October 18, 2010
Online Video Big Draw on Health Sites for Marketers and Consumers
Pharma and healthcare marketers find their targets watching videos
Online video is usage is increasing in the healthcare industry, among both consumers and physicians alike.
Data released in September 2010 by Manhattan Research found that 48% of the 102.3 million US adults who went online for prescription drug information in 2009 viewed online video to learn more about these medications. This was up from 21% of this population in 2007.
In their quest for health-related video content, online health seekers most often turned to health information portals, video-sharing websites and pharmaceutical company sites, according to a 2010 study by Rodale.
Healthcare professionals are also turning to online video for information and education. A 2009 study by Hall & Partners and Google found that 11% of physicians accessed video sites when they were seeking specific health, medical or prescription drug information.
And a separate study by Manhattan Research found that promotion of prescription medications via live video, also known as edetailing, has bounced back after a bumpy start a decade ago. Not only has adoption more than doubled in the past two years, but a significant number of healthcare providers who participated in video detailing said it had also influenced their prescribing behavior, the research found.
User-generated videos posted on the internet are also growing in number. In September 2010, there were 5,000 live surgeries available on YouTube alone.
The opportunity is there for marketers to reach targets across the healthcare ecosystem, from patients to doctors and beyond.
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