The number of consumers in the US using Web 2.0 technologies in relation to health matters (dubbed ‘Health 2.0’) has doubled in the past year to 60 million people, according to a study just released by Manhattan Research.
Manhattan defines Health 2.0 consumers as people who have:
- read health-related blogs, message boards or participated in health-related chatrooms;
- contributed or posted health content online such as: writing or commenting on a health-related blog, adding or responding to a topic in a forum or group, or creating health related web pages, videos or audio content; or
- used online patient support groups, message boards, chatrooms, or blogs.
The report says, “Pharmaceutical marketers are catching on to the trends, but there’s a long way to go before brand media closes the gap between where consumers are and where budgets are going – only a small fraction of overall pharmaceutical advertising spend is currently allocated to online campaigns. But as we’re seeing with our clients, consumer trends are prompting marketers to put more weight behind digital strategies.”
“…. Social media is a powerful force impacting the pharmaceutical industry – whether or not brands choose to participate. Taking too conservative of an approach to a channel which thrives on two-way dialogue and open communication will undoubtedly distance brands from consumers – especially for those looking to reach the groups most engaged in Health 2.0. And even if brands aren’t yet ready participate in conversations, some sites sell aggregated data to pharmaceutical companies looking to understand the experiences and challenges that patients face.”