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BizReport : Blogs & Content : August 30, 2010


comScore: Even docs checking health information sites

When it comes to health, it seems everyone is now turning online. Including physicians. According to the new comScore/ImpactRX Measurement solutions more than 80% of physicians online visited health care information sites and health categoried websites during the first quarter of 2010. Health Care Professional (HCP) content sites were the most visited by physicians.

by Kristina Knight

HCP websites also took the bulk of time spent on healthcare related websites, about 48%; that is the most amount of time spent on any health category for the quarter.

"The ability to understand physicians' actual online behavior rather than relying on recall based surveys provides a more accurate view of how physicians' utilize the Internet as a health information resource," said John Mangano, comScore Vice President of Pharmaceutical Marketing Solutions. "By understanding which health-related destinations are frequented by physicians, brand marketers and advertisers can effectively reach and engage this influential audience segment."

Here is how the health category website visits break down:

• 81% of physicians online visited HCP content destinations
• 75% visited more general healthcare websites such as WebMD
• 67% visited healthcare association websites
• About half of physicians visited pharma websites

By far the most time spent online was health content related with 48% of physicians visiting an HCP website. The closest competitor sites were pharma support sites (8% of time spent) and association sites with 7% of time spent. General health care received only about 25 of time spent online.

Of the HCP websites, Medscape.com had the most reach (57%). For pharma sites DoctorDirectory had 22% reach and for association sites AAFP.org had 17% reach. For general health content websites, WebMD had 20.5% reach.






Tags: comScore, health advertising, health content, online content, physicians








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