoV-2 strain (with or without previous infection) counteracts infection with a different strain is a critical research quest...

Ancient viral DNA in human genome guards against i…

Viral DNA in human genomes, embedded there from ancient infections, serve as antivirals that protect human cells against certain present-day viruses, according to new res...

The origin-of-life molecule, a key to cancer resea…

RNA, the molecule that gave rise to life, has been shown to be essential for repairing human genetic material and preventing mutations that might lead to developing cance...

Bayer with continued strong performance

The Bayer Group maintained its strong business performance across all three divisions in the third quarter. "Despite rising inflation and global supply chain problems, we...

Sugar molecules as a target in cancer therapy

Cancer cells use sugar molecules on their surface to disable attacks by the body's immune system. Researchers at the University of Basel now report on how this mechanism ...

Vividion Therapeutics names Jenna Goldberg as Chie…

Vividion Therapeutics, Inc., a biopharmaceutical company utilizing novel discovery technologies to unlock high value, traditionally undruggable targets with precision the...

COVID vaccination improves effectiveness of cancer…

Patients with nasopharyngeal cancer are often treated with drugs that activate their immune system against the tumor. Until now, it was feared that vaccination against Co...

Making melanoma immortal: Pitt scientists discover…

Scientists at the University of Pittsburgh School of Medicine have discovered the missing puzzle piece in the mystery of how melanoma tumors control their mortality. I...

Pfizer and BioNTech receive positive CHMP opinion …

Pfizer Inc. (NYSE: PFE) and BioNTech SE (Nasdaq: BNTX) announced a booster dose of their Omicron BA.4/BA.5-adapted bivalent COVID-19 vaccine (COMIRNATY® Original/Omicron ...

Study reveals vaccine confidence declined consider…

A new study suggests that, despite the success of the COVID-19 vaccination campaigns, vaccine confidence has declined significantly since the start of the pandemic. Re...