Healthcare Consumers Continue To Migrate Online

As health content and products continue to migrate online, healthcare product and channel professionals face the challenge of beefing up online offerings with lower-than-standard staffing and budgets. There are many important decisions to make. Which products and content should be expanded or moved online, and which should remain offline? Where should firms focus advertising dollars — online or offline? Our recent research confirms that health information seekers prefer the Web over print and TV channels. But there is need for caution, as trust in the online channel has yet to match interest. Channel and product management professionals must manage a tight mix of offline and online activities to ensure audience reach and, more importantly, trust.