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

AstraZeneca enters license agreement with KYM Bios…

AstraZeneca and KYM Biosciences Inc.* have entered into a global exclusive licence agreement for CMG901, a potential first-in-class antibody drug conjugate (ADC) targetin...

Pill for skin disease also curbs excessive drinkin…

Researchers from Oregon Health & Science University and institutions across the country have identified a pill used to treat a common skin disease as an "incredibly promi...

Pfizer's elranatamab receives FDA and EMA filing a…

Pfizer Inc. (NYSE:PFE) announced today that the U.S. Food and Drug Administration (FDA) has granted Priority Review for the company's Biologics License Application (BLA) ...

Pfizer receives positive FDA Advisory Committee vo…

Pfizer Inc. (NYSE: PFE) announced that the U.S. Food and Drug Administration's (FDA) Vaccines and Related Biological Products Advisory Committee (VRBPAC) voted that avail...

"Semantic similarity" leads to novel dru…

The words that researchers use to describe their results can be harnessed to discover potential new treatments for Parkinson's disease, according to a new study published...

US FDA Advisory Committee votes to support effecti…

GSK plc (LSE/NYSE: GSK) announced that the US Food and Drug Administration (FDA) Vaccines and Related Biological Products Advisory Committee (VRBPAC) voted that the avail...

Tumour cells' response to chemotherapy is driven b…

Cancer cells have an innate randomness in their ability to respond to chemotherapy, which is another tool in their arsenal of resisting treatment, new research led by the...

Nanosatellite shows the way to RNA medicine of the…

The RNA molecule is commonly recognized as messenger between DNA and protein, but it can also be folded into intricate molecular machines. An example of a naturally occur...

Gene and cell therapies to combat pancreatic cance…

Pancreatic cancer is an incurable form of cancer, and gene therapies are currently in clinical testing to treat this deadly disease. A comprehensive review of the gene an...

First nasal monoclonal antibody treatment for COVI…

A pilot trial by investigators from Brigham and Women's Hospital, a founding member of the Mass General Brigham healthcare system, tested the nasal administration of the ...

Digital twin opens way to effective treatment of i…

Inflammatory diseases like rheumatoid arthritis have complex disease mechanisms that can differ from patient to patient with the same diagnosis. This means that currently...

AI conjures proteins that speed up chemical reacti…

For the first time, scientists have used machine learning to create brand-new enzymes, which are proteins that accelerate chemical reactions. This is an important step in...