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Online Healthcare Empowers Consumers
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.
Given this evolution, online healthcare marketers in the US have the opportunity to build a bridge between healthcare providers and patients. Savvy marketers will find ways to overcome trust and regulatory issues, simplify the glut of medical information and reach consumers with customized, targeted, actionable counsel to help them to take charge of their health.
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?
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.
Executive Summary
 First Source US Internet Users Go to Research a Health Question, by Gender, Feb 2010 (% of respondents in each group)
Key Questions
The eMarketer View
Online Health-Seekers
US Adults Who Have Looked Up Health Information Online, by Gender, Jun 2009 (% of respondents)
US Internet Users Who Have Searched Online for Health Information, 1998-2009 (% of respondents)
Frequency with Which US Internet Users Search Online for Health Information, 2003-2009 (% of respondents)
Demographic Profile of US Adults Who Look Online for Health Information, Dec 2008 (% of respondents in each group)
Online Content Actively Sought Out by US Baby Boomer and Senior Internet Users by Age, Aug 2009 (% of respondents in each group)
Frequency with Which US Teens Use Online Sources to Look for Health Information, Jan 2009 (% of respondents)
Online vs. Doctor’s Office
Most Influential Source of Health Information According to US Consumers, April 2010 (% of respondents)
First Source US Internet Users Go to Research a Health Question, by Gender, Feb 2010 (% of respondents in each group)
Information-Gathering Behavior of US Internet Users After They Get a Diagnosis from Their Physician, Jun 2009 (% of respondents)
Ways US Internet Users Learn About Prescription Medications, Oct 2009 (% of respondents)
Types of Information Researched
Medical Conditions and Treatment Options
Types of Medical Information US Adults Have Looked for Online, Q3 2009 (% of respondents)
US Visits to Pharmaceutical Websites, by Therapeutic Area, Jun 2009 (% of total)
Prescription Medications
Types of Drugs/Medication US Consumers Have Purchased Online, Aug 2009 (% of respondents)
Top Online Healthcare Destinations
Websites
Websites Used Regularly by US Internet Users to Find Health and Medical Information, Feb 2010 (% of respondents)
Top 10 Health and Medical Information Websites Among US Internet Users, Ranked by Market Share of Visits, May 2010
Search Engines
Internet Sources Used to Make Health Decisions*, Mar 2010 (% of US internet users)
Marketing Tactics that Lead to Health-Related Website Visits, by Site Type, June 2009 (% of US internet users)
Social Media
Types of User-Generated Health Information Created Online by US Internet Users*, Dec 2008 (% of respondents)
Tone of Patients' Online Reviews of Physicians*, Jun 2009 (% of total)
Most Appealing Factor About Online Health Communities According to US Consumers, Apr 2010 (% of respondents)
New Pathways to Online Health
Mobile Medicine: From Apps to Exams
Mobile Health Alerts of Interest to US Online Moms, Dec 2009 (% of respondents)
Online Telemedicine
US Consumers Who Are Likely to Use Alternative Methods of Accessing Healthcare, 2009 (% of respondents)
Ways in Which US Consumers Would Like to Be Able to Communicate with Their Primary Care Physician/Family Doctor, Aug 2009 (% of respondents)
Use of or Access to Select Healthcare Technologies Among US Adults, Jun 2010 (% of respondents)
Mobile Healthcare Options About Which US Consumers Are Interested in Finding Out More, Sep 2009 (index*)
Consumer Attitudes: A Crisis of Trust
US Internet Users Who Trust Select Third-Party Sources for Information About Treatment* of Medical Conditions, Jan 2010 (% of respondents)
Helpfulness of Health Information Found Online According to US Adults, No Chronic Condition vs. Chronic Condition*, Dec 2008 (% of respondents)
Amount of Time US Social Network Users Feel They Can Trust Health Websites, by Age, Sep 2009 (% of respondents)
Internet Sources that Influence* US Female Internet Users to Have a Discussion with Their Doctor, Dec 2009 (% of respondents)
Internet Users Worldwide Who Think Select Types of Websites Should Use Stronger Forms of Security* When Users Log In, 2009 (% of respondents)
Conclusions
Related Information and Links
Related Links
Contact
Report Contributors
List of Charts
First Source US Internet Users Go to Research a Health Question, by Gender, Feb 2010 (% of respondents in each group)
US Adults Who Have Looked Up Health Information Online, by Gender, Jun 2009 (% of respondents)
US Internet Users Who Have Searched Online for Health Information, 1998-2009 (% of respondents)
Frequency with Which US Internet Users Search Online for Health Information, 2003-2009 (% of respondents)
Demographic Profile of US Adults Who Look Online for Health Information, Dec 2008 (% of respondents in each group)
Online Content Actively Sought Out by US Baby Boomer and Senior Internet Users by Age, Aug 2009 (% of respondents in each group)
Frequency with Which US Teens Use Online Sources to Look for Health Information, Jan 2009 (% of respondents)
Most Influential Source of Health Information According to US Consumers, April 2010 (% of respondents)
First Source US Internet Users Go to Research a Health Question, by Gender, Feb 2010 (% of respondents in each group)
Information-Gathering Behavior of US Internet Users After They Get a Diagnosis from Their Physician, Jun 2009 (% of respondents)
Ways US Internet Users Learn About Prescription Medications, Oct 2009 (% of respondents)
Types of Medical Information US Adults Have Looked for Online, Q3 2009 (% of respondents)
US Visits to Pharmaceutical Websites, by Therapeutic Area, Jun 2009 (% of total)
Types of Drugs/Medication US Consumers Have Purchased Online, Aug 2009 (% of respondents)
Websites Used Regularly by US Internet Users to Find Health and Medical Information, Feb 2010 (% of respondents)
Top 10 Health and Medical Information Websites Among US Internet Users, Ranked by Market Share of Visits, May 2010
Internet Sources Used to Make Health Decisions*, Mar 2010 (% of US internet users)
Marketing Tactics that Lead to Health-Related Website Visits, by Site Type, June 2009 (% of US internet users)
Types of User-Generated Health Information Created Online by US Internet Users*, Dec 2008 (% of respondents)
Tone of Patients' Online Reviews of Physicians*, Jun 2009 (% of total)
Most Appealing Factor About Online Health Communities According to US Consumers, Apr 2010 (% of respondents)
Mobile Health Alerts of Interest to US Online Moms, Dec 2009 (% of respondents)
US Consumers Who Are Likely to Use Alternative Methods of Accessing Healthcare, 2009 (% of respondents)
Ways in Which US Consumers Would Like to Be Able to Communicate with Their Primary Care Physician/Family Doctor, Aug 2009 (% of respondents)
Use of or Access to Select Healthcare Technologies Among US Adults, Jun 2010 (% of respondents)
Mobile Healthcare Options About Which US Consumers Are Interested in Finding Out More, Sep 2009 (index*)
US Internet Users Who Trust Select Third-Party Sources for Information About Treatment* of Medical Conditions, Jan 2010 (% of respondents)
Helpfulness of Health Information Found Online According to US Adults, No Chronic Condition vs. Chronic Condition*, Dec 2008 (% of respondents)
Amount of Time US Social Network Users Feel They Can Trust Health Websites, by Age, Sep 2009 (% of respondents)
Internet Sources that Influence* US Female Internet Users to Have a Discussion with Their Doctor, Dec 2009 (% of respondents)
Internet Users Worldwide Who Think Select Types of Websites Should Use Stronger Forms of Security* When Users Log In, 2009 (% of respondents)
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.
About.com
BabyCenter LLC
Burst Media
C.S. Mott Children's Hospital
Capstrat
comScore Inc.
CTIA-The Wireless Association
Deloitte
Edelman
Eli Lilly
EPG Health Media
Experian Hitwise
Forrester Research
Harris Interactive
iVillage
Kantar Media Research (KMR) Group
Lightspeed Research
Meredith Publishing
MobiHealthNews
National Center for Health Statistics
Pew Internet & American Life Project
Pink Tank
PricewaterhouseCoopers (PwC)
Public Policy Polling
Research!America
RSA Security, Inc.
Scarborough Research
SDI
The Nielsen Company
Tufts University School of Medicine
Yahoo!
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Price: $695.00
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Price: $695.00
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