Influence, Usage of Internet for Health
Information Grows Among Consumers

The number of ePharma Consumers surpassed the 100 million-user mark in 2009, about 44% of U.S. adults, according to Manhattan Research. The research firm noted that growth of ePharma Consumers (individuals researching prescription drug information online) is outpacing the growth of eHealth Consumers (individuals researching general health and medical information online).

During a recent Manhattan Research webinar, Meredith Ressi vice president of research, also highlighted that both of those consumer categories are outpacing the overall online growth within the U.S. adult population. The growth can be attributed to several factors. To start with, older generations of the population are becoming increasingly comfortable with using the Internet for research. “Online prescription drug content tends to be particularly relevant to this segment,” stated a Manhattan Research white paper “The Online Pharmaceutical Information-Seeking Landscape.” Furthermore, with belt-tightening, many consumers are searching online for “coupons and free trials for treatment.”

From a pharmaceutical standpoint, marketers have done a better job integrating their promotional efforts, creating a more rounded media mix. Advertisements, which used to primarily direct consumers to an 800-number or their doctor, are now also pointing consumers in the direction of their Web sites.

For example, among the top 10 product sites in terms of traffic driven by television ads, Manhattan Research explained how the Internet played a key role. The number one site was Schering-Plough’s NuvaRing, and according to research, “oral contraceptive users are more likely to be online than the average consumer.” Latisse, marketed by Allergan, was the number two on the list, largely due to the fact that the web site was promoted  so “prominently throughout the ad, encouraging interested consumers to go online” for more information and videos. The third most-visited site was for Cialis by Lilly USA, an erectile dysfunction drug.

While online, nearly one-half of ePharma Consumers viewed health videos during their research. However, they tended “to pull up relevant health video as they look for health information online, rather than going to YouTube or other video search engines to specifically find video content,” the report explained. But once these consumers watched videos, nearly 75% of them “went on to do additional research.” Ressi told webinar listeners that this percentage is much higher than for text-based content.

Consumers are more interested in health videos about health news, condition education or doctor views more so than patient videos. Monique Levy, senior director of research, explained that “despite the buzz around social media, editorial health content still has significantly more influence over consumer actions than various forms of social media.” Moreover, “healthcare professionals still have the strongest effect on consumer health behavior,” added the report.

In terms of calls to action by online content, condition Web sites are “more likely to drive consumers to seek condition or treatment information.” Condition and product sites are “just as effective” in getting consumers to request a prescription from their doctor. Ressi stated, “In today’s multi-channel world, marketing initiatives must be designed to work together for optimal results. While the television ad is critical to building awareness, for many products, the Internet is a next stop for learning more before going on to speak to their physician about a product.