In this report, Senior Director of Research Erika S. Fishman and Research Manager Miranda Manganaro explore opportunities for healthcare marketers to connect with women through online and mobile channels. The analysis also breaks down digital behaviors among women by age and status of children in the household.
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Topics Covered:
Women as Health Influencers
- Percentage of women agreeing with health influencer statements
- Potential sphere of influence of online females
- Percentage of women taking prescription medication compared to men
- Comparative percentage of online women requesting branded prescription drugs
Media Mix among Women
- Percentage of women online for health and pharmaceutical information by age
- Percentage of women online for health by ethnic group
- Online health activities performed by women highlighting differences by age and gender
- Reach and influence of various sources on women’s health decisions
- Percentage of women influenced by various sources across age and children in the household
- Reach and frequency of various health sources among women
- Adoption of sources by age highlighting impact of children in household
- Percentage of women using health resources at different points along the treatment continuum
- The ways in which women share health and pharmaceutical information with others
Online Tools and Services Preferred by Women
- Percentage of women using healthcare ratings websites and other service-related health websites
- Percentage of women using online features and tools
Mobile Revolution and Women
- Percentage of online women by age accessing the Internet from a mobile device
- Percentage of women owning a smartphone or PDA by age
- Percentage of women by age bracket using their mobile devices to obtain online health information
Adoption of Social Media among Women
- Percentage of online women visiting social networking sites by age
- Percentage of women using social networking sites for health by children in household
- Percentage of online women using various types of social media for health
- Reasons for using health UGC by age distribution
- Percentage of women in different segments posting health-related content online
- Breakdown by age of media women use to post health content
Manhattan Research's reports cover important trends in physician and consumer use of digital media and technology for health. The reports draw from interviews conducted with thousands of physicians and consumers about their behaviors, attitudes, and future interests as it relates to their use of the Internet and other technologies for health and treatment decisions. Each PDF report includes a written analysis, supporting graphs and data, and strategic takeaways. For more information about reports from Manhattan Research, please visit here, email sales@manhattanresearch.com or call 1.888.680.0800, ext 2.