1. health and fitness
2. drugs

Agency Package (Sample)
Segment X Therapeutic Snapshot
Licensed for:
CYBERCITIZEN HEALTH®
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Cybercitizen Health® v9.0 Research Methodology
“Frequently Asked Questions”
How many consumers were surveyed?
In total, 8,600 U.S. adults (age 18 and over) were surveyed.
How was the survey conducted?
The survey was conducted in two parts. Market sizing data for the U.S. adult audience was conducted using an
in-depth random-digit–dial (RDD) telephone interview of 3,400 consumers. A second survey of online consumers
was conducted to understand online behaviors and sites visited. The online portion of the study surveyed 5,200
consumers.
When was the survey fielded?
The Cybercitizen Health® v9.0 survey was fielded in Q3 of 2009.
How do the consumers surveyed compare to the overall consumer population?
The resulting data is weighted and benchmarked to age, gender, education and region from the latest U.S.
Census Bureau normative data. The data is representative of both online and offline consumers.
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The eHealth and ePharma Population Continues to Rise
eHealth Consumers*
157.5
ePharma Consumers**
102.3
In millions
2002
2003
2004
2005
2006
* eHealth Consumers = Consumers who have conducted health information seeking
activities online in the past 12 months for themselves or others.
** ePharma Consumers = Consumers who have researched prescription drug
information online in the past 12 months for themselves or others.
Among all U.S. Adults
Source: Cybercitizen Health® v2.0-9.0
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2007
2008
2009
Trending Online Health Info Seeking
Percent of online adults in segment who are ...
Segment X
All Consumers
100%
75%
50%
25%
0%
eHealth Consumers
* eHealth Consumers = Consumers who have conducted health information seeking
activities online in the past 12 months for themselves or others.
Source: Cybercitizen Health® v9.0
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Trending Online Pharma Info Seeking
Percent of online adults in segment who are ...
Segment X
All Consumers
100%
75%
50%
25%
0%
ePharma Consumers
** ePharma Consumers = Consumers who have researched prescription drug
information online in the past 12 months for themselves or others.
Source: Cybercitizen Health® v9.0
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Health 2.0
Percent of online adults who
use Health 2.0 resources
0%
25%
50%
75%
O nline
S e gm e nt X
O nline
C o ns um e rs
Our Health 2.0 number refers to the share of consumers either creating or consuming
content on health blogs, message boards, chat rooms, health social networks and
health communities, patient testimonials
Source: Cybercitizen Health® v9.0
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Requesting Branded Medications from Physician
Percent of consumers requesting branded prescription medications from a physician
20%
Segment X
All adults
15%
10%
5%
0%
Any Requests
Source: Cybercitizen Health® v9.0
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Watching Health Video Online
Percent of online consumers who watch health video online:
Online Segment X:
30%
All online adults:
Watch Health Video
Don’t Watch Health Video
Source: Cybercitizen Health® v9.0
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30%
Activities Conducted via Mobile
0%
20%
40%
60%
80%
100%
Text
messaged
Segment X
All Adults
Accessed
websites
Among those who
own a cellular phone
or smartphone/PDA
2007: Apps,
email and text
Source: Cybercitizen Health® v9.0
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2010: Browsing,
portable content
Mobile Browsing for Health
Percent of adults accessing health information
from their cellular phone, smartphone, or PDA
Among those with a mobile phone or device
16%
14%
12%
10%
8%
6%
4%
2%
0%
Segment X
All Adults
Source: Cybercitizen Health® v9.0
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Top Health/Medical iPhone Apps (Jan 19, 2010)
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Discuss Information Found Online with Physician
eHealth Segment X
eHealth Consumers
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Discuss Info
Source: Cybercitizen Health® v9.0
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Go Online Post DTC
Percent of consumers who go online post DTC:
Among those with recall
60%
50%
Some online sources used post DTC:
- A general health website
40%
- A search engine
- The website for the company who makes the drug
- The product website mentioned in the ad
30%
- My health plan’s website
- Another Internet source
20%
10%
0%
Segment X
Source: Cybercitizen Health® v9.0
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All Consumers
EPHARMA CONSUMER®
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ePharma Consumer® v9.0 Research Methodology
“Frequently Asked Questions”
How many consumers were surveyed?
The survey included 6,575 U.S. adults (age 18 and over).
How was the survey conducted?
The survey was conducted online. Respondents must be 18 years of age or older, and must report that they had researched
pharmaceutical information online, for themselves or someone else, in the past 12 months.
When was the survey fielded?
The ePharma Consumer® v9.0 survey was fielded and released in Q4 2009.
How do the consumers surveyed compare to the overall consumer population?
The resulting data is weighted and benchmarked to the ePharma Consumer ® population identified in the Cybercitizen
Health™ v9.0 study. This population is currently projected to represent 44% of the U.S. adult population.
Is the data statistically significant?
Yes. The margin of error for this data set is +/-1.2% at the 95% CI.
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Top Product Sites Visited
Top Product Sites Visited by
ePharma Segment X
1. Lipitor
2. Ambien/Ambien CR
3. Abilify
Top Product Sites Visited by all
ePharma Consumers
1. Lipitor
2. Ambien/Ambien CR
3. Abilify
Source: ePharma Consumer® v9.0
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Condition/Unbranded Sites Drive More Post-Visit Action than Branded Sites
Among all ePharma Consumers Visiting
Unbranded/Condition Sites:
80%
AsthmaControl.com
Relevance
% of ePharma Consumers
Ranking Unbranded Site
‘Excellent’ or ‘Very Good’
70%
FluFacts.com
60%

50%
Top condition/
unbranded sites
visited among
Segment X
40%
1. AsthmaControl.com
2. FluFacts.com
3. Depression.com
30%
20%
0%
2%
4%
6%
8%
10%
12%
Reach
% of ePharma Consumers
Visiting Unbranded Sites
Source: ePharma Consumer® v9.0
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14%
16%
18%
20%
The 2010 Product Site Awards: Top Sites for Satisfaction
Top 10 Sites for Satisfaction (among all ePharma Consumers)
1.
Lantus
2.
Nexium (purplepill.com)
3.
Byetta
4.
Accu-chek
5.
Zoloft
6.
Viagra
7.
Singulair
8.
Crestor
9.
Clarinex
10. NuvaRing
Sites with the highest percent of visitors rating the site content “Excellent”
(among sites for which n>60)
Source: ePharma Consumer® v9.0
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The 2010 Product Site Awards: Top Sites by Percent of Traffic Driven
by Television Ads
Top 10 Sites in Terms of Percent of Traffic Driven by Television Ads (among all ePharma Consumers)
1.
NuvaRing
2.
Latisse
3.
Cialis
4.
Boniva
5.
Abilify
6.
Gardasil
7.
Yaz
8.
Viagra
9.
Levitra
10. Lunesta
(among sites for which n>60)
Source: ePharma Consumer® v9.0
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Satisfaction with Site Content – Osteoporosis Category
Please rate your satisfaction with the following product websites based on your overall experience and satisfaction with the site.
Actonel
Top 2 (Excellent/Very Good)
Excellent
Very Good
Satisfactory
Poor
Source: ePharma Consumer® v9.0
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Boniva
Evista
Fosamax
Prompts to Visit Site – Osteoporosis Category
Which of the following reasons prompted you to visit this product website? Choose all that apply.
Actonel
TV Ad
Print Ad
Radio Ad
Online Ad
Search Engine
Article I Read
Doctor Mentioned
Friend or Family
Website Sponsored by Pharma
Website Owned by Pharma Co
Comment on Website
None of the above
Source: ePharma Consumer® v9.0
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Boniva
Evista
Fosamax
Visiting Site for Self vs. Someone Else – Osteoporosis Category
For each of the following websites you visited, please indicate whether you visited this website looking for information
for yourself or someone else? Choose all that apply.
Actonel
For Myself
For Others
Source: ePharma Consumer® v9.0
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Boniva
Evista
Fosamax
Reasons for Visiting Site for Self – Osteoporosis Category
For which of the following reasons did you visit this product website for information for yourself?
Actonel
I think I may need this product
I am currently taking this product
I'm taking a different product for the same condition
I have the condition, but am not taking any Rx for it
I have a prescription, but not yet filled
I have previously taken this product
Just seeking additional info
Interested in info about side effects
Source: ePharma Consumer® v9.0
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LICENSED FOR INTERNAL USE ONLY
Boniva
Evista
Fosamax
Trust in Pharma Product vs. Condition Websites
Percent of each segment trusting each type of site (to some degree):
ePharma Segment X
All ePharma Consumers
Increasing Trust
50%
40%
30%
20%
10%
0%
Prescription drug websites
Condition or disease websites sponsored
by or owned by a pharmaceutical company
Question: In general, when looking for health or medical information online how
much do you trust the following pharma-owned sources?
Source: ePharma Consumer® v9.0
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ePharma Consumers Watching Health Video
48% of ePharma
Segment X watch
health video online
48% of ePharma
Consumers watch
health video online
Source: ePharma Consumer® v9.0
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• 68% take action
after viewing
health video
• 68% take action
after viewing
health video
Most ePharma Consumers Don’t Self Report Video More
Influential Than Text
Thinking of the health/medical online videos you have watched in the past twelve months, with
which of the following statements do you agree?
I learn more about a topic by watching a video
than reading a text article
Health videos influence my health actions and
healthcare decisions more than text does
ePharma Segment X
All ePharma Consumers
35%
35%
30%
30%
25%
25%
20%
20%
15%
15%
10%
10%
5%
5%
0%
0%
Agree
Among those who have watched health video online
Source: ePharma Consumer® v9.0
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Agree
Product
Sites
Abilify
Accu-chek
Aciphex
AcrySof Restor
Actemra
Actiq
Activase
Actonel
Actos
Adenocard
Advair/Advair Diskus
Aldara
Altace
Ambien/Ambien CR
Amevive
Amitiza
Androgel
Aricept
Asacol
Asmanex
Astelin
Astepro
Avandia
Avodart
Avonex
Azor
Benicar
Betaseron
Boniva
Botox Cosmetic
Byetta
Bystolic
Over 250 Product Sites Tracked
Caduet
Carac
Carbatrol
Celebrex
Celexa
Chantix
Cialis
Cimzia
Clarinex
Concerta
Copaxone
Coreg CR
Cozaar/Hyzaar
Crestor
Cymbalta
Depakote XR
Depo-Provera
Detrol LA
Differin
Diovan
Ditropan (XL)
Duragesic
Effexor XR
Enbrel
Enjuvia
Evista
Exforge
Famvir
Femcon Fe
Flomax
Flonase
Flovent HFA
Source: ePharma Consumer® v9.0
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FluMist
Forteo
Fosamax
Frova
Gardasil
Geodon
Humalog
Humira
Imitrex
Januvia
Juvederm
Keppra/Keppra XR
Lamictal
Lantus
Latisse
Levaquin
Levitra
Lexapro
Lidoderm
Lipitor
Livial
Loestrin 24 Fe
Lovaza
Lovenox
Lunesta
Lupron Depot
Lyrica
Mirapex
Mirena
Nasacort AQ
Nasonex
Neurontin
Nexium (purplepill.com)
Niaspan
Norvasc
NovoLog FlexPen
NovoLog Mix 70/30
NuvaRing
Orencia
Ortho Evra
Ortho Tri-cyclen Lo
Plavix
Pravachol
Premarin
Prempro
Prevacid
Prevnar
Pristiq
Prograf
Prometrium
Propecia
Protonix
Provigil
Pulmicort
Rebif
Reclast
Remicade
Requip
Restasis
Restylane
Rhinocort Aqua
Risperdal
Rituxan
Seasonale
Seasonique
Seroquel
Singulair
Skelaxin
Spiriva
Strattera
Symbicort
Tamiflu
Tazorac
Topamax
Toviaz
Treximet
TriCor
Trilipix
Tysabri
Uloric
Ultram ER
Valtrex
Veramyst
Vesicare
Viagra
Vytorin
Vyvanse
Wellbutrin XL
Xopenex
Xyzal
Yasmin
Yaz
Zetia
Zithromax
Zoloft
Zomig
Zyprexa
For each site:
 Visitation
 Satisfaction
 Reason for visiting
 Actions taken