Consumers are using the internet and social media to a great extent for healthcare purposes. Here’s what healthcare and pharma marketers need to know about how online-acquired information influences patient action.
Our December 2023 survey of 1,391 US consumers reveals how they’re using digital channels for healthcare research and discovery and how online-acquired information—and misinformation—influences patient action.
Key Question: How is information acquired online affecting consumers’ healthcare decisions?
Key Stat: More than half (54%) of US consumers have self-diagnosed a medical condition based on information obtained online. Search engines and medical information websites are most commonly used to arrive at those self-diagnoses.
Here’s what’s in the full report
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Table of Contents
Executive Summary
Today’s healthcare consumers are eager to obtain medical information online
Online-acquired information influences consumers’ healthcare decisions
What are the implications for healthcare and pharma brands and marketers?
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