Digital media channels are becoming a primary source of medical information and guidance for patient decision-making. Although consumers often don’t have autonomy over their medications, treatments, and medical care, they are using the internet and social media to research healthcare products and services, compare prices and reviews, and make purchases. Understanding the factors that spur patient action and buying habits increases the effectiveness of healthcare and pharma brands’ marketing efforts.

Key Question: How can brands and marketers use consumers’ health-related online activity to convert them to customers?

Key Stat: Consumers who purchase medications, treatments, or medical services online are most influenced by price.