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Health



Overview
Health analyzes how key constituents of this trillion-dollar industry are using the Internet and emerging technologies to influence consumers and physicians. By analyzing the complex interrelationships among payers, pharmaceutical companies and regulatory bodies, this coverage area provides insight into the strategies and technologies that will help businesses cut costs, increase market share and stay competitive. As the Internet enables consumers to become more empowered in obtaining health information, companies in the health value chain will have greater difficulty breaking through the marketing clutter. JupiterResearch's Health leverages consumer, physician and marketer survey data to help companies invest in effective marketing and advertising tactics.

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  Research Topics
  • Consumer Online Behavior & Demographics
  • Customer Service Strategies for Health Stakeholders
  • Health & Wellness Marketing
  • Health Site Strategies
  • Managing Word of Mouth & User-Generated Content
  • Mobile Marketing
  • Pharmaceutical Marketing & Advertising
  • Physicians' Online Behavior & Attitudes
  • Retail Commerce
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Online Health Behavior
Assessing the Impact of Age
Concept Report
Monique Levy - May 7, 2008

Some health marketers and product developers are unsure about assumptions they should make regarding age and online behavior.
Health Insurance
Understanding and Optimizing Members' Adoption of Online Service and Support
Concept Report
Monique Levy - March 11, 2008

Health insurers are actively trying to improve members' support and service, particularly online. Recently, WellPoint teamed up with Zagat Survey to offer doctors' ratings to members, and Blue Cross and Blue Shield of Minnesota launched a blog for members, The Healthcare Scoop, among other examples.
Direct-to-Physician Online Marketing
Benchmarking and Leveraging Physicians' Adoption of Social Media
Concept Report
Monique Levy - January 23, 2008

Recently, the physician Web-based community Sermo secured more than $26 million in funding and partnered with the American Medical Association. Later, Pfizer announced a strategic collaboration with Sermo to provide clinical content in branded HotSpots to the site.
US Online Physician Executive Survey, 2007
Benchmarking Online Behavior and Emerging Media Adoption
Vision Report
Monique Levy - December 3, 2007

Pharma and other health marketers are becoming increasingly interested in doctors' adoption of emerging media.
US Online Pharmaceutical Executive Survey, 2007
Benchmarking Consumer-Directed Online Marketing Spending and Tactics
Concept Report
Monique Levy - October 9, 2007

Consumer-directed online marketing investments of pharmaceutical, biotechnology, and medical device manufacturers are becoming increasingly sophisticated.
Leading Prescription Drug Increases Site Traffic with Paid Search
Case Study
Monique Levy - July 11, 2007

Participants include SEM agency Catalyst Online and a pharmaceutical company (referred to herein as the brand). The prescription drug being marketed is a market leader, having reached most-prescribed status in its category. Customers of the brand are baby boomers and generation-X women.
US Health Consumer Survey, 2007
Understanding Search Behavior
Vision Report
Monique Levy - July 11, 2007

Publishers and search engines are trying to keep pace in an increasingly competitive online health market, looking for a relatively deeper understanding of the manner in which online users search for health information.
Online Health Video
Benchmarking and Harnessing an Emerging Opportunity
Concept Report
Monique Levy - June 5, 2007

Publishers and advertisers in the health sector are trying to determine their level of investment in online video.
Online Health Information and Marketing
Assessing Impact on Patients' Interactions with Doctors
Concept Report
Monique Levy - May 15, 2007

Marketers are looking for evidence that their consumer-directed online efforts ultimately impact prescribing behavior and other treatment decisions.
Online Health Boomers
Benchmarking Adoption of Health Resources and Responsiveness to Online Advertising
Concept Report
Monique Levy - April 23, 2007

Most health marketers—particularly online—are not marketing to baby boomers (i.e., ages 42 to 60), placing much of their focus on relatively younger audiences.
Targeting Online Food Lovers
Identifying Segments and Online Advertising Opportunities
Concept Report
Monique Levy - March 19, 2007

Food- and lifestyle-related advertisers and publishers are leveraging the Internet with increasing aggressiveness. In 2006, Yahoo! Food launched, and Epicurious announced record traffic during Thanksgiving. Also, a relaunch of Marthastewart.com is planned for early 2007.
Online Health
Assessing the Risk and Opportunity of Social and One-to-One Media
Vision Report
Monique Levy - February 15, 2007

Significant buzz exists around social marketing and consumer-created content in the healthcare industry. Health stakeholders want to know if this hype is warranted.
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