Cybercitizen Health®


Cybercitizen Health® is a syndicated multi-client consumer study and advisory service focused on key research topics and trends at the intersection of technology and healthcare. Updated annually, the research study is based on extensive population-level interviews among U.S. consumers. As the foundation of Manhattan Research’s consumer research, the objectives are to understand how the population of U.S. consumers is gathering healthcare information to empower their treatment decisions and to understand overall consumer technology adoption and utilization for healthcare.

Since it is now clear that online health has gone mainstream in the U.S. with more than half of all  consumers using the Internet for health information and services, the focus of this service has shifted to further segment the population into relevant sub-segments, such as condition and disease groups, utilization and motivation.

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Fielded annually in Q3, Cybercitizen Health® explores topics such as the Internet, email communication with physicians, DTC advertising, health e-commerce, plans and providers, use of pharmaceutical information online, health information seeking methods, search engine use, use of blogs, podcasts, wikis, social networking and more.

As the only service and annual research study of its kind, Cybercitizen Health® provides the healthcare and pharmaceutical industry with the opportunity to cost-effectively identify valuable groups of consumers and learn how to better reach, educate and market to them. Currently relied upon by top global pharma companies for marketing reference in this digital age, the service provides clients with access to a foundation of data supported by insight from one of the world’s leading authorities on healthcare and information technology adoption.


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TOPICAL SUMMARY

  • Media consumption across traditional and alternative resource channels, including DVR use, streaming or downloaded television, commercial skipping, and other delayed viewing
  • Key media utilization differences across more than 100 therapeutic categories
  • Online usage characteristics and utilization trends over time, including broadband ownership, hours online, mobile internet access, mobile access characteristics
  • Website usage metrics (reach, frequency, and satisfaction)
  • Connectivity and interaction with physicians
  • Health attitudes, trust, and privacy concerns for over 50 different health websites and networks
  • Health site engagement (loyalty, frequency and satisfaction)
  • Actions taken offline after accessing health and pharmaceutical information for over 50 different health websites and networks
  • Web 2.0 applications in health and pharmaceuticals
  • Types of diseases and conditions researched online
  • Interest in online health services and tools
  • Prompts for visiting pharmaceutical sites
  • Use and reliance on pharmaceutical corporate and product websites
  • Prescription drug request drivers

 

DELIVERABLES

  • Summary data tables
  • Comprehensive slide deck
  • Analyst inquiry privileges
  • Executive management report 
  • Strategic briefings
  • Client Web access
  • Research Modules - In-depth reports on a variety of healthcare and technology topics, rich with graphs and data
  • Strategic Insights – Articles written by Manhattan Research analysts on a variety of topics from the syndicated research studies

METHODOLOGY

  • 8,600 in-depth interviews using random-digit-dial (RDD) telephone and online survey methodology
  • Representative split of online/offline consumers
  • In-depth = 106 questions ~ 1000 variables per survey
  • Data weighted and benchmarked to U.S. Census Bureau normative data
  • Extensive trended user database, 1995 to 2009

STRATEGIC USES

  • Assess the efficacy of your current and future marketing mix
  • Identify, Acquire and retain your most valuable customers
  • Evaluate the potential ROI of new products and services
  • 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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sales@manhattanresearch.com
T 1.888.680.0800