Since 2005, the number of patients using the Internet to research prescription drug information has doubled to 102.3 million. Similarly, the overall number of eHealth Consumers, those online for any health and medical information, has also grown significantly over the past four years. This market now stands at 157.5 million consumers, or 1.6 times the number of eHealth Consumers in 2005. These findings come from Cybercitizen Health™ v9.0, the latest consumer study from pharmaceutical and healthcare market research company Manhattan Research. The market research and strategic advisory service is focused on how consumers use new media and technology for health information and its impact on treatment and product decisions.

The Cybercitizen Health™ study has found that the major theme of the digital health landscape over the past four years is the increasing diversity of the overall patient media mix. Health-related social media, in particular, has flourished in recent years with the increased popularity of online patient communities, social networking and Health 2.0 applications. When faced with health and prescription drug decisions, the average consumer relies on a variety of channels and resources for information and support - decreasing advertisers’ ability to target a particular audience through any single media outlet.

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