New research from Yahoo tells us that the majority of people who searched for health information subsequently visited their doctor (61%) and that 71% of these folks went equipped with pointed, action oriented questions. Searchers also use twice as many resources to learn about health issues than the average consumer.
Other key findings include:
- 20% of consumers were driven to search online because they saw an advertisement and wanted more information.
- Searchers are 130% more likely to have seen an online display ad and view it as informational.
- 70% of searchers will question their doctor if they are prescribed a brand different from what they searched for online.
The research was commissioned by Yahoo! in conjunction with Hall & Partners Healthcare to gain a deeper understanding of health searcher?s attitudes and behaviors, and how this impacts doctor visits and prescriptions. The study surveyed over 5,600 online health seekers with extra focus on those searching for Allergy, Depression and High Cholesterol information. Although demographics differed by condition, attitudes and behavior on search were essentially the same.
The Original Search Marketing Event is Back!
SES Denver (Oct 16) offers an intense day of learning all the critical aspects of search engine optimization (SEO) and paid search advertising (PPC). The mission of SES remains the same as it did from the start - to help you master being found on search engines. Early Bird rates available through Sept 12. Register today!