Health Markets:

Datamonitor
Market Briefing  August 2006

According to Datamonitor's eHealth Consumer Insight Survey, consumers in the US, Western EU and Japan access search engines more frequently than any other type of online or offline information resource when looking for health information. As a result, consumers' requests for medication based on information obtained online have become an increasingly influential factor in the prescribing process.

• Insight into how the Internet has caused a shift in human behavior within the healthcare market
• Identification of the offline and online healthcare resources that consumers access most frequently when searching for healthcare information
• A discussion of how consumers navigate to online properties and what brand managers can do to increase the odds that consumers see their website
• Analysis of the factors that consumers consider when deciding whether or not to return to a healthcare information or product website

Consumers have come to rely heavily on the thoughts and experiences had by others, which are often shared via various types of online forums (i.e., message boards, blogs and chat rooms).

While physicians report that television and print ads remain the mediums with the most influence on patients, online channels such as disease-focused websites, are gaining ground in key markets.

Convincing users to frequently return to a website entails all of the marketing practices employed to get them there initially, plus requires that the website in question meets one or more of consumers' ongoing needs.

For full details, please email jenniferc@cmsinfo.com

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