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BizReport : Blogs & Content archives : November 16, 2011

Consumers want health information, how brands can engage

According to comScore public health websites are among the most visited of the US Federal Government websites; three of the ten most-visited sites were dealing with health. More than 10 million US consumers visited the National Institutes of Health websites, for example, in September. Other high-ranking health sites include the Centers for Disease Control (CDC) and USDA websites as well as the Health and Human Services and FDA websites.

by Kristina Knight

"With health topics ranging from disease prevention to health care availability continuing to be priority issues for Americans, we are seeing government health agencies invest more in their digital media strategies to make information and resources more easily accessible," said John Mangano, comScore Vice President for Health Marketing Solutions.

It isn't just public health sites that are getting play from consumers, however. With high medical and insurance costs, many more consumers are shopping around for good health deals. This opens the area for brands to be a bit more, shall we say, interesting, in their appeal. Take the recent 'Zombie Apocalypse' infographic from HCC Medical Insurance Services.

By taking October and Halloween tricks and treats into account, the insurance brand capitalized on the pop culture phenomena of zombies, vampires and other other-worldly creatures. According to the company, their reach increased to nearly 850,000 while a competitor campaign for the same period reached less than 150,000. The company also saw a big increase in social media sharing/tweeting. Their campaign received 157 'regular' Tweets, 13 @-replies and 133 re-Tweets.

While health and insurance brands may be pushing the engagement envelope, a recent study from Visible Technologies finds there may be more room to engage through social media. Pharma brands are regulated and required to share adverse events - for example, bad reactions to their drugs - reported by consumers through social networks to the FDA.

The Visible Technologies report found less than 1% of pharma social media posts included Adverse Event information and only 14% of posts containing Adverse Event information had name and contact information readily available for consumers to use.

Greg Singh, regional director, Visible Technologies said, "These findings prove that AER [Adverse Event Reporting] reporting is far less common than people think, creating a safer harbor for pharmaceutical marketers who want to embrace the many opportunities that social media offers to engage with consumers and build brand loyalty. It also gives them the opportunity to effectively use social media to improve AER, rather than ignore the potential upside of this new medium."

Tags: comScore, health advertising, health content, HHC Medical Insurance Services, pharma ads, pharma marketing, Visible Technologies

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  • essiekunz18

    My wife and two children and I live in the state of Illinois. Our current health insurance plan is a Choice Plan that is provided by "Penny Health" . The plan itself is a consumer driven health care plan.



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