Wednesday, October 18, 2006

People researching cancer online look for specific treatment info


People researching cancer online look for specific treatment info

New research from comScore Pharmaceutical Solutions shows that 70% of people who research cancer online look for details about treatment options. The same percentage also looks for information about symptoms to diagnose the condition. More than two-thirds--67%--of respondents said they visited a Web site that provides information about a specific cancer-related drug. These researchers were also extremely or very likely to take a specific action, such as talking to a doctor, as a result of their research. For example, 59% said they are likely to talk to a doctor about cancer, 54% said they would ask for a cancer-related drug, 51% were likely to use a free coupon they got online for a prescription cancer drug, and 39% said they'd likely ask their doctor to switch to another medicine. Score surveyed consumers from its panel of more than 2 million online consumers.


Cancer Sufferers and Caregivers Take Their Fight Against Cancer Online

PR Newswire via NewsEdge Corporation :

RESTON, Va., Oct. 16 /PRNewswire/ -- comScore Pharmaceutical Solutions today released the results of an analysis of the behavior and intentions of people who seek cancer-related information online. According to the study, people who research cancer online turn to the Internet predominantly for information on treatment options, which they subsequently validate through discussions with physicians, family or friends. Additionally, more than two-thirds of online cancer researchers (67 percent) report visiting a Web site providing information on a specific cancer-related drug.

Breast Cancer Information Most Frequently Researched

Among people who researched cancer information online in the past year, breast cancer was the most frequently researched form of the disease. One-third of all online researchers sought information on breast cancer, while nearly one in five looked for information on skin cancer, and 18 percent researched colon/rectal cancer. While the majority of online cancer researchers sought information on only one type of cancer, 20 percent reported researching more than one form of the disease.

    Specific Types of Cancer Researched Online     Among Those Researching Online, Past 12 Months     n=500     Source: comScore Networks Oncology Study     Breast                                   34%     Skin                                      19%     Colon/Rectal                         18%     Prostate                                17%     Lung/Bronchus                      17%     Ovarian                                  14%     Non-Hodgkins Lymphoma      11%     Pancreatic                              6%     Urinary/Bladder                      6%     Kidney/Renal Pelvis                4%       Internet Used to Research Treatment Options and Cancer Symptoms

Not surprisingly, people researching cancer online seek many different types of information related to the disease. According to the study, 70 percent of researchers seek details on treatment options, while an equal percentage look for information on symptoms for diagnosing the condition. More than half (52 percent) seek information on causes of cancer, 40 percent research information on cancer drugs and 38 percent seek help in coping with cancer.

    Types of Information Researched on Cancer-Related Web Sites     Among Those Researching Online, Past 12 Months     n=500     Source: comScore Networks Oncology Study     Treatment Options                        	  	  70%     Diagnosis/Symptoms of cancer        		  70%     Causes of cancer                       		  52%     Cancer drug-related information    		  40%     Information on coping with cancer   		  38%     Experiences of people with cancer    		  33%     Information on accompanying disorders   	  31%     Guidelines for prevention              		  29%     Information on support organizations     	  26%     Clinical trial information              		  22%  

"The Internet provides a reliable, private and immediate resource for cancer sufferers and caregivers whether they are researching treatment options or seeking information about a specific cancer related drug," said Carolina Petrini, vice president of comScore's Pharmaceutical Solutions Group. "Not surprisingly, online cancer researchers are a highly involved group, focused mostly on finding information on available treatments and seeking to understand the symptoms, but also looking to understand the causes of their condition."

Online Information Influences Future Intentions

As a result of information read online, cancer researchers report a high likelihood of taking specific actions for themselves or another person suffering from the condition. Nearly 60 percent report they are extremely/ very likely to speak to a doctor about the condition and 54 percent intend to ask the doctor to prescribe a cancer medication. Fifty-one percent intend to use a coupon obtained online toward a prescription medication used to treat cancer and 39 percent plan to ask the doctor to switch to a different cancer drug.

    Intended Actions as a Result of Cancer-Related Information Read Online     Percent Rating Top 2 Box (Extremely/ Very Likely)     n=500     Speak to a doctor about cancer for themselves or another person     59%     Ask a doctor for a cancer-related drug for themselves or      another person                                                     		 54%     Use a free coupon obtained online for a prescription cancer drug   	 51%     Ask a doctor to switch to another cancer medication                 	 39%       About This Survey

This analysis is based on a survey conducted among members of comScore's panel of more than two million online consumers.

    Methodology Details     Population:   U.S. Internet users who reported researching cancer-related                   information online in the past 12 months, and visited one or                   more oncology sites in the past 6 months     Time Period:  Survey responses were collected from April 4, 2006 -                   April 22, 2006     Respondents:  500 completes       About comScore Pharmaceutical Solutions

comScore Pharmaceutical Solutions deliver the in-depth information needed to understand the impact that brand, condition-specific, and health portal Web sites have on consumers' brand awareness, conversion, and patient compliance. comScore delivers actionable insight to help refine consumer profiles, identify key alliances, optimize interactive marketing initiatives, benchmark against the competition and truly measure the ROI of Web site and online marketing programs.

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