?Pre-Visit Patients? Emerge as New Segment for Advertisers
Analyses of HealthGrades Survey and Manhattan Research's Cybercitizen Health® Study Shed Light on Pre-Visit Patients
GOLDEN, Colo.--(BUSINESS WIRE)--Oct 6, 2009 - Online individuals who have a scheduled appointment with a doctor – also known as Pre-Visit Patients™ – hold a range of traits and behaviors that make them of deep interest to health-related advertisers, according to an analysis of two surveys conducted separately by Manhattan Research and HealthGrades, the leading independent healthcare ratings company.
Taken together, the two data analyses show that Pre-Visit Patients are more engaged and empowered to take action and influence others.
“Pre-Visit Patients are, by definition, on their way to the doctor, and have a unique set of behaviors surrounding their immediate medical need,” said HealthGrades Senior Vice President of Internet Strategy and Operations Andrea Pearson. “For advertisers, this newly defined population of Pre-Visit Patients -– which comprises the vast majority of traffic to HealthGrades.com, where individuals find and make appointments with doctors -- presents an opportunity to engage patients at the exact moment they are most in need of new information, and are about to have a conversation with their physician about their diagnosis and treatment options.”
A survey of individuals visiting HealthGrades.com to research doctors and hospitals finds that 82 percent will visit a doctor within 30 days, and 91 percent will visit a doctor within 60 days. The survey of 3,408 visitors in January, 2009 drilled down to uncover some behaviors of this Pre-Visit Patient group that suggests a need for information that can be used pro-actively.
Specifically, the HealthGrades survey found:
Manhattan Research Study Analysis
HealthGrades, a client of Manhattan Research, conducted further analysis of Manhattan Research's Cybercitizen Health® v8.0 study from October 2008 focusing on a sub-segment of the online population called the “Pre-Visit Patient” population, individuals who are online and searching for health information prior to a scheduled physician appointment. Specifically, the analysis compared these individuals with others who are online and looking for healthcare information (termed “eHealth Consumers”)
The analysis found that Pre-Visit Patients are:
More Information About the Research
For more information about the Cybercitizen Health® survey from Manhattan Research, please visit http://www.manhattanresearch.com/ CCH/. For additional information about HealthGrades' Pre-Visit Patient research, please visit www.healthgrades.com/previsitpatient.
Health Grades, Inc. (Nasdaq: HGRD) is the leading independent healthcare ratings organization, providing quality ratings, profiles and cost information on the nation's hospitals, physicians, nursing homes and prescription drugs. Millions of patients and many of the nation's largest employers, health plans and hospitals rely on HealthGrades' quality ratings, advisory services and decision-support resources. The HealthGrades Network of Web sites, including HealthGrades.com and WrongDiagnosis.com, is a top-ten health property according to comScore and is the Internet's leading destination for patients choosing providers. More information on how HealthGrades guides America to better healthcare can be found at http://www.healthgrades.com.
Manhattan Research methodology
The Cybercitizen Health® v8.0 survey was fielded in Q3 of 2008. In total, 8,714 U.S. adults (age 18 and over) were surveyed. The survey was conducted in two parts. Market sizing data for the U.S. adult audience was conducted using an in-depth random-digit–dial (RDD) telephone interview of 4,300 consumers. A second survey of online consumers was conducted to understand online behaviors and sites visited. The online portion of the study surveyed 4,414 consumers.
The resulting data is weighted and benchmarked to age, gender, education and region from the latest U.S. Census Bureau normative data. The data is representative of both online and offline consumers. The data in the Cybercitizen Health ™ Survey is statistically significant. The margin of error for the telephone data set is +/- 1.6% at the 95% CI, and +/- 2.1% at the 95% CI for the online data set.
The Pre-Visit Population (n=743) consists of consumers who have gone online for health before a scheduled physician appointment.
Scott Shapiro, 720-963-6584
Posted: October 2009
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