The Extended Impact of Internet Health:

Caregivers, Family Managers and Health Influencers



Understanding the extended impact of motivated health consumers is critical to accurately forecasting the collective impact of health education, consumer marketing, and consumer awarness programs. In other words, if certain segments of the consumer audience are having an impact on those around them in their “zone of influence” it is important to incorporate such information into product planning and market impact analysis studies.

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Senior Research Analyst Erika S. Fishman discusses the analysis. (8 minutes)


An examination of the influential segments of consumers, inclusive of Caregivers, Family Health Managers, and Health Influencers (as defined in this report), can assist teams in quantifying and measuring the impact in hard to reach audiences such as elderly adults, children, and the mentally ill – audiences that historically have been difficult to target on a personal level using online channels and alternative media. As companies become more comfortable with the relative impact of these influencers, increased investment in educating such segments will make it possible to engage “hard to reach” segments using a multi-channel approach.

Cybercitizen® Health is the syndicated consumer study and marketing data set of Manhattan Research on which the Extended Impact module is based.  The study is primarily focused on key research topics and trends impacting the ehealth market.  The study objectives are to identify and analyze the behavior, attitudes and demographics of the consumer population using technology for health purposes.


Fielded annually, Cybercitizen® Health explores topics such as the Internet, email communication with physicians, DTC advertising, health ecommerce, plans and providers, use of pharmaceutical information online, health information seeking methods and more.  As the only annual research study of its kind, Cybercitizen® Health provides the healthcare and pharmaceutical industry with the opportunity to cost-effectively identify this valuable group of consumers and learn how to better reach and market to them.  

Click here to download the Cybercitizen® Health brochure.  

For more information or to request the "Extended Impact" market snapshot report, please complete the form below.

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TOPICAL SUMMARY

      • Internet use and experience online
      • Demographic profile
      • Media consumption profile
      • Online usage characteristics and site usage metrics
      • Types of health information sought online
      • Prescription drug user segments
      • Connectivity and interaction with physicians
      • Health commerce & ecommerce
      • Prescription medication profile
      • Health attitudes and concerns
      • Internet privacy attitudes and concerns
      • Health information seeking
      • Online health sites and brands visited - satisfaction
      • Online health site information and site usage metrics
      • Prescription drug requests
      • Pharmaceutical advertising and marketing
      • Prescription drug programs and services
      • Online pharmaceutical sites
      • Online disease and condition sites
      • Types of diseases and conditions researched online
      • Health insurance profile
      • Interest in online health services
      • Prompts for visiting drug sites

METHODOLOGY

      • Random Digit Dial (RDD) telephone survey
      • 4,031 in-depth telephone interviews
      • Representative split of online/offline consumers
      • In-depth = 150 questions ~ 500 variables per survey
      • Data weighted and benchmarked to U.S. Census Bureau normative data
      • Extensive trended user database to 1995
      • Margin of error +/- 2.8%, at 95% CI

STRATEGIC USES

      • Identify, Acquire and retain your most valuable customers
      • Evaluate the potential ROI of new products and services
      • Assess the efficacy of your current and future marketing mix
      • Determine actions taken by consumers before and after Internet use
      • Reveal opportunities in online disease management
      • Understand the role and influence of caregivers
      • Segment consumers across health channels and market sectors
      • Measure online and offline media usage and interest
      • Leverage consumer attitudes and behaviors towards privacy, security and trust to your brand’s benefit
      • Compare multi-channel health service usage among consumers
      • Identify barriers to seeking on and offline health information, products and services

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