A recent report by DKI Ideaworks looks at technology use for some selected conditions. This report provides some excellent insight into how patients and caregivers act and what channels are preferred to for information from healthcare companies. The report did ask about mobile usage, but the results were not presented in a way that was meaningful to most marketers (no averages).
When asked what sites and services they used, patients said:
- 77.6% social networks
- 74.9% video sharing sites
- 53.9% digital photo applications
- 53.7% music / video / app store
When looking for health information, what internet sources get used?
- 82.6% search engine
- 65.7% healthcare portal
- 57.5% disease education website
- 53.5% not-for-profit medical website
When about the value of information sponsored by a drug company, 31% said “very” or “somewhat” with the breakdown by condition like this:
When asked about the types of information that is most valuable, the top two were:
- 69.3% News about treatment research and approvals
- 68.9% Leading physician reviews about treatments & disease management
Finally, 76.5% of respondents asked for updates to be delivered by email, by far the most popular channel (postal mail was next with only 39.0%).
The takeaway isn’t new, patients use digital channels, including social, and often prefer email for communication. The most interesting element of the research was the level of acceptance of information from drug companies.