The most disturbing and interesting fact is that nearly two in five of us (38%) are "unlikely to research" but "likely to change" our behavior.
I just read a really interesting post by Brian Klepper referencing Solucient’s HealthView Plus 2006 data, focused on “Quality-Driven Consumers,” people who are “likely to research ratings information on hospitals or doctors,” and likely to change providers if the one they originally preferred received a low rating. He walks through the statistics outlining how many people actually do research and how that effects their behavior. The most disturbing and interesting fact is that nearly two in five of us (38%) are “unlikely to research” but “likely to change” our behavior. Is this the power of web 2.o? That few people actually do deep research to verify facts, and more people take a stranger’s word if they say they’ve been through the same experience? Or just change their health care based on no data?
Of course, this also affects pharma marketers and their websites. For big pharma I guess this is not a surprise, because the advertising itself can evoke an emotional response and get someone to switch their medication. For biopharma, where we are more likely to be dealing with patient populations with a possibly life threating chronic disease, there is a financial and moral imperative toward more transparency and decision-support which, if we do it right, will ultimately drive changes in healthcare.