Online Healthcare Empowers Consumers

Translate Request has too much data
Parameter name: request
Translate Request has too much data
Parameter name: request
Healthcare consumers go online for an increasing variety of healthcare information and services, including looking for doctors, researching medicines, sharing personal health details and tracking health conditions for themselves and their loved ones. Because of this high level of engagement, consumers have become more involved in their own care and are rejecting mass communications in favor of a more personalized approach.

While consumers are becoming more self-reliant and empowered, healthcare providers are beginning to offer their services online and learning how to become more consumer-focused.

Given this evolution, online healthcare marketers in the US have the opportunity to build a bridge between healthcare providers and patients. Savvy marketers will find ways to overcome trust and regulatory issues, simplify the glut of medical information and reach consumers with customized, targeted, actionable counsel to help them to take charge of their health.

Key questions

Who goes online most for healthcare and pharmaceutical information?How is the convergence of healthcare and technology changing the way consumers access health resources online?What are the top sources for online health information?What roles are social media and mobile playing in online health information and treatment?Healthcare consumers go online for an increasing variety of healthcare information and services, including looking for doctors, researching medicines, sharing personal health details and tracking health conditions for themselves and their loved ones. Because of this high level of engagement, consumers have become more involved in their own care and are rejecting mass communications in favor of a more personalized approach.

First Source US Internet Users Go to Research a Health Question, by Gender, Feb 2010 (% of respondents in each group)

US Adults Who Have Looked Up Health Information Online, by Gender, Jun 2009 (% of respondents)

US Internet Users Who Have Searched Online for Health Information, 1998-2009 (% of respondents)

Frequency with Which US Internet Users Search Online for Health Information, 2003-2009 (% of respondents)

Demographic Profile of US Adults Who Look Online for Health Information, Dec 2008 (% of respondents in each group)

Online Content Actively Sought Out by US Baby Boomer and Senior Internet Users by Age, Aug 2009 (% of respondents in each group)

Frequency with Which US Teens Use Online Sources to Look for Health Information, Jan 2009 (% of respondents)

Most Influential Source of Health Information According to US Consumers, April 2010 (% of respondents)

First Source US Internet Users Go to Research a Health Question, by Gender, Feb 2010 (% of respondents in each group)

Information-Gathering Behavior of US Internet Users After They Get a Diagnosis from Their Physician, Jun 2009 (% of respondents)

Ways US Internet Users Learn About Prescription Medications, Oct 2009 (% of respondents)Types of Information ResearchedMedical Conditions and Treatment Options

Types of Medical Information US Adults Have Looked for Online, Q3 2009 (% of respondents)

US Visits to Pharmaceutical Websites, by Therapeutic Area, Jun 2009 (% of total)

Types of Drugs/Medication US Consumers Have Purchased Online, Aug 2009 (% of respondents)Top Online Healthcare Destinations

Websites Used Regularly by US Internet Users to Find Health and Medical Information, Feb 2010 (% of respondents)

Top 10 Health and Medical Information Websites Among US Internet Users, Ranked by Market Share of Visits, May 2010

Internet Sources Used to Make Health Decisions*, Mar 2010 (% of US internet users)

Marketing Tactics that Lead to Health-Related Website Visits, by Site Type, June 2009 (% of US internet users)

Types of User-Generated Health Information Created Online by US Internet Users*, Dec 2008 (% of respondents)

Tone of Patients' Online Reviews of Physicians*, Jun 2009 (% of total)

Most Appealing Factor About Online Health Communities According to US Consumers, Apr 2010 (% of respondents)Mobile Medicine: From Apps to Exams

Mobile Health Alerts of Interest to US Online Moms, Dec 2009 (% of respondents)

US Consumers Who Are Likely to Use Alternative Methods of Accessing Healthcare, 2009 (% of respondents)

Ways in Which US Consumers Would Like to Be Able to Communicate with Their Primary Care Physician/Family Doctor, Aug 2009 (% of respondents)

Use of or Access to Select Healthcare Technologies Among US Adults, Jun 2010 (% of respondents)

Mobile Healthcare Options About Which US Consumers Are Interested in Finding Out More, Sep 2009 (index*)Consumer Attitudes: A Crisis of Trust

US Internet Users Who Trust Select Third-Party Sources for Information About Treatment* of Medical Conditions, Jan 2010 (% of respondents)

Helpfulness of Health Information Found Online According to US Adults, No Chronic Condition vs. Chronic Condition*, Dec 2008 (% of respondents)

Amount of Time US Social Network Users Feel They Can Trust Health Websites, by Age, Sep 2009 (% of respondents)

Internet Sources that Influence* US Female Internet Users to Have a Discussion with Their Doctor, Dec 2009 (% of respondents)

Internet Users Worldwide Who Think Select Types of Websites Should Use Stronger Forms of Security* When Users Log In, 2009 (% of respondents)