Consumers find empowerment online
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,” said eMarketer’s Victoria Petrock, author of the new report “Online Healthcare Empowers Consumers.”
In 2009, Harris Interactive reported that 78% of US internet users searched online for health information, and the internet was even the first place to look for health info for a plurality of men and women, according to an iVillage survey conducted by Harris in February 2010.
Social media is a growing force in the shift from one-way to participatory healthcare. It enables consumers to share viewpoints, experiences and opinions with communities of online peers. Manhattan Research’s 2009 “Cybercitizen Health” study found that 35% of US adults used some form of social media for health-related topics.
Access to information, input from others and anonymity are among the most appealing features of online communities, according to Capstrat and Public Policy Polling.
“Communicating with consumers about health is no longer a one-way model,” said Petrock. “Consumers are increasingly turning to fellow patients for recommendations via online sources.”
The full report, “Online Healthcare Empowers Consumers,” also answers these 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?
To purchase the report, click here. Total Access clients, log in and view the report now.
Check out today’s other article, “Email Still Driving Shopping over Social.”
The full report, “Online Healthcare Empowers Consumers,” also answers these 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?
To purchase the report, click here. Total Access clients, log in and view the report now.