How consumers search for health information online


There is a lot of data on the numbers of people who search for online health information but what seems to be missing is a clearer picture of how many websites people go to for health information and why they go to so many websites.  Last summer I led some qualitative research for a biotech company to answer those questions.

How many health websites do users go to for health information ?

It largely depends on several factors including the seriousness of the health condition and whether they are searching for health information for themselves or for someone else.  What I found was that each health condition has its own unique market characteristics and no two are alike.  For example breast cancer and Type 1 diabetes patients are very connected via online communities and openly share and talk about living with their conditions.  However information on other health conditions, like Alzheimer’s and depression are not so connected online even though caregivers of patients with these health conditions desperately want and need support for both themselves and those in their care.

See on worldofdtcmarketing.com



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