The 2013 Cybercitizen Health US Study conducted by Manhattan Research, a pharmaceutical and healthcare market research firm, helps healthcare marketers understand how patients and caregivers use their smartphones to find health information.
The study surveyed 8,600 adults in the US.
It estimates that 95 million Americans, up 25% from last year, used their smartphones to find health information. Adoption of mobile solutions varied among patient groups.
The study ranked the top ten patient groups that reported using mobile health solutions:
- Cystic fibrosis
- Growth hormone deficiency
- Hepatitis C
- Crohn’s disease
- Chronic kidney disease
- Generalized anxiety disorder
- Bipolar disorder
The prominence of chronic conditions on the list was expected, though the absence of conditions such as diabetes, asthma and sleep disorders was surprising. In its summary of the study, Manhattan Research states that “while adoption of mobile health apps from pharma companies is so far low, they are strongly influential for those users” and also indicate the importance of pharmaceutical websites optimized for mobile viewing.
Monique Levy, VP of Research at Manhattan Research says “many pharma marketers still underestimate both the opportunity and complexity of the mobile channel” and “what’s clear is that patients are using these devices throughout the patient journey, for quick questions and deep research, and increasingly to actually manage their condition and care.”
Source: Manhattan Research