Online Health Advertisements Increasingly Trusted, Effective, 2010 About.com Health Study Finds

Published on Tuesday, 31 August 2010 09:40 Written by TradersHuddle Staff

NEW YORK-( Business Wire )-

Significantly more people find online health advertisements helpful in coping with diseases and learning about the side effects and safety of medication, according to About.com’s 2010 Health Study.

The study – conducted online in June – sought to better understand how users are consuming health content online, also gauging perceptions and attitudes towards health advertisements. It reviewed users’ online behavior regarding medical conditions and diagnoses as well.

Study results revealed that people are using the Internet to take charge of their health and to better educate themselves about conditions and treatment options.

“Health users are increasingly looking to relevant advertisements as decision making tools, when those ad messages are properly connected to the consumer’s need or goal,” said Evan Minskoff, vice president, marketing, the About Group. “Advertisers can reach prospects more effectively when they align messages with content that helps deepen a brand’s relevance to consumers at key moments of need.”

The study uncovered that people are finding health ads helpful in coping with diseases and learning about medication. For instance, 58 percent of respondents said they are looking for pharmaceutical advertisers to provide them with information on possible side effects and drug safety, while 47 percent said they look to ads to help them cope with a condition or disease. Both figures represent at least 100 percent increases over last year’s results. More than half of survey respondents also said they look to health ads to determine drug effectiveness.

Analysis from this year’s study also revealed:

Online health ads activate consumers as a result of seeing a healthcare ad online:

• 44 percent researched medication in more detail as a result of seeing a healthcare ad online, up from 36 percent in 2009.
• 35 percent talked to their doctor after seeing an online healthcare ad.

Sixty percent of survey respondents said they took action as a result of seeing a healthcare ad on About.com. Among this group, he following actions were taken :

• 70 percent researched the medication in more detail.
• 56 percent talked to their doctor.
• 33 percent spoke to friends/family about the medication.
• 24 percent visited a pharmaceutical website.

Participants also indicated that printable health tips (40 percent), free trial offers (38 percent), and brief user stories (29 percent), were helpful in health ads in general.

The study revealed differences for ad receptivity by age as well. Thirty-two percent of younger adults (25-54) find stories about people who experience the same symptoms more helpful compared to 27 percent for older adults 55+. Fifty-eight percent of adults 55+ said they are more receptive to ads that have information about coping with diseases and medication side effects/safety, significantly higher than for younger adults.

Almost half of survey respondents said ads that incorporate humor and are visually appealing with a lot of color and pictures grab the most attention. Younger adults 25-54 are more receptive to ads with social elements and Interactive ads, while older adults 55+ are more receptive to video ads.

There is also a significant rise in the use of search engines to find more information about new diagnoses and medical conditions, up to 65 percent compared to 47 percent in 2009. Further, the study found that when searching online:

• 68 percent of respondents said they feel better informed when talking with their doctor, making it a two way dialogue rather than a one way conversation.
• 62 percent of respondents said they research medications and therapies.
• 53 percent of respondents said they get lifestyle suggestions to improve overall health and wellness.

For a copy of the full About.com 2010 Health Study, please contact Erica McDonald at This e-mail address is being protected from spambots. You need JavaScript enabled to view it. or 212-204-1724.

About The About Group

The About Group comprises the Web sites About.com, ConsumerSearch.com, UCompareHealthCare.com and CalorieCount.com. About.com is a valuable resource for content that helps users solve the large and small needs of everyday life. ConsumerSearch.com analyzes expert and user-generated consumer product reviews and recommends the best products to purchase based on the findings.

UCompareHealthCare.com provides dynamic interactive tools that enable users to measure the quality of healthcare services. CalorieCount.com offers weight management tools, social support and nutritional information to help users achieve their diet goals.

The About Group is part of The New York Times Company, a leading media company with 2009 revenues of $2.4 billion, which includes The New York Times, the International Herald Tribune, The Boston Globe, 15 other daily newspapers and more than 50 Web sites, including NYTimes.com, Boston.com and About.com. The Company’s core purpose is to enhance society by creating, collecting and distributing high-quality news, information and entertainment.

This press release can be downloaded from www.nytco.com

About.comErica McDonald, This e-mail address is being protected from spambots. You need JavaScript enabled to view it.