Manhattan ResearchSearch engines and Wikipedia play a major role in how European consumers retrieve health information online, reports leading global pharmaceutical and healthcare research firm Manhattan Research from its Cybercitizen® Health Europe v8.0 strategic research and advisory service. With the lack of comprehensive, accredited health portals in many European markets, these tools fill the gap for consumers looking for disease, symptom, treatment, and product information relevant to their language and locality.

The majority of adults online in Europe used search engines to look up health information in the past 12 months, and many report that they turn to a search engine first over going directly to a health site when beginning their quest for information. The collaborative online encyclopedia Wikipedia ranks as a top site used for health in most of the countries surveyed in Cybercitizen® Health Europe.

"Healthcare companies should monitor local Wikipedia sites to ensure that brands and products are represented accurately. The majority of online European consumers expect that pharmaceutical, biotech, and medical device companies monitor Wikipedia entries about their products," said Meredith Abreu Ressi, Vice President of Research at Manhattan Research. "Of course it is important for companies to be vigilant in their approach to editing or altering Wikipedia entries. Making sure that content is complete is one thing - selective removal of content is clearly another."

Cybercitizen® Health Europe is a syndicated multi-client study and advisory service focused on key research topics and trends impacting the European consumer health marketplace - with the goal of enabling companies to make better informed decisions when planning and executing marketing strategies. The study was fielded online among 4,079 European consumers from the United Kingdom, Germany, Spain, Italy, France, Belgium, Sweden, the Netherlands, Poland, and Portugal. For additional product information, please visit

Strategic White Paper
The "Connecting with Europeans Online for Health" white paper is derived from Manhattan Research's Cybercitizen® Health Europe v8.0 study and advisory service and contains key market data, trends and strategies for pharmaceutical and healthcare companies. Access the paper here:

About Manhattan Research
Manhattan Research, a Decision Resources, Inc. company, is a leading market research and advisory firm for pharmaceutical and healthcare companies. For more information, visit

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