Consumer Research Module from Manhattan Research                                                                                            
                                                                                                                                                                                    
Health Influence Mapping: 
Benchmarking the Influence of Various Sources on Consumer Health Actions

In this report, Senior Director of Research Monique Levy evaluates and benchmarks the relative influence of various online and offline health sources on consumer health decisions and actions with the goal of helping marketers better align and implement their marketing strategies.

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Health Influence Mapping: Benchmarking the Influence of Various Sources on Consumer Health Actions

Table of Contents


I. THE RELATIVE INFLUENCE OF THE INTERNET ON CONSUMER HEALTH DECISIONS AND ACTIONS
  • Percentage of Consumers Whose Health Decisions and Actions are Strongly Influenced by Various Health Sources   
  • Percentage of Consumers Whose Health Decisions and Actions Are Strongly Influenced by Various Online Sources
  • Reach and Relative Influence of Various Health Sources

     II. PROFILE OF CONSUMERS HIGHLY INFLUENCED BY INTERNET, TV, AND DOCTORS

    • Rx and Influencer Characteristics of Consumers Highly Influenced by Internet, TV, and Doctors   
    • Age and Gender Profile of Consumers Highly Influenced by the Internet, TV, and Doctors
    • Employment, Income, and Education Profile of Consumers Highly Influenced by the Internet, TV, and Doctors
    • Internet Access and Device Ownership Profile of Consumers Highly Influenced by the Internet, TV, and Doctors


    III. OUTLOOK: THE EVOLVING ROLE OF THE INTERNET ON CONSUMER HEALTH

    • Percentage of Consumers Whose Health Actions are Influenced Moderately, Little or Not at all by Various Online Source
    • Outlook for the Empowered Online Health User and Online Health


    IV. LEVERAGING THE HEALTH INFLUENCE LANDSCAPE FOR HEALTHCARE MARKETING

    • Share of Patient Base Physicians Report Bring Online Information into Consultation
    • Viagra.com Showing Examples of Tools to Promote Discussions between Patients and Physicians
    • iPatientEd and CobbMeter – Examples of Digital Products that Support Patient-Physician Consultations
    • Phreesia Patient Check-In Solution
    • Kyp’s iKyp Webkey and Other Products
    • Kyp Teams with Agency and Major Pharma to Boost Patient Education and Adherence for Psoriasis
    • Nurses' Belief on How They Influence Patient Treatment Choices
    • Examples of Nurse Access on myhumira.com
    • Viral Health Marketing on Bannermoments.com
    • Inspire.com Powering Health Community on Association Websites
    • Healthcare Monitor by Jellyvision Lab



    Excerpt

    The rapidly evolving media and healthcare landscape presents a challenge for pharmaceutical executives looking to optimize multichannel marketing strategies.

    The consumer online experience has shifted considerably in the last half decade, not only in terms of the media formats and channels consumers access, such as video and mobile, but also in terms of the author or source of the content they consume. In 2009, 20 million consumers searched for health information on their mobile phones in 2009, doubling from 10 million in 2008. When it comes to social media, 80 million U.S. adults created or consumed health-related user-generated content (UGC) online through social networks, communities or other types of media in 2009.

    At the same time, macro changes in the economy and healthcare are impacting consumers' health decisions and choices. According to a recent Manhattan Research study, 16 percent of U.S. adults said they didn't fill a prescription in 2009 because of cost, likely due in part to the recession. Further, general attitudes toward the pharmaceutical industry show little sign of improving despite a focus on healthcare reform or the arguably more egregious failures in the financial and automotive sectors (Kaiser Public Opinion Spotlight April 2008, Harris Poll released August 18, 2009). Growing consumer adoption of online consultations and online adherence tools among other health management services are also likely to influence consumer health decisions and actions in coming years.

    This report will evaluate and benchmark the relative influence of various online and offline health sources on consumer health decisions and actions in this changing environment to help marketers better align and implement their marketing strategies.

    The key questions addressed in the report include the following:

    • To what degree are healthcare professionals playing a less important role in consumer health decisions and actions today as a result of the Internet?
    • Is the Internet more influential on consumer health decisions and actions than traditional media? Further, is social media influencing consumers more than online editorial content?
    • To what degree do highly influenced consumers also influence others? What are other key characteristics of highly influenced consumers?
    • How is the value proposition of online health likely to evolve in the midterm?
    • How can marketers best leverage the current health landscape?


    Full access to this report is available for clients of Manhattan Research’s Cybercitizen Health® market research and strategic advisory service. For information on gaining access, please email sales@manhattanresearch.com or call 1.888.680.0800.


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