People seeking healthcare information online are leery about privacy issues when it comes to desktop search, one recent study finds. They also don’t seem to trust much of the advertising from these companies, according to a separate study. These trends, plus the fact that the FDA has yet to deliver significant social media marketing guidance to pharma companies, leaves the industry guessing how to best approach consumers.
Mobile Is Best for Sensitive Issues
One avenue–mobile search–is a clear path. People seeking out sensitive health care related information are more likely to do it from their mobile devices—perhaps because they more sensitive about tracking and privacy issues. This trend was identified by Healthline mobile search, a consumer health search engine.
It recently published a list of 2011's most-searched health and medical terms that were done on desktop computers and mobile devices. It found significant differences in what consumers search for from the privacy of their mobile devices vs. from PCs.
Top mobile searches included keywords related to more private issues like sexually transmitted diseases and mental health topics.
Perhaps for these reasons, search engines such as Google and Bing are the top online sources of health information for US adults, according to results of another poll, by Harris. Almost seven in 10 (69%) respondents indicated they use search engines to find health data online.
Dubious Health Care Ads
Another study, from PARTNERS+simons, shows that health care companies need to rebuild trust with consumers, as many put little stock in their advertising messages. Here, the most likely avenue are unvarnished social media channels.
"The rising popularity of social media and online ratings systems - from the general Yelp and epinion platforms to specialized environments like RateMDs — carry unfiltered, personal recommendations of banks, physicians, hospitals and insurers, using lively grammar," CEO Tom Simons said. "But their 'currency' lies in their believability and usefulness. This is true word of mouth advertising."
The problem with social media advertising, though, is that the FDA has provided little guidance as to what is acceptable.
