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BizReport : Blogs & Content archives : September 11, 2009

Report: 64% of consumers look online for health information

Health and pharmaceutical advertisers take note. According to the latest research from Burst Media, up to 64% of consumers will look online for specific health information in the coming months. As the autumn and winter months approach in the US, consumers are expected to go online to learn more about ways to prepare for H1N1/Swine Flu.

by Kristina Knight

"Health marketers are some of the most active advertisers online. They have very specific needs - including targetable consumer segments and vetted quality health content," said Don Byrnes, Executive Vice President of Media Sales for Burst Media. "As a unique, pre-packaged solution, the Burst Health & Wellness Network delivers on both these requirements with targeted reach in a fully transparent environment that provides marketers with site level reporting."

The survey found the ">following results:

• 24% of consumers will look to national broadcast news mediums for information
• 21% will look to dedicated Internet content sites
• 19% of consumers will look to local television news outlets
• Nearly two-thirds (61%) of consumers are worried about the H1N1 virus
• Parents and grandparents are more worried than non-parent/grandparents

This presents a unique opportunity for health marketers to not only connect with an actively in-market consumer base but it also allows them to engage the audience by providing pertinent information. It also poses an opportunity for legitimate content websites to engage the consumers audience, creating a larger user base which will return time and again for more pertinent information. This, of course, gives publisher sites a better opportunity for ad revenue.

Tags: Burst Media, health advertising, health content, online content, pharma ads

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