Online health research,62111

QuickFacts

PATIENTS’ ONLINE HEALTH RESEARCH

8 in 10 Internet Users Research Health Online Top 10 Health Information Sites Trends in Top 10 Sites

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Patients’ Online Health Research

“Patients’ Online Health Research” is part of Kleidon Publishing’s Quick Facts Series featuring news, data and research. The collection supplies our clients and friends with a time-saving source of research and facts, in the form of charts and Excel documents, in order to make the knowledge demands of daily marketing an easier task. Our data comes from major research partners and captures essential marketing data over the short term for a fast, easy glance at trends.

Feel free to share the charts in this collection as a whole presentation or individual slides with your colleagues and business partners, but please retain credits to Kleidon, HubSpot and the research sources who provide the data.

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The Internet gives us unprecedented opportunity to see with precision how patients, doctors and other healthcare stakeholders actually behave. We can learn where to connect, and we can track users’ behavior during campaigns.

8 in 10 Research Health Online Health Research by Age February 2011, Percent (%) of US adults Source: Pew Research

80% research online

100% 90%

Eight in 10 US internet users look online for health information making it, overall, the third most popular online pursuit among all those tracked by Pew.

80% 70% 60% 50% 40%

Since one-quarter of adults do not go online, the percentage of online health information seekers is 59% among the total US adult population.

30% 20% 10% 0% Millennials Go online

Email

Gen X

Young Boomers

Use search engine

Old Boomers

Look for health info

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Silent Gen

G.I. Gen

Get news

Buy a product

Top 10 Health Information Sites Top 10 Health Information Sites

by U.S. Market Share of Visits (%), March 2011 Source: Experian Hitwise

Online health research by demographic

WebMD

The study also found that women, non-Hispanic whites, younger

8.0%

Yahoo! Health

adults, and those with higher levels of education and income are

6.9%

more likely to gather health information online. For example, 65% Righthealth.com

6.0%

MedicineNet

3.9%

Drugs.com

3.8%

of women but 53% of men look up online health. Non-Hispanic whites (63%) have a higher rate than African-Americans (47%) or Latinos (45%). Also, 71% of 18-to-29-year-olds but only 29% of those 65 and older look up health information online. Pew says

MayoClinic.com

3.6%

AOL Health HealthGrades HealthLine MedlinePlus

there are two forces at play in the data: simple access to the Internet and general interest in health information. For example,

3.0%

women and men are equally likely to have access to the Internet,

2.4%

but women are more likely than men to report gathering health

1.8%

information online.

1.6%

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Trends in Top 10 Sites Top 10 Health Information Sites

by U.S. Market Share of Visits (%), Jan. & Feb. 2011 Source: Experian Hitwise

WebMD

8.02

Yahoo! Health

5.89

Righthealth.com

5.54

Drugs.com

3.65

MedicineNet

3.52

MayoClinic.com Everyday Health

3.38

2.37

WebMD

7.83

Yahoo! Health

7.82

Righthealth.com Drugs.com

3.64

MedicineNet

3.57

MayoClinic.com

2.23

HealthGrades

HealthGrades

2.21

MSN Health

1.92

3.38

AOL Health

AOL Health

MSN Health

5.13

Everyday Health

January 2011

3.04 2.26 2.05 1.81

February 2011

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44% hope to lose weight.

Results of a Harris Poll indicate that 44% of US adults have made losing weight one of their resolutions for 2011.

Smart Starts Here Do you need mobile?

That old advice to carpenters, “Measure twice, cut once,” is true for marketing as well. We begin with well-developed strategy tools like these proprietary research methods developed over more

By 2010’s close, 31% of all mobile consumers owned smart phones.

than 30 years in marketing communications: Marketing Matrix. Graphics that connect content, media and target markets to marketing goals Brand Messaging. Filters that clarify the selection of slogans, taglines, and other core messages Buzz-Worthy PR. Offline, online, local or global wire. Ask about our blended traditional, search

Besides the obvious, like finding a nearby hospital, consumers are transferring online activity to their smart phones in dozens of ways.

and social media PR Management Program.

For one-to-one marketing assistance, contact Kurt or Dennis Kleidon or visit The Kleidon Companies website. Whether you want to plan a marketing campaign, explore new possibilities or

Call or email to talk further about how mobile fits into your overall marketing.

simply learn more, we are here to help.

marketing communications • public relations • publishing

320 Springside Drive, Akron, Ohio 330.666.5984

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www.kleidon.com

dennisk@kleidon.com kurtk@kleidon.com 320 Springside Drive , Akron, Ohio 44333 330.666.5984

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