©2012 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian. Experian Public. Digital Strategies for Health Communications Bill Tancer, Head, Global Research Experian Marketing Services

2 ©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. Studying consumer online habits by demographic and psychographic variables Heterogeneous consumer How do consumers navigate to health information online? Online health information landscape What can search term patterns tell us about consumer mindset? We are what we search Today’s discussion

3 ©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. What if we could study the consumption of health information online by the demographic and psychographic of the consumer?

4 ©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. Top Health Sites by Age Top 10 Health Sites: All Internet Users 1.WebMD 2.Mayo Clinic 3.Drugs.com 4.Yahoo! Health 5.HealthGrades 6.Everyday Health 7.Medline Plus 8.CDC 9. ShareCare 10. MedicineNet WebMD 2.Drugs.com 3.Mayo Clinic 4.Yahoo! Health 5.HealthGrades 6.MedicineNet 7.CDC 8.Psychology Today 9. Medline Plus 10. Everyday Health WebMD 2.Mayo Clinic 3.Drugs.com 4.HealthGrades 5.Everyday Health 6.Yahoo! Health 7.Health Headlines 8.ShareCare 9. Medline Plus 10. Symptom Find

5 ©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. Top Health Sites by DMA (Region) Top 10 Health Sites: All Internet Users 1.WebMD 2.Mayo Clinic 3.Drugs.com 4.Yahoo! Health 5.HealthGrades 6.Everyday Health 7.Medline Plus 8.CDC 9. ShareCare 10. MedicineNet SF Bay Area 1.WebMD 2.Yahoo! Health 3.Mayo Clinic 4.Drugs.com 5.HealthGrades 6.Everyday Health 7.CDC 8.Mediline Plus 9.Natural News 10.NYT - Wellness Boston 1.WebMD 2.Drugs.com 3.Mayo Clinc 4.HealthGrades 5.Yahoo! Health 6.Everyday Health 7.Natural News 8.CDC 9.Medline Plus 10.Medicine Net

6 ©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. Top Health Sites by Socio-Economic Class Top 10 Health Sites: All Internet Users 1.WebMD 2.Mayo Clinic 3.Drugs.com 4.Yahoo! Health 5.HealthGrades 6.Everyday Health 7.Medline Plus 8.CDC 9. ShareCare 10. MedicineNet Power Elite 1.WebMD 2.Mayo Clinic 3.Drugs.com 4.Yahoo! Health 5.HealthGrades 6.Everyday Health 7.CDC 8.Mediline Plus 9.MedicineNet 10.RxList Struggling Societies 1.WebMD 2.HealthGrades 3.Drugs.com 4.Mayo Clinic 5.Yahoo! Health 6.Quality Health 7.CDC 8.Medicine Net 9.ShareCare 10.SymptomFind

7 ©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. Health Information Sites with Highest % of (x) Top 10 Health Sites: X= year olds 1.My Monthly Cycles 2.Zimboxon 3.Go Ask Alice! 4.PsychCentral 5.HealthAliciousNess 6.Psychology Today 7.Davita 8.Psychology.About 9. MedsChat 10. Drugs-Forum X = males 1.Wrongplanet.net 2.Medscape 3.Dr. Sinatra 4.MD Junction 5.MDLinx 6.Health Headlines 7.DailyStrength.org 8.WebMD - Mens 9.Eat This Not That 10.Lose the Back Pain X= Power Elite 1.MDLinx 2.Ask Dr. Weil 3.MedPage Today 4.UptoDate 5.NYTimes - Well 6.Healing Well 7.American Cancer Soc. 8.eHealth Forum 9.Wellness.com 10.Better Medicine

8 ©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. Psychographic by websites – Healthgrades.com

9 ©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. Composition by age for HealthGrades.com

10 ©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. Online reviews consumer’s megaphone

11 ©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. Consumer reviews dynamic changes to an established category

12 ©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. How do consumers navigate to health information online?

13 ©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. Traffic Sources for visits to health websites

14 ©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. Traffic to Health Sites – Search Still King

15 ©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. Top Search Terms – Health Information

16 ©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. Aggregate search term data can tell us a great deal about what’s on consumer’s minds.

17 ©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. Search Term Patterns - Seasonality

18 ©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. Another Example of Seasonality

19 ©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. Searches for Health Information

20 ©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. Free Tools – Google Trends

21 ©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. Google Correlate – Fun with Data

22 ©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. Significant differences exist in who we are (demo, psychographic) and how we behave online Heterogeneous consumer Search remains king although share of search to category is gradually declining Online health information landscape Consumer search behavior is an invaluable tool to gauge consumer interest and identify top-of-mind topics We are what we search Summary

23 ©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. © 2009 Experian Information Solutions, Inc. All rights reserved.