Healthcare communications and marketing news and information

A new study funded by the United Kingdom’s Economic and Social Research Council should be required reading for all those interested in learning how to develop more compelling online health content. According to the BBC, the study, which “examined the Internet search strategies of people who wanted to find specific health information,” indicates:

- People click away from health Websites with advertising very quickly.  Although pharma-produced Websites are accurate, searchers appear to question “the authors’ motivation and agenda.”

- NHS Websites are being rejected because they contain too much generic or background information

- Even if a Website made a “favorable impression,” it was unlikely to keep users’ attention if it did not “include personal stories to which the reader could relate.” “Many were specifically drawn to sites where they could read about the experiences of other people who have the same problems and concerns.”  

This is a very interesting study, which helps to explain why online health searchers use content created by their peers using social media tools.   

To learn more about this research, please click here.

Source: Kevin, MD
Image Source: BBC