March 16, 2010
Almost one-half of all consumers who use the Internet to search for pharmaceutical information are including online health videos in their search, according to a study by Manhattan Research. In addition, the study found that online health video drives action among this segment, with almost three-quarters of consumers doing additional research after watching an online health video. These findings are in the firm’s ePharma Consumer v9.0 study.
“The growing health video audience represents a strong opportunity for DTC marketers, particularly because this media format leads to considerable post-visit action,” Monique Levy, a senior director of research at Manhattan Research, said. “Understanding what kind of health videos to develop, and which Web sites or online channels to put them on, however, is critical to success.”
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