Connectivity and community are key components of the growing population of cancer patients using innovative resources to take more of an empowered role in their condition and treatment management. According to Manhattan Research's Cybercitizen Health™ study, more than sixty percent of cancer patients are eHealth Consumers, reporting to go online for health information. While cancer patients report to use online health and pharmaceutical resources along all points of the disease continuum, they are most likely to rely on the Internet right after receiving a diagnosis from their physician.
Cancer patients are also more avid users of health-related social media than age would predict. This condition group tends to be more comfortable with sharing information and resources than other types of patients - eHealth cancer patients are twice as likely as the average eHealth Consumer to post health content online.
Several health organizations and pharmaceutical companies have taken notice of this community's interest in connecting and sharing online and launched social media initiatives. The American Cancer Society offers a virtual network for cancer patients, caregivers, survivors, and information-seekers, while Genentech BioOncology sponsors the Herceptin HER Story Community specifically for HER2+ breast cancer patients.
"Cancer is a difficult and emotional disease to navigate, leading patients to turn to their physicians, caregivers, and, now more than ever, the Internet for support and information," said Monique Levy, Senior Director of Research at Manhattan Research. "And cancer patientsâ willingness to share treatment experiences and advice is helping the online community to flourish - social media will continue to play an important role in the cancer care."
Request a Complimentary Overview of Online Cancer Market
Manhattan Research offers a complimentary overview of how cancer patients use the Internet and other technology for healthcare. This one-page snapshot is a preview of the Cancer Segmentation Module, which is a comprehensive analysis of the cancer patient market based on Cybercitizen Health™ and ePharma Consumer® research studies and advisory service. The general cancer patient population can also be segmented by type, including breast cancer, skin cancer, prostate cancer, and chemotherapy patients.
To request your complimentary snapshot of the cancer market or any of the other 100+ consumer therapeutic groups we cover, please visit http://www.manhattanresearch.com/products/Therapeutic_Segmentations/therapeutic-segmentation-overview-request.aspx
Consumer and Physician Segmentation Modules
Manhattan Research provides comprehensive analyses of over 125+ consumer therapeutic and physician specialist groups. Each Segmentation Module is an in-depth view of a particular marketâs adoption and use of the Internet and other technology for healthcare, treatment, and product decisions and focuses heavily on tactical execution. The segmentation modules provide clients with the necessary market data and insights to make better informed decisions during brand planning and to connect with a particular disease class or specialist group through digital strategies.
Consumer therapeutic module topics include media consumption across traditional and alternative resource channels, website usage metrics, connectivity and interaction with physicians, health site engagement, use of branded and unbranded product sites, Web 2.0, interest in online health services and tools, DTC advertising, actions taken offline after health info seeking, and drivers to requesting a prescription drug.
Physician specialist module topics include interactive detailing, Web 2.0, pharmaceutical customer service portals, tech-enabled sales reps, search engines, online and offline professional information sources, email use and opportunity, patient interaction and education, digital health infrastructure, and mobile technology profile.
For a list of available consumer therapeutic segmentation modules and topics, please visit http://www.manhattanresearch.com/products/Therapeutic_Segmentations
For a list of available physician specialist segmentation modules and topics, please visit http://www.manhattanresearch.com/products/Specialist_Segmentations
About Manhattan Research
Manhattan Research, a Decision Resources, Inc. company, is a global pharmaceutical and healthcare market research and strategic advisory firm. We conduct annual research studies covering eHealth trends among physicians and consumers, including Taking the Pulse®, Taking the Pulse® Europe, Taking the Pulse® Asia, Cybercitizen Health™, Cybercitizen Health™ Europe, ePharma Consumer®, and ePharma Physician®. Broad consumer and physician research is complemented by targeted analysis among more than 100 consumer therapeutic segments and 25 physician specialist segments. For information, please visit http://www.manhattanresearch.com.
About Decision Resources, Inc.
Decision Resources, Inc. is a cohesive portfolio of companies that offers best-in-class, high-value information and insights on important sectors of the healthcare industry. Clients rely on this analysis and data to make informed decisions. Please visit Decision Resources, Inc. at http://www.DecisionResourcesInc.com.