• by Jack Loechner , Staff Writer @mp_research, September 25, 2013

Results from a national consumer survey conducted by Makovsky Health and Kelton show the average U.S. consumer visits the doctor 3 times a year, but spends nearly 52 hours looking for health information on the internet annually. Further, physicians remain a key influencer sparking online health research; Americans are most likely to visit a pharma-sponsored website after receiving a diagnosis from their physician. Consistent with 2012 survey findings, pharma websites continued to rank low in terms of traffic, with only 9% of Americans visiting them for health information.

WebMD remains the most accessed online resource for health information, followed by Wikipedia, health magazine websites, and advocacy group websites. Social media channels continued to rank relatively low, though these channels are visited by almost a fourth of consumers, who use at least one or a combination of these platforms to seek healthcare information.

Most Accessed Online Resources
Resource	% of Respondents
WebMD	53%
Wikipedia	22
Health magazine websites	19
Advocacy group websites	16
YouTube	10
Facebook	10
Blogs	10
Pharmaceutical company websites	9
Source: Makovsky Health, September 2013

When it comes to health searches online, the vast majority of Americans are still most likely to use a personal computer, versus a tablet or smartphone. Data show tablets are gaining traction, with a 7% increase from 2012, while smartphone usage stayed stagnant.

Devices Used to Find Health Information Online
Device	2012	2013
Tablet	4%	11%
Smartphone	7	6
PC	90	83
Source: Makovsky Health, September 2013

The majority of Americans would visit pharma-sponsored websites after receiving a diagnosis. In contrast, fewer would access this resource before filling a prescription and after first experiencing symptoms. Of note, year-over-year survey results showed a 10% decrease in the likelihood that Americans would visit a pharma-sponsored website after experiencing symptoms (from 26% in 2012 to 16% in 2013).

Conversations Driving Pharma Website Visits
Conversation	% of Searches (2013)
Experiencing symptoms	16%
After diagnosis	51
Before filling prescription	23
Source: Makovsky Health, September 2013

When asked about motivating drivers to visit a pharma company’s state or drug website for information, the key influencers were a physician recommendation, and news articles.

Referrals to Visit Pharma Website
Referral	% of Respondents
Physician	42%
News articles	33
Recommendations	30
TV ads	25
Drug discount card	14
Magazine ad	13
Web ads	11
Newspaper ads	9
Radio ad	9
Social media	6
Other	2
Source: Makovsky Health, September 2013

Gil Bashe, Executive Vice President and Practice Director, Makovsky Health, says “… as consumers research health-related information online… they seek trusted resources for that information… healthcare providers and patient advocates serve… key role in guiding consumers to credible information and community support… “

Even with the healthcare reform impacting patient care in coming months, says the report, consumers are not seeking information about the Affordable Care Act (ACA) online. The study shows that 33% of consumers have spent less than an hour researching ACA information in the past year, with 32% of respondents stating they have never researched healthcare reform.

Tom Bernthal, CEO Kelton, says “… these information-seeking patterns… suggest an increased pressure for healthcare companies… to simplify complex information for the millions of insurance-naïve, confused and anxious consumers entering the changing system…”

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