Healthy Skepticism Library item: 14618

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: news

Over 60 Million U.S. Adults Engaging in Health 2.0
PharmaLive 2008 Nov 3
http://pharmalive.com/news/index.cfm?articleID=582111&categoryid=43

Abstract:

Manhattan Research reports that the number of Health 2.0 consumers has doubled since 2007

Full text:

Over 60 million U.S. adults are Health 2.0 consumers – reporting to use health blogs, online support groups, prescription rating sites, and other health-related social media applications, according to pharmaceutical and healthcare market research company Manhattan Research’s just released Cybercitizen Healthâ„¢ v8.0 consumer study and strategic advisory service. The number of Health 2.0 consumers has doubled over the past year. The study also found that a consumer’s condition, as opposed to just age or gender, is an important factor in his or her likeliness to engage in health-related social media.

“Social media is changing the way that consumers gather health information from the Internet. Patients and caregivers are no longer limited to static resources but are now sharing advice and treatment experiences online,” said Meredith Abreu Ressi, Manhattan Research Vice President of Research, “And it’s not just younger audiences connecting online – consumers with conditions such as cancer, fibromyalgia, and depression are also avid users of these types of resources. Health 2.0 is happening, and it’s changing the way things are done in the healthcare industry.”

Health 2.0 consumers are defined as consumers who have conducted one of the following activities in the past 12 months: read health-related blogs, message boards or participated in health-related chatrooms; contributed or posted health content online such as: writing or commenting on a health-related blog, adding or responding to a topic in a forum or group, or creating health related web pages, videos or audio content; used online patient support groups, message boards, chatrooms, or blogs.

Health 2.0 Podcast & DTC Advertising White Paper

Ressi reviews the latest Health 2.0 applications and consumer trends from the Health 2.0 Conference in San Francisco in a new Manhattan Research eHealth Trends podcast episode: http://www.manhattanresearch.com/podcast

Manhattan Research also just released its latest healthcare marketing whitepaper revealing the latest trends in how consumers use technology for health and strategies for reaching target audiences through new media channels.