webchutney digital healthcare report 2011

23
Delhi Mumbai Bangalore 7, Keher Singh Estate, Ground Floor, Westend Marg, Lane 2, Said-ul-Ajaib, New Delhi - 110030 Phone +91 11 32572301 - 04 Fax +91 11 29534136 Abhishek 'G', 2nd Floor, Juhu Versova Link Road, Andheri (W), Mumbai - 400053 Phone +91 22 26365364, 26365380, 26365391 Fax +91 22 26364068 NewBridge Business Center, 777/D, 100 Feet Road, Indiranagar, Bangalore - 560038 Phone +91 9845096692 Fax +91 80 25211515 ©2010 Webchutney Studio Pvt. Ltd. All rights reserved. Webchutney Digital Healthcare Report 2011 Webchutney works with leading companies in India by developing award winning and memorable experiences for brands to connect, engage with and build sustained relationships with their consumers online. Our clients include Airtel, Microsoft, Unilever, Marico, Titan, Samsung, MasterCard, Barclays, Nokia and Canon among others. We work with them in areas of online advertising, website design, mobile marketing and social media. Ranked as India’s Number 1 Digital Agency two years in a row (Brand Equity Agency Reckoner, The Economic Times, 2008 & 2009), Webchutney is committed to leading the interactive marketing industry. We are a team of over 200 digital marketing professionals across New Delhi, Mumbai and Bangalore. Visit us at www.webchutney.com for more information. Follow us on www.twitter.com/webchutney Join us on www.facebook.com/webchutney Catching the e-Healthcare Bug

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Delhi

Mumbai

Bangalore

7, Keher Singh Estate, Ground Floor, Westend Marg, Lane 2, Said-ul-Ajaib, New Delhi - 110030Phone +91 11 32572301 - 04 Fax +91 11 29534136Abhishek 'G', 2nd Floor, Juhu Versova Link Road, Andheri (W), Mumbai - 400053 Phone +91 22 26365364, 26365380, 26365391 Fax +91 22 26364068NewBridge Business Center, 777/D, 100 Feet Road, Indiranagar, Bangalore - 560038Phone +91 9845096692 Fax +91 80 25211515

©2010 Webchutney Studio Pvt. Ltd. All rights reserved.

WebchutneyDigital Healthcare Report 2011

Webchutney works with leading companies in India by developing award winning and memorable experiences for brands to connect, engage with and build sustained relationships with their consumers online.

Our clients include Airtel, Microsoft, Unilever, Marico, Titan, Samsung, MasterCard, Barclays, Nokia and Canon among others. We work with them in areas of online advertising, website design, mobile marketing and social media.

Ranked as India’s Number 1 Digital Agency two years in a row (Brand Equity Agency Reckoner, The Economic Times, 2008 & 2009), Webchutney is committed to leading the interactive marketing industry.

We are a team of over 200 digital marketing professionals across New Delhi, Mumbai and Bangalore.

Visit us at www.webchutney.com for more information.Follow us on www.twitter.com/webchutneyJoin us on www.facebook.com/webchutney

Catching thee-Healthcare

Bug

ContentsContents

Foreword ................................................................................................ 2

............................................................................................ 4

A NEW BREED OF HEALTHCARE INFORMATION SEEKERS .............. 6

Surge in Online Healthcare Information Research ................................ 7

Demographic Profile of the Healthcare Information Seeker .................. 9

Substantial Experience with Internet Usage .......................................... 10

Time Spent on Online Vs Offline Media ................................................. 11

High Frequency of Internet Usage ......................................................... 12

Maximum Time Spent on Search Engines ............................................ 13

E-Mail, Chat/IM Most Popular Online Activities ...................................... 14

SHIFTING LANDSCAPE OF INDIAN HEALTHCARE INFORMATION CONSUMPTION ............................................................ 16

Internet Supplements Traditional Sources of Healthcare Information ... 17

Health Hunt Online is Diverse ................................................................ 19

Search Engines Facilitate Maximum Healthcare Research ................... 22

Online Healthcare Information Research Heading Mainstream ............ 23

Positive Impact on 9 out of 10 Healthcare Information Seekers ........... 24

‘SOCIAL’ HEALTHCARE RESEARCH CASTS A WIDE NET................... 25

The Widening Circle of Online Healthcare Research ............................ 26

Social Networks Influence Health Related Opinions ............................. 28

Healthy Exchange of Information among Social Groups Online ........... 29

Healthcare Activity on Social Networks is the New Currency ................ 30

FUTURE OF MOBILITY IN INDIAN HEALTHCARE ................................. 32

The Next Frontier in Health: Mobile Healthcare Applications ................ 33

Substantial Interest in Location Based Healthcare Services ................. 35

Building Relevant Mobile Healthcare Strategies ................................... 36

Takeaways for Healthcare and Pharmaceutical Marketers ................... 38

Methodology .......................................................................................... 40

About the Authors .................................................................................. 42

Introduction

THE FINAL DIAGNOSIS ......................................................................... 37

Foreword

Among the 80 million Indians online, there is a silent revolution brewing that will knock down conventional barriers dividing the role of consumers and providers as they are perceived today.

The web has opened up new paradigms in dynamic and participative communication, which takes place in real-time. As access to information becomes democratized and the network of discerning, wired individuals grows in India, we are beginning to witness an increasing number of healthcare consumers and patients empowering themselves with ‘self-diagnosis’, proactively looking for cures, remedies and information on medical composition while sharing their findings with peers and large social networks online. This is evident in the fact that 72% of respondents in our digital healthcare survey admit to searching for health related information online, and 8 out of 10 of them are looking for information for themselves as well as others.

This spells a unique challenge for all stakeholders in the healthcare marketing ecosystem, who run the risk of alienating themselves from this emerging network of collective intelligence among healthcare consumers online. 70% respondents from our survey trust Internet over friends and family and other traditional advertising channels, while making optimum use of search engines like Google, and curating personalized content/information from medical journals and company websites found online, which is not too far behind from the 77% who still impose unconditional trust in doctors and medical experts for medical help and well being.

Majority of them (65%) seek information on specific disease or medical conditions, while others hunt for tips and suggestions on diet, fitness and overall well-being. And a substantial chunk expressed interest in using relevant mobile applications (47%) and location based mobile healthcare services (67%). Needless to say, this illustrates the massive change required in traditional healthcare marketing strategies which must embrace digital delivery and communication mechanisms that promote community building and spark dialogues, not monologues, in an increasingly complex professional healthcare marketing system.

2

Healthcare brands need to harness the power of paid, owned and earned media online effectively to ensure maximum outreach and engagement with consumers wherever they thrive. From blogs, wikis, social networks and communities to branded and promotional websites and ads including SEO/SEM/SMM, they need to be present and accessible to consumers who evangelize the medium and will promote positive buzz in return. They need to weave digital into the fabric of their marketing strategy, by placing it at the heart of integrated communication strategies. And this will just be the beginning of a sustained commitment to stay connected with the rapidly evolving digital genes of consumers that grows more complex with developments in interactive technologies.

‘Catching the e-Healthcare Bug’ presents a comprehensive analysis of current trends in the Indian consumers' usage and attitude towards Internet as well as their online health information research and preferences, with relevant insights to help healthcare product and service providers leverage this powerful medium and prepare for a revolution in traditional marketing strategies ahead.

Lead AnalystShweta Bhandari

3

4

Introduction

The Indian healthcare market has remained immune to challenges posed by global recession and has become one of the world's most lucrative healthcare markets today. With a steady growth of 12% recorded in the last four years, this industry is set to make giant strides with an increased contribution of 6-7% to the country's GDP by 2012. The healthcare services sector is predicted to hit the $77 billion mark by 2012, the pharmaceutical

1market is expected to grow to $20 billion by 2015 , and the medical health 2insurance industry is set to reach $3 billion by 2012 , which is an evidence

of sustained and lucrative growth opportunities before key national and international players in the healthcare sector.

At the time of India's independence, just about 8% of all qualified modern medical care was provided by the private sector. Today private spending in healthcare is around 80%, while relatively cost-effective public healthcare

2services comprise a modest 12% . With spike in income levels and exposure to world-class standards of healthcare products and services, along with rising population and shifting disease patterns, the demand for quality healthcare is bound to increase further.

5

Shifting Landscape of Indian Ailments

With robust development witnessed in this sector, it is equally interesting to note a rise in 'preventive' along with 'curative' measures of healthcare among Indians. The traditional top-down model of healthcare information dissemination which pushes marketing messages to consumers is slowly being challenged by more literate, evolving, knowledgeable and empowered healthcare consumers. New-age communication channels like Internet have become a significant source of healthcare information, gradually gaining importance equivalent to conventionally trusted sources like doctors and healthcare professionals/experts.

The Indian healthcare consumer typically imposes unconditional trust in his/her doctor/healthcare professional for diagnosis, tests, prescription and treatment. However, with growing awareness and easy access to valuable information about health and well being on the world wide web, consumers are proactively making an effort to look for, gather and curate health related content from a variety of trusted information sources online, regardless of their medical conditions i.e. from chronic, terminally-ill patients to individuals seeking preventive healthcare. Armed with relevant knowledge, it is likely that the decision to purchase or consume branded healthcare products/services will be made on the basis of information accessed online.

With its ability to offer uninterrupted consumer-initiated research, Internet is slowly becoming one of the major drivers in influencing consumer choices and preferences for various brands/products much before they actually visit an outlet for final purchase. A similar trend is witnessed in the healthcare segment as well, with Internet becoming home to healthcare content spread across a host of online platforms including healthcare websites, communities, blogs, pages on social networking sites, organic search results etc. It is critical for marketers to hone their understanding of the medium to service healthcare demands of a teeming online populace better and use it optimally to promote product/service sales while garnering deep-rooted consumer confidence to their advantage.

Our report ‘Catching the e-Healthcare Bug’ highlights the impact of the Internet on discerning healthcare consumers and changing trends in consumption of healthcare information. It clearly identifies the need for healthcare product and service providers to cater to this demand by supplying accurate health related information and direction while creating greater visibility for their brands through unique, intuitive and direct customer engagement.

1McKinsey: India Pharma 2015 Report2Assocham-Yes Bank Report

Source: Global Pharma Looks to India, PWC Report

9%10%

12%

14%

24%

5%8%3%15%

100%

80%

60%

40%

20%

0%2001-02 2006-07 2011-12

9%

20%

9%11%

18%

5%10%4%13%

21%

9%11%8%

17%

6%10%5%13%

Pain/Analgesics,Gynaeclogical &Dermatology

Respiratory

GastrointestinalVitamins/Minerals

Anti-infectivesNeuro/CNS

CardiovascularAntidiabeticOthers

Surge in Online HealthcareInformation Research

Survey findings indicate that a whopping 72% respondents use Internet to research health related information. We refer to these respondents as 'Healthcare Information Seekers' in our report. With growing literacy and increasing penetration of the digital medium across the country, it is not too surprising to witness the shift from traditional sources of information towards Internet for procuring healthcare related information.

7

72% respondents use Internet to access healthcare related information. With shift from 'curative' to 'preventive' healthcare measures, consumers are more aware and knowledgeable about healthy living and wellness than ever before, thanks to easy access to vast resources available online.

*The term ‘Healthcare Information Seekers’ denotesrespondents in the Webchutney Healthcare Survey who claim to

search for healthcare information online.

28%

72%

Base: 2244

NoYes

% Respondents who have searched forHealthcare Information online

A NewBreed of

HealthcareInformation

*Seekers

A NewBreed of

HealthcareInformation

*Seekers

8

Demographic Profile of the Healthcare Information SeekerBased on demographic details of our respondents, maximum healthcare information seekers are male (85%), fall in the age group of 25-35 years (44%), are salaried (65%) and fall in the monthly income bracket (MIB) of Rs 25,000 – 40,000 (24%).

9

Several reasons could be attributed to preference for Internet as a valuable source of health related information today. With volumes of in-depth information available free of cost at the click of a mouse from around the world, coupled with personal interactions sparked and exchanged among peers, strangers, care-givers and experts online, Internet's innate ability to deliver all this, along with rising awareness about strengths of the interactive medium, propel its usage among healthcare information seekers.

Another significant development in the evolution of the healthcare consumption process and rise of Internet as a trusted source of information is the shift in prevalence of diseases from chronic to lifestyle related ones. There is also an increased focus on 'preventive' rather than conventional 'curative' measures of healthcare. Urban consumers have the propensity to detect malaise affecting health, inducing preventive action much before the actual onset of the disease through information exchange across a wide range of online resources. There is ample content available online across a variety of remedies, ranging from local, home-based solutions to ayurvedic, allopathic and other forms of treatments, coupled with listings of doctors, hospitals, diagnostic labs and insurance schemes. While searching for and sharing health related information, online users have become savvy and more involved in their well-being than ever before.

The boom in the Indian healthcare landscape, from medical insurance and medical technology/ procedures and pharmaceuticals to hospitals and other healthcare products/services is a function of the massive surge in demand among the discerning, intelligent and affluent healthcare consumers. Interactive mediums like Internet and mobile have become significant sources of valuable information for such consumers, and offer marketers better opportunities to engage in direct conversation with existing and prospective consumers while increasing recall, awareness and visibility for brands across healthcare products and services.

Age Gender

OccupationMonthly Income Bracket (MIB)

Base: 1626

FemaleMale

15%

85%

25-35 yrs19-24 yrs 36-45 yrsAbove 55 yrs46-55 yrs

28%

7% 8%

13%

44%

23%

4%10%

9%

24%

18%12%

Rs. 80,000-1,00,000

Less than Rs. 6,250Rs 25,000-40,000Rs. 12,500-25,000

Rs. 40,000-80,000

Rs 6,250-12,500

3% 3%

23%65%

6%

HousewifeSalariedSelf Employeed

Other

Student

More than Rs 1,00,000

With Internet being the single global platform for information seekers and providers, it is not surprising to witness a stronger preference for it over traditional media amongst online users. An impressive 80% healthcare information seekers claim to spend more than 5 hours online during weekdays, whereas just 37% watch Television for 1-2 hours during weekdays, 33% spend time reading newspaper for about 30-60 minutes, and most spend less than 30 minutes on Magazines and Radio.

1110

Substantial Experience withInternet Usage

84% respondents indicate they have been online for more than 5 years, making them aware, educated and knowledgeable about various aspects of the Internet. This experience empowers them with expertise in research and helps them engage in a variety of useful online activities. The high level of engagement opportunities online enable healthcare information seekers to search for doctors, treatments, remedies and share personal details to track healthcare conditions/solutions not just for themselves, but for others as well.

84% respondents have been online for 5 years or more, indicating experience and maturity in usage of various online platforms. 3 out of 4 respondents who have been online for more than 6 years look for health related information online

Base: 2244

Years of Experience with Internet Usage

11%

75%

9%

2%3%

1-2 yearsUpto 1 year5-6 years2-5 years

6 years and above

Of the 75% respondents who have spent 6 or more years on the web, 3 out of 4 look for healthcare related information online. Armed with better search abilities, their quest for healthcare solutions covers a host of products and services to increase awareness and improve their health or medical condition(s). Mass communication needs to be slowly replaced with a more personalized approach in healthcare, as consumers become self-reliant by proactively searching for health-related content online, giving marketers a tremendous opportunity to create greater awareness for their products and services online with a more consumer-focused approach.

Time spent on Online Vs Offline Media

Base: 1626

Online vs. Offline Media Usage (Weekdays)

TV Newspaper Magazine Radio Internet

2-5 hours

1-2 hours

30-60 minutes

Less than 30 minutes

More than 5 hours 80%3%

2%12%

3%

28% 7%4%

5% 56%

37% 15% 12% 9% 27%

25% 33% 19% 14% 10%

9% 21% 32% 35% 2%

Internet is the predominant medium of use for healthcare information seekers on weekdays. The opportunity for interaction and engagement on this medium adds much more value than any other medium in health-related information exchange and research among online consumers across the world

Maximum Time Spent on Search Engines

13

The time spent online by healthcare information seekers is divided across a variety of Internet platforms including blogs, online communities, social networking sites, company/brand websites and search engines.

Search engines like Google, Yahoo, Bing etc. emerge as the most popular tools for sourcing, accessing useful and accurate information available from around the world, and are a valuable source for 'learning' and 'entertainment' online.

Time Spent Across Various Online Platforms

High Frequency of Internet Usage

Survey results indicate that a whopping 96% healthcare information seekers log onto the net at least once daily. This is indicative of the extent to which this medium has become an integral part of their lives.

52% of these online healthcare seekers claimed to log onto the net as many as 5 times a day, indicating the immersive and engaging nature of this medium.

96% respondents seeking healthcare information online, log on to the net at least once a day or more. Of the

52% respondents who access Internet over 5 times a day, maximum fall in prime age group of 25-35 years.

Frequency of Internet Usage

52%

17%

27%

3% 1%

Over 5 times a dayOnce dailyOnce a week

2-5 times a dayOnce in 2-3 days

Base: 1626

Base: 1626

Social networking websites like Facebook, Orkut, LinkedIn and Twitter have amassed tremendous popularity amongst online Indians, as well as Internet users worldwide, in a particularly short span of less than a decade. It is estimated that Facebook in India alone has a massive user

3base of 20.9 million (July 2010) and the country ranks 8th in the list of top 20 countries by user-base on Facebook. The most active age group

3on this social networking site is 20-29 years . It is therefore, not surprising to note social networking websites follow search engines as the second most popular platform online among healthcare information seekers.

Blogs Online Communities Social Networking Sites

Company/Brand Website Search Engine

2-5 hours

1-2 hours

30-60 minutes

Less than 30 minutes

More than 5 hours 50%12%20%7% 11%

5%8% 23% 17% 46%

8% 14% 22% 20% 36%

13% 20% 22% 23% 22%

29% 23% 18% 19% 10%

3Facebook.com

12

14

E-Mail, Chat/IM Most Popular Online Activities

Internet offers a truly 'immersive' experience in comparison with other media, and keeps users absorbed and engaged with a range of individual or group activities. Survey results indicate that online healthcare seekers pursue a variety of activities on the web ranging from basic and very simple ones to complicated and interactive activities.

Maximum healthcare seekers online spend 2-4 hours in a day connecting/socializing with friends, peers, family and even strangers on e-mail and chat/instant messaging forums like Google Talk, Yahoo and MSN Messenger among others online. They spend around 1-2 hours on social networking websites like Facebook, Orkut etc., along with searching for product/service related information and spend upto 30 minutes watching videos online in a day. Tweeting is a popular activity with up to 15 minutes spent on it daily along with a similar amount of time being spent on downloading music, wall papers etc and visiting/joining online communities.

15

Healthcare information seekers spend maximum time online interacting with friends, peers, family and even strangers

through e-mail and chat/instant messaging forums.

Time Spent on Online Activities

2-4 hours or more 1-2 hours 30 minutes - 1 hour

15-30 minutes Upto15 minutes

Emai

l

Dow

nloa

d M

usic

Cha

t/IM

Soci

al N

etw

orki

ng

Sear

ch P

rodu

cts/

Serv

ices

Wat

ch V

ideo

s

Dow

nloa

d O

ther

Vis

it/J

oin

Onl

ine

Com

mun

itie

s

Twee

t

40%

30%

20%

10%

0%

Base: 1626

Internet Supplements TraditionalSources of Healthcare Information

77% respondents indicated doctors/healthcare professionals as their most trusted information source for healthcare. Clearly, this trust emanates from meeting the doctor in person, discussing the problem threadbare before seeking a personalized diagnosis followed by treatment/medication to address a medical condition.

With 70% respondents voting for Internet as their next most trusted source of information, it indicates how the medium has assumed importance much more than other conventional sources like friends and family and traditional/offline media including TV, radio and print, showing a paradigm shift in the way consumers research and manage their healthcare needs today.

17

Most Trusted Source for Health Related Information

With 7 out of 10 respondents imposing trust in Internet as a source of healthcare related information, it is clear that

significance of e-Healthcare has grown manifold

Doctor/Healthcare Experts

Internet

Friends & family

Newspaper

Magazines

TV

Published Journal/Newsletters

Health/Medical Insurance Co.

Radio

Ad hoardings (OOH)

Other

None of these

77%

70%

48%

47%

40%

38%

27%

13%

8%

6%

1%

1%

Base: 2244

ShiftingLandscape of

Indian Healthcare Information

Consumption

ShiftingLandscape of

Indian Healthcare Information

Consumption

18

Moreover, while the convention was to seek opinions/advice from friends and family for healthcare issues, now the same social circle has moved online. Owing to paucity of time and convenience of communicating through the net, the same opinions are now being sought through the web, particularly with social networking sites and online forums enabling rapid information dissemination and exchange across social circuits.

As consumers deepen their level of engagement with the cyber world and access vital information about disease prevention, restorative cures, and to enhance overall well-being, a new trend is gaining critical mass. Increased adoption of wireless and digital modes of communication among Indians has already set the pace for a massive change in consumption of healthcare information, which must be acknowledged by marketers in time to prepare for the road ahead.

Health Hunt Online is Diverse

Empowered healthcare information seekers use multiple online platforms to search, curate and collate healthcare information on a wide variety of topics.

65% healthcare information seekers indicate that they search for information on a specific disease or medical problem online which is also a primary reason for patients to visit a doctor. This suggests that online healthcare consumers are actively breaking away from traditional norms and curating healthcare information on the web. Among other important topics, information on exercise and fitness (62%), medical treatments and procedures (52%) and tips for general well-being (51%) emerge as primary health content being sought by healthcare information seekers online.

Amongst 25-35 year olds, which is the largest age group engaged in online health research, information about hospitals/clinics/nursing homes and doctors/healthcare professionals is most sought after. Healthcare information seekers in the monthly income bracket of Rs 25,000-40,000 search most for information on Health Insurance and Alternative Treatments/Home remedies. Moreover, the salaried class researches information on health insurance (73%) and hospitals/clinics/nursing homes along with weight loss/exercises (66%) related information in that order.

Popular healthcare topics searched online amongst men are Health insurance and Hospitals/Clinics/Nursing Homes (68%), and amongst women it is information about curative measures and weight loss which is indicative of their growing interest in adopting healthier lifestyles, managing their diet, seeking fitness, wellness and overall greater command over their own and their family's health.

19

2120

Demographic Category-wise Top 3 Online Health Research TopicsType of Health related Information searched Online

Base: 1626

Specific disease or medical problem

Exercise/Fitness Related

Medical treatment or procedure

Tips for general well being

Alternative treatments/Home Remedies

Preventive Remedies

Benefits/side effects of medicines

Weight loss/control

Hospitals/Clinics/Nursing Home related info

Health Insurance

Related to doctors/healthcare professionals

Curative Measures

Components of medicines

Information about healthcare equipment

Depression/anxiety/stress management

Prescription or over-the-counter (OTC) medicines

Other

65%

62%

52%

51%

45%

39%

37%

33%

30%

26%

25%

24%

18%

16%

14%

14%

1%

From searching for information about specific ailments or medical condition, to tips for general well-being and remedies, healthcare information seekers are actively

breaking away from traditional norms and curating health content from the web

%Online Research TopicsAge Group

25-35 years Hospitals/Clinics/Nursing Homes 51%

Doctors/healthcare professionals 51%

36-45 years Alternative treatments/home remedies 49%

Prescription or over-the-counter (OTC) medicines 31%

Rs 25,000-40,000 Health Insurance 27%

Alternative Treatments/Home remedies 26%

Rs 40,000-Rs 80,000 Benefits/Side effects of Medicines 26%

Tips for General Well Being 26%

Male Health insurance 90%

Hospitals/Clinics/Nursing Homes 86%

Female Curative Measures 22%

Weight Loss/Control 22%

Salaried Health Insurance 72%

Hospitals/Clinics/Nursing Home 66%

Self Employed Curative Measures 28%

Information about healthcare equipment such as Blood pressure machine, digital thermometer etc. 27%

Monthly Income Bracket

Gender

Occupation

22 23

Search Engines Facilitate Maximum Healthcare Research64% healthcare information seekers facilitate their quest for health related research via search engines. Amongst these, 74% fall in the age group of 25-45 years.

Search engines offer the unique ability to source information from a wide range of platforms such as websites, discussion forums, published documents and journals etc. Healthcare marketers have a huge opportunity to create greater visibility and awareness using search engine optimization and marketing tactics to effectively capture a large discerning consumer base online.

A substantial chunk of healthcare information seekers also search for health information across newsletters, publications, journals and company websites, offering healthcare marketers unparalleled branding opportunities to increase recall value of their products and services while drawing attention of large audiences towards themselves.

Online Platform most used for accessing Health related Information

74% healthcare information seekers using search engines fall in age group 25-45 years.

Base: 1626

Online Healthcare Information Research Heading MainstreamSurvey findings indicate that a majority 51% healthcare seekers online look for healthcare related information frequently, ranging from several times a day to once every few weeks.

51% online healthcare seekers research health related topics on the net as frequently as several times a day to every few weeks

Frequency of looking forHealthcare Related Information Online

13%

49%

11%

22%

5%

About once a day

Every few weeks

Once a week

As and when required

Several times a day

With majority 77% healthcare information seekers indicating the current status of their health as 'Good', it is not surprising to witness 49% healthcare information seekers logging onto the net to procure healthcare related information as and when they require it. Discerning healthcare information seekers are no longer reactive but proactive in their approach towards sourcing health related content online for greater well-being, and have the option to frequent online platforms as they desire, wherever possible.

How would you rate your Health?

Good77%

Average22%

Poor1%

Search Engine

Newsletter, Medical Journals

Company Website

Online Communities

Blogs

Health Insurer’s website

Social Networking Sites

None of these

Other

64%

54%

38%

26%

23%

19%

17%

2%

1%

Base: 1626

Base: 1626

Positive Impact on 9 out of 10Healthcare Information Seekers

The perceived utility of online healthcare related information is a function of its impact on improving a healthcare seeker's medical condition. Survey findings indicate that 90% healthcare information seekers are of the opinion that health related information found online was of use to them.

While 6 out of 10 healthcare information seekers agreed that healthcare information they found online gave them directions/changed the way they cope with a chronic medical condition, 57% were of the view that it helped them manage their diet/exercise/stress better.

Evidently, one of the greatest advantage of online healthcare information is the knowledge with which it empowers people to manage their medical condition better or adopt better treatment or medication towards taking care of their health.

14% healthcare information seekers claim they changed the decision to visit a doctor after researching healthcare information online. This indicates the potential influence of this information on healthcare information seekers, warranting a change in conventional/traditional forms of health information consumption.

24

Impact of Healthcare Related Information found Online

Gave directions/changed the way I cope with achronic condition or manage pain 60%

57%

48%

36%

33%

14%

1%

Helped me manage diet/exercise/stress/better

Led me to ask a doctor new questions/get a second opinion from another doctor

It changed my overall approach towards maintaining my/someone else’s health

Affected my decision about treating anillness/medical condition

Changed my decision about visiting a doctor

Other

Base: 1626

‘Social’Healthcare

Research Casts a Wide Net

‘Social’Healthcare

Research Casts a Wide Net

26

Social platforms online help users connect and share personalized and valuable opinions, insights, experiences and perspectives that are easy to relate with from around the world today. With most respondents indicating a positive impact of information found online, which is 'useful' to everybody they research information for, Internet is becoming a 'social hub' 27

The Widening Circle of Online Healthcare Research

8 out of 10 healthcare information seekers look for health-related content not just for themselves but for others too. Amongst them, majority 43% are in the age group of 25-35 years, 25% fall in the monthly income bracket of Rs 40,000-80,000 and 65% are salaried.

When I search for healthcare related information online, it is for?

Base: 1626

Myself

81% 3%15%

Both

Someone Else

for healthcare consumers where they find expert solutions and advice for greater well-being from various online quarters.

Survey results indicate 51% healthcare information seekers read comments/reviews about health related information making it one of the most pursued activity in healthcare research online, followed by posting comment/review/information in an online community/group and posting comments about health on a blog.

Various Healthcare Related Activities Pursued Online

Read comments/reviews abouthealthcare related information online 51%

17%

16%

15%

15%

15%

2%

Posted comment/review/information inan online group or forum

Posted comments about health on a blog

Posted review of a doctor/hospital

Shared/viewed photos, videos, audio filesor heard podcasts on medical issues

Consulted/shared rankings of doctors/healthcare professionals/hospitals

Other

Healthcare related information is sourced from a vast array of online sources including news, communities,

groups, forums, blogs etc., to pursue a variety of healthcare related activities across them

It is clear that healthcare seekers online peruse and pursue a variety of healthcare related activities online. While not everyone present on the web creates health related content or contributes to a topic, however, the number of people following such views/reviews/experiences with keen interest is substantial and growing. This spells a great opportunity for healthcare marketers to provide relevant information among networks where most healthcare information flock to and dwell online.

Base: 1626

With 81% healthcare information seekers looking for health related information online for themselves as

well as others, Internet has become a vital 'network' of healthcare consumers online.

6 in 10 healthcare information seekers have been influenced by health related commentary/views/experiences they encountered on the web. 73% of these are in the age group of 25 to 45 years.

Social platforms across the web such as blogs, microblogs, social networking platforms, podcasts, social content sharing websites and other communities/forums, keep healthcare users engaged in meaningful health related conversation with each other. They seek health advice, support each other on patient communities and share their medical condition and experiences on the web, thus spreading greater awareness among each other. It is safe to say that today, healthcare information seekers have become the social currency that healthcare marketers must leverage upon instead of focusing their efforts solely on traditional media vehicles.

29

With 5 in 10 healthcare information seekers recommending healthcare products/services to their network of friends and peers online, the offline trend of promoting and spreading useful/relevant information to influence perception and outlook towards brands through word-of-mouth, is fast gaining momentum online.

74% healthcare information seekers recommending their peer group about healthcare products/services online fall in age group 25-45 years. Considering the increasing popularity of social networking and content sharing amongst youth, it is not surprising that maximum healthcare related information is shared by people in this age group.

Healthy Exchange of Informationamong Social Groups Online

57%43%

Yes No

28

Health related recommendations from trusted sources online are the new social currency that marketers must leverage to create deeper engagement and meaningful relationships with consumers, while promoting positive word-of-mouth for their products and services.

Have you recommended a Healthcare product/service online?

Social Networks Influence HealthRelated Opinions

Influence of Healthcare related Experiences seen/read Online

Base: 1626

Exchange of information and health related experiences online influences healthcare

information seekers who prefer to rely on experiences shared by someone with a 'just like

my medical condition'

A multiplier or viral effect can be witnessed among online social networks as recommendations float in abundance. Healthcare information seekers active on such networks act as a social currency for healthcare marketers, with the power to influence a positive or negative brand image for healthcare products and services. With increasing social mobility and communication facilitated via Internet, healthcare marketers can seize this opportunity to increase consideration, awareness and preference for their products and services by leveraging on the power of online social networks.

49%51%

Yes No

30ff

With a subscriber base of 20.9 million Indians on Facebook and 19.9 million on Orkut (ComScore, August 2010), it is clear that online Indians are tapping into social networks online. Microblogging and social networking sites are emerging as the new ‘information dissemination media’, which are quicker, faster and much more engaging compared to traditional media. Social content sharing websites such as YouTube are also making their presence felt strongly with a recent report indicating 7 out of 10 online Indians watch online videos in a month

across a variety of online platforms including social networking sites like Facebook.

Survey findings indicate that 66% healthcare information seekers, using social networks, actively search for health related information on them. 4 out of 10 of them follow or track their friends' personal health experiences/updates, while 34% share their own health status on social networks.

(ComScore, January 2011)

Healthcare Activity on Social Networksis the New Currency

Healthcare Activities Pursued on Social Networking Websites

It is safe to say that there is a notable surge in user-generated healthcare content and exchange of such information online in India. Most healthcare information seekers in the age group of 25-35 years use social media actively for accessing healthcare related information. Moreover, popular online social networking activities amongst them include joining a hospital/doctor's community/page/group (55%), joining a pharmaceutical company's blog (52%), followed by following friends' & posting one's health related experiences online (50%).

With rise in awareness about health, well-being and healthcare products/services on increasingly popular social networking websites, marketers must envision applications directed towards health consciousness, fitness, diet and a disease-free existence/lifestyle to engage consumers proactively. They can use the online medium effectively to empower healthcare information seekers to take better medical decisions, lend support and advice on treatments/cures that enable them to take greater charge of their health, spread awareness on securing their health and related emergencies in the future and much more.

With increasing popularity of social networking and content sharing websites, social media is being used increasingly for

health related updates, queries and comments

Search for health related information 66%

45%

34%

27%

17%

1%

Follow a friend’s personal healthexperience/updates

Share/post my own health related comments

Join a hospital/doctor’s community/page/group

Join a pharma company’s health relatedcommunity/page/group

OtherBase: 952

31

33

47% respondents expressed interest in mobile applications on general healthcare/fitness/well being, while 33% indicated preference for mobile applications on specific or chronic diseases.

While the mobile platform is still in nascent stages of being explored as a potential medium for healthcare information delivery in India, survey results indicate a substantial demand that exists for diagnostic and treatment support, remote disease monitoring, health awareness and communication. With rise in mobile Internet usage and greater adoption of smartphones, we will witness a gradual increase in healthcare marketers taking proactive measures in building relevant applications for consumers to cater to this demand.

The Next Frontier in Health: Mobile Healthcare Applications

Interest in Accessing Healthcare Applicationsthrough Mobile Phones

The future of mobile healthcare applications is bright with surge in demand for information on

general well-being, chronic diseases and interactive applications on diet plans, calorie control etc.

sought through mobile phones

General Healthcare/Fitness/Wellbeing

Chronic Disease/Illness/Condition

Interactive fun applicationsto calculate Weight, BMI,

Diet Plan, Calories etc

33%

22%

47%

Base: 1297

Future of Mobilityin Indian Healthcare

34 35

7 in 10 respondents indicated interest in using their mobile phones for locating healthcare products/services nearby, indicating a massive opportunity for healthcare product/service providers in ensuring greater visibility and accessibility among consumers.

The intersection between location based services and healthcare is yet to take off in full swing in India, but a massive interest in such services is a healthy beginning. In a country like India, innovative services such as these would be useful among urban consumers, as well as in rural areas, giving them a stronger base for inclusion in the process of growth.

Equipped with the ability to search and locate the best and most suitable hospitals, dispensaries, medical stores, healthcare centers, health insurance providers, health care equipment providers etc. conveniently with wireless technological platforms and friendly user interfaces, the wave of location based services seems to provide a promising future in the development of healthcare communications and services.

Interest in using Mobile Phone for Locating Healthcare Products/Services

No33%

67%Yes

Base: 2244

Substantial Interest in Location Based Healthcare Services

Survey findings also indicate that 78% of those interested in mobile healthcare applications fall in the Rs 25,000-40,000 monthly income bracket. Moreover, 45% healthcare information seekers confirmed their interest in joining mobile operable healthcare communities. Rise in mobile healthcare communication is imminent with increasing levels of awareness and consciousness about health, fitness, diet and lifestyle. When patients with similar medical condition exchange information on a common platform amongst themselves, the collective wisdom gathered as a result can yield clinical insights that are well beyond and much better than the understanding of any doctor/physician.

Today, discerning healthcare consumers are in greater charge of their health, using interactive digital mediums creatively and actively to challenge commonly accepted healthcare practices and norms while staying abreast with latest trends and innovations in the sector. Innovative mobile applications will empower healthcare consumers further to gain greater control over their well-being.

While the key advantage of cell phones remains their mobility,

interest in accessing location based services (LBS) to access healthcare related content is a sign of the increasingly important role to be played by mobile technologies in the future of healthcare

67% healthcare seekers' online expressing

Location based mobile services are a huge enabler, capable of bridging the gap between healthcare information seekers and healthcare product/service providers looking for customers to target and expand their consumer base. Anointed as a powerful tool, mobile LBS has the potential of turning the game in favor of healthcare product/service providers by servicing needs of healthcare consumer online much better. This requires uninterrupted support from the industry, government and regulatory authorities amongst others.

36

Building Relevant Mobile Healthcare Strategies

Healthcare content disseminated online offers healthcare marketers unparalleled reach, considering today there are more wireless mobile devices than televisions and computers combined. Clearly, today mobile phones have become an integral and totally indispensable and inseparable part of consumers' lives, becoming the third screen, often overriding the impact of the other two screens.

Mobile operable healthcare content online primarily enables healthcare information seekers to check/ascertain status of their health on a regular basis, which helps them be in greater command of their health versus those relying on doctors alone. Moreover, preventive healthcare practices have ushered an era of new-age practices of taking greater responsibility of one's well being, which is where the concept of health on-the-go becomes relevant. It is time for healthcare marketers to realize that a new generation of health products and services, based on wireless and mobile technology, put diagnosis and treatment management into patients’ hands, offering them solutions and empowering them to take care of themselves and their acquaintances better.

The FinalDiagnosis

38 39

Takeaways for Healthcare andPharmaceutical Marketers

Online Healthcare Research is Gaining Significance

Internet Follows Doctors, Beats Friends & Family as the most trusted Source of Healthcare Information

Immense utility value of online healthcare information

72% respondents search the web for healthcare related information. Of the 75% respondents with more than 6 years experience on the net, 3 out of 4 are looking for healthcare related information. Captivated by the ease and comfort of procuring healthcare information on the web, coupled with Internet's ability to offer in-depth healthcare information collated from numerous credible sources and increasing awareness amongst consumers making them more proactive towards their health, the Internet is fast transforming into a hotbed of healthcare information sourcing/collection process.

While 77% healthcare information seekers indicate doctors as their most trusted source of healthcare information, a whopping 70% trust Internet for the same.

Their trust in the Internet for healthcare information exceeds that in their friends and family (48%). While conventionally Indians preferred to consult their social circuit for healthcare related information, ability of Internet to provide credible healthcare information can be attributed to its rise as a reliable source for procuring healthcare content. Online beats friends and family's knowledge on healthcare which could be limited to their personal experiences alone and scores on account of its expansive reach and ability to cut across vast populations in rendering healthcare solutions. This displacement signifies the beginning of a paradigm shift in the traditional model of healthcare information research.

9 out of 10 healthcare information seekers perceive health information on the net to be useful and believe it has a significant impact on their lives. While 60% healthcare information seekers feel that information on the net empowered them to cope with a chronic condition/manage pain better, 48% learnt to pose more questions/seek second opinion from doctors.

Dawning the age of participatory medicine, faith in healthcare information online emanates from its ability to enable access to volumes of medical and scientific information and arrive at the doctors' armed with better information about therapies and treatments, which explains why healthcare information online is perceived to have strategic importance.

While social media is increasingly becoming popular amongst online Indians, brand marketers are also hopping onto the social bandwagon to capture this online audience. 57% healthcare seekers online are influenced by health related commentary/views/experiences they read on the net, widening the scope of opportunities that exist before healthcare marketers to expand their scale of activities and become more visible via these networks.

The ‘how are you’s’ of the bygone era have today moved online, which explains why 45% healthcare seekers online follow their friends, relatives and acquaintances' personal health updates online, while 34% share their own healthcare related comments. Thanks to the popularity of social networking in the country, healthcare marketers are presented with the opportunity of increasing their visibility and using them to cater to the demand for healthcare online.

As consumers are increasingly becoming more sophisticated and mature with their use of Internet, the locus of control in healthcare is shifting from healthcare product/service provider to the consumer. With increase in consumers' reliance on the web for procuring healthcare information online, the move from consumers' reactive to proactive approach towards healthcare becomes evident, signaling the dawn of consumer driven healthcare marketing. As opposed to the traditional marketer-fed model of healthcare awareness, today marketers must realize that different audiences consume information in different ways, which is why it is imperative to build a continuum of ways for people to engage and interact with brands. As interaction opportunities offered by digital media remain unparalleled, marketers must realize that whilst waging the battle for an increased market share, leveraging online and mobile platforms to connect with consumers better, would result in substantial cumulative benefits. Better information dissemination facilitating ‘connect’ with consumers would go a long way in improving healthcare consumer conversion rates.

Social Networks online offer direct connectivity with consumers

Multichannel Healthcare Marketing is the way forward

40 41

‘Catching the e-healthcare Bug’ scopes the usage and attitude of online Indian healthcare consumers. The primary purpose of our study was to understand and analyze online Indians healthcare information research behavior and the impact of Internet in influencing and driving their healthcare choices.

To this effect, a sample of 2244 respondents was taken from a panelof consumers belonging to different demographics - age groups,socio-economic classes, locations etc. Primary data was collected by means of a questionnaire. The period of the study was December 2010 to February 2011.

Furthermore, credible secondary data sources were used to compile all facts and figures used in the study.

Demographics (Base: 2244)

Our respondent base was classified into five age groups, namely, 19-24 years, 25-35 years, 35-45 years, 46-55 years and above 55 years. 87% of the respondents were males and 13% were females.

Gender wise break up

Female

13%

87%

Male

Age19-24 Yrs

Age25-35 Yrs

Age 36-45 Yrs

Age46-55 Yrs

Above 55 Yrs

13%

8% 7%

44%28%

Age wise break up

Methodology

3%5% 6%

64%

23%

Occupation wise break up

Student

Housewife

Self Employed

Other

Salaried

More than Rs 1,00,000

Rs. 80,000 - 1,00,000

Rs 40,000 - 80,000

Rs 25,000 - 40,000

Rs 12,500 - 25,000

Rs 6,250 - 12,500

Less than Rs 6,250

11%

24%

8%

5%

11%

20%

21%

Income wise break up

42

About the Authors

Shweta Bhandari leads the research team at Webchutney, which publishes thought provoking reports on the state of online in India. She carries a diverse business profile including blue-chip companies like American Express and GE. At Webchutney, she has contributed in writing several research publications such as The Digital Vote Bank, Viral Marketing, Digital Media Outlook 2009 & 2010 and Vertical Digital

Consumer Goods, Mobile Handset and Healthcare sectors. Her passion for discovery and engaging in new challenges lends immense scope and dimension to this field.

She can be reached at [email protected]

Marketing Reports in the Automotive, Durable

Shweta Bhandari

Ankita Kapoor is a Research Analyst at Webchutney.

She has completed her MBA in Marketing from ICFAI Business School, Hyderabad. Prior to this, she graduated in Journalism from Lady Shri Ram College, Delhi University. She has interned with ‘HPCL-Mittal Energy’ (HMEL) and ‘Business Standard’ during her post graduation and graduation respectively. Her strong analytical and communication skills and deep interest in the field have lent new perspectives to various research publications such as the Vertical Digital Marketing Reports in the Automotive, Consumer Durable Goods, Mobile Handset and Healthcare sectors at Webchutney.

She can be reached at [email protected]

Ankita Kapoor

A special thanks to

for conceptualising andexecuting the report design.

He can be reached [email protected]

Sushil Kumar