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 takes next steps towards broad and equ…

AstraZeneca has taken the next steps in its commitment to broad and equitable global access to the University of Oxford’s COVID-19 vaccine, following landmark agreements ...

Johnson & Johnson announces acceleration of it…

Johnson & Johnson (NYSE: JNJ) (the Company) today announced that through its Janssen Pharmaceutical Companies (Janssen) it has accelerated the initiation of the Phase 1/2...

Low-cost dexamethasone reduces death by up to one …

In March 2020, the RECOVERY (Randomised Evaluation of COVid-19 thERapY) trial was established as a randomised clinical trial to test a range of potential treatments for C...

Sanofi invests to make France its world class cent…

Sanofi detailed plans on how the Company will make significant investments in France to increase its vaccines research and production capacities, and contribute in respon...

Calquence showed promising clinical improvement in…

Results published in Science Immunology showed that Calquence (acalabrutinib), a Bruton’s tyrosine kinase (BTK) inhibitor, reduced markers of inflammation and improved cl...

Super-potent human antibodies protect against COVI…

A team led by Scripps Research has discovered antibodies in the blood of recovered COVID-19 patients that provide powerful protection against SARS-CoV-2, the coronavirus ...

New consortium EUbOPEN will provide tools to unloc…

Almost twenty years after deciphering the human genome, our understanding of human disease is still far from complete. One of the most powerful and versatile tools to bet...

AstraZeneca to supply Europe with up to 400 millio…

AstraZeneca has reached an agreement with Europe's Inclusive Vaccines Alliance (IVA), spearheaded by Germany, France, Italy and the Netherlands, to supply up to 400 milli...

Up to 45 percent of SARS-CoV-2 infections may be a…

An extraordinary percentage of people infected by the virus behind the ongoing deadly COVID-19 pandemic never show symptoms of the disease, according to the results of a ...

Researchers identify potent antibody cocktail to t…

Researchers at the University of Maryland School of Medicine (UMSOM) evaluated several human antibodies to determine the most potent combination to be mixed in a cocktail...

Gilead announces results from Phase 3 Trial of rem…

Gilead Sciences, Inc. (Nasdaq: GILD) announced topline results from the Phase 3 SIMPLE trial in hospitalized patients with moderate COVID-19 pneumonia. This open-label st...

Mayo finds convalescent plasma safe for diverse pa…

Mayo Clinic researchers and collaborators have found investigational convalescent plasma to be safe following transfusion in a diverse group of 20,000 patients. The findi...