About 65 percent of online health consumers say they click on results because of its relevance to a particular query while 16 percent choose a result based on the trustworthiness of it source according to a new JupiterResearch report, “US Online Health Consumer Survey, 2007: Understanding Search Behavior.”
The report found that loyalty to health-related Web sites is fairly low. Just 19 percent of online health users have a few favorite Web sites they access when looking for information. The majority of online health users begins their research without a destination in mind and rely on search engines instead.
“Publishers targeting the online health audience have to focus on search engine marketing to build and maintain traffic-only the well-established players like WebMD and the portal channels can rely on loyalty to some degree” explained Monique Levy, Senior Analyst at JupiterResearch.
“Also, marketers needn’t worry about trust. There is little evidence that trust issues are a barrier to online health-related activity or engagement as only three percent of online health users believe most health information found on the Internet is untrustworthy.”
The report found online health users that frequently look for information have a strong interest in using advanced search functions in the future including local search, personalization and suggestions of categories while they search.
“With the online health market becoming more sophisticated and competitive, marketers have to start paying much closer attention to the nuances of online health behavior to remain effective,” said David Schatsky, President of JupiterResearch. “But competition in the health market will only benefit consumers who have better tools and services.”
