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 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.
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