Notes from the Health Communication Media and Marketing Conf 08
A Place to Share Session Notes
Motivation and Choice in Online Media
Health Marketing, Media, and Communication
Session Notes
Track IV: Engaging the Public to Adopt Healthy Behaviors
Seeking Health Information Online: Motivation and Choice in Online Media
Presenter: Petya Ecklet, University of Missouri, Columbia, MO
Research has identified that 85% of users with a chronic condition look for health information online vs 70% of all users. (Fox 2005, 2007)
See also:
Fox, S. (2005, June). Health information online. Washington, DC: Pew Internet &
American Life Project. Available from http:www.pewinternet.org
E-patients With a Disability or Chronic Disease (Fox)
http://www.pewinternet.org/PPF/c/5/topics.asp
They looked at the motivations of adults during research, shopping, communication, and surfing and rated their experiences at commercial, non-profit, and federal websites.
60% commercial, 15% government, 7% CBO
Example sites include: webmd.com, drugstore,com, American Stroke Association, American Cancer Association, ediets.com, cdc.gov, and nih.gov
Their research found that satisfaction is not the most important indicator of a health website’s success. Users motivated by research are the most likely to be impacted by content.
Websites don’t have to be fun to be useful. Providing unique content is more effective for generating repeat visits. When they asked about planned future use in addition to satisfaction the sites that rated highly for repeat visits were not necessarily more appealing.
So the take away is that for health information sites, high entertainment value is less likely to foster repeat visits than unique and useful content.
Session Notes
Track IV: Engaging the Public to Adopt Healthy Behaviors
Seeking Health Information Online: Motivation and Choice in Online Media
Presenter: Petya Ecklet, University of Missouri, Columbia, MO
Research has identified that 85% of users with a chronic condition look for health information online vs 70% of all users. (Fox 2005, 2007)
See also:
Fox, S. (2005, June). Health information online. Washington, DC: Pew Internet &
American Life Project. Available from http:www.pewinternet.org
E-patients With a Disability or Chronic Disease (Fox)
http://www.pewinternet.org/PPF/c/5/topics.asp
They looked at the motivations of adults during research, shopping, communication, and surfing and rated their experiences at commercial, non-profit, and federal websites.
60% commercial, 15% government, 7% CBO
Example sites include: webmd.com, drugstore,com, American Stroke Association, American Cancer Association, ediets.com, cdc.gov, and nih.gov
Their research found that satisfaction is not the most important indicator of a health website’s success. Users motivated by research are the most likely to be impacted by content.
Websites don’t have to be fun to be useful. Providing unique content is more effective for generating repeat visits. When they asked about planned future use in addition to satisfaction the sites that rated highly for repeat visits were not necessarily more appealing.
So the take away is that for health information sites, high entertainment value is less likely to foster repeat visits than unique and useful content.
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