As an agency that has quite a few healthcare clients, it really is important for us to know how people seek out medical information. A new study conducted by Pew Internet & American Life Project took a closer look at online trends in researching such information.
The study was broken down between the general
population and those who are
internet users. eMarketer reports that 72% of internet users went online in
search of health answers. US
§ About 79% of women internet users researched information compared to 65% of men.
§ There wasn’t much difference in research among age groups. The age brackets 18-29 and 30-49 each admitted researching online at 76% and 75% respectively. There was a small dip among people 50-64 at 71% and people 65+ at 58%.
§ The ethnicity breakdown was 73% white, 69% black and 66% Hispanic.
§ Approximately 81% of online users who sought out medical information had a household income between $50,000 - $75,000.
§ Another 81% were college graduates.
§ Almost the majority of the searches were done on a specific disease or medical problem.
§ Other top researched topics were medical treatment/procedure, losing weight/controlling weight, and health insurance.
How do these results help this particular agency in navigating healthcare clients in the right path? Online campaigns would be best geared towards women between the ages of 18-64 who are researching specific medical problems. Therefore, we would not want to run a generic ad message if trying to reach women on a cardiac campaign. The message will have to be extremely relevant to the online user.