For many people going to the Doctor ranks just above taking your car to the mechanic or having to visit the IRS as activities that sound like a good time. More and more, consumers are turning to the anonymity of the internet as a place to find answers to medical questions.
• Nearly one in four adults who would rather get medical information online did so because they lacked health insurance
• Over 20% cited embarrassment – this was the top reason cited from 18 to 24 year olds
• 19% said expensive co-pays were the reasons they would rather use digital resources
• 41% of adults said they would rather get information about sex from online health sources vs. a live Doctor
• Information about STDs (29%), drugs & alcohol (16%) and weight were other top topics adults would rather get information about online
What Does This Mean To You?
Over the past 30 days 2.4 million adults have searched for medical information online.
These online health searchers were much more likely to be:
• College graduates
• White-Collar workers
According to several sources between 75% and 90% have some kind of health insurance. They are also more likely to have a smart phone and were more likely to have visited a specialist in the past year.
Digital resources have not only changed the ways consumers look at health care, it’s changed the way they health professionals recruit patients and market their services. For more information on how can use digital and mobile tactics to build awareness & patient count, please contact your Orlando Sentinel Media Group representative or:
Advertising Research Manager
Source: Pearl.com; The 2012 Multi-Market Scarborough Report, Release 1