PATIENTS’ ONLINE

HEALTH RESEARCH

8 in 10 Internet Users Research Health Online

Top 10 Health Information Sites

Trends in Top 10 Sites

QuickFacts

marketing communications • public relations • publishing 320 Springside Drive Akron, Ohio 330.666.5984 www.kleidon.com

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Patients’ Online Health Research

The Internet gives us unprecedented opportunity to see with precision how patients, doctors and other healthcare stakeholders actually behave. We can learn where to connect, and we can track users’ behavior during campaigns.

“Patients’ Online Health Research” is part of Kleidon Publishing’s Quick Facts Series featuring

news, data and research. The collection supplies our clients and friends with a time-saving source

of research and facts, in the form of charts and Excel documents, in order to make the knowledge

demands of daily marketing an easier task. Our data comes from major research partners and

captures essential marketing data over the short term for a fast, easy glance at trends.

Feel free to share the charts in this collection as a whole presentation or individual slides with your

colleagues and business partners, but please retain credits to Kleidon, HubSpot and the research

sources who provide the data.

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8 in 10 Research Health Online

Eight in 10 US internet users look online for health information making it, overall, the third most popular online pursuit among all those tracked by Pew.

Since one-quarter of adults do not go online, the percentage of online health information seekers is 59% among the total US adult population.

80% research online

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Millennials Gen X Young Boomers Old Boomers Silent Gen G.I. Gen

Go online Email Use search engine Look for health info Get news Buy a product

Health Research by AgeFebruary 2011, Percent (%) of US adultsSource: Pew Research

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Top 10 Health Information Sites

The study also found that women, non-Hispanic whites, younger

adults, and those with higher levels of education and income are

more likely to gather health information online. For example, 65%

of women but 53% of men look up online health. Non-Hispanic

whites (63%) have a higher rate than African-Americans (47%) or

Latinos (45%). Also, 71% of 18-to-29-year-olds but only 29% of

those 65 and older look up health information online. Pew says

there are two forces at play in the data: simple access to the

Internet and general interest in health information. For example,

women and men are equally likely to have access to the Internet,

but women are more likely than men to report gathering health

information online.

Online health research by demographic

8.0%

6.9%

6.0%

3.9%

3.8%

3.6%

3.0%

2.4%

1.8%

1.6%

WebMD

Yahoo! Health

Righthealth.com

MedicineNet

Drugs.com

MayoClinic.com

AOL Health

HealthGrades

HealthLine

MedlinePlus

Top 10 Health Information Sitesby U.S. Market Share of Visits (%), March 2011Source: Experian Hitwise

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Trends in Top 10 Sites

44% hope to lose weight.

Results of a Harris Poll indicate that 44% of US adults have made losing weight one of their resolutions for 2011.

8.02

5.89

5.54

3.65

3.52

3.38

2.37

2.23

2.21

1.92

WebMD

Yahoo! Health

Righthealth.com

Drugs.com

MedicineNet

MayoClinic.com

Everyday Health

AOL Health

HealthGrades

MSN Health

7.83

7.82

5.13

3.64

3.57

3.38

3.04

2.26

2.05

1.81

WebMD

Yahoo! Health

Righthealth.com

Drugs.com

MedicineNet

MayoClinic.com

AOL Health

HealthGrades

MSN Health

Everyday Health

Top 10 Health Information Sitesby U.S. Market Share of Visits (%), Jan. & Feb. 2011Source: Experian Hitwise

January 2011February 2011

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Smart Starts Here

By 2010’s close, 31% of all mobile consumers owned smart phones.

Besides the obvious, like finding a nearby hospital, consumers are transferring online activity to their smart phones in dozens of ways.

Call or email to talk further about how mobile fits into your overall marketing.

That old advice to carpenters, “Measure twice, cut once,” is true for marketing as well. We begin

with well-developed strategy tools like these proprietary research methods developed over more

than 30 years in marketing communications:

Marketing Matrix. Graphics that connect content, media and target markets to marketing goals

Brand Messaging. Filters that clarify the selection of slogans, taglines, and other core messages

Buzz-Worthy PR. Offline, online, local or global wire. Ask about our blended traditional, search

and social media PR Management Program.

Do you need mobile?

marketing communications • public relations • publishing 320 Springside Drive, Akron, Ohio 330.666.5984 www.kleidon.com

For one-to-one marketing assistance, contact Kurt or Dennis Kleidon or visit The Kleidon

Companies website. Whether you want to plan a marketing campaign, explore new possibilities or

simply learn more, we are here to help.

dennisk@kleidon.com

kurtk@kleidon.com

320 Springside Drive , Akron, Ohio 44333

330.666.5984 www.kleidon.com