Google Health Advertising关心健康检索者的行为，我以前的一个日志提到过就诊者检索资料及关注健康类广告的行为。 Neha Patel今天又提到了网络检索对于健康消费者是最可信任和最可依赖的：Trusting The Internet for Health
According to Prospectiv’s “2007 Pharmaceutical Marketing CPI” poll conducted in June, 75% of 800 consumers surveyed feel the Internet is their most trusted source for health information. And not only was the Internet the most trusted medium, but it was the most reliable place to research ailment and drug information, more so than broadcast media (15%) and magazines (10%). The study also found that online consumers favor general health Web sites (54%) and ailment-focused sites (37%) over pharmaceutical company sites (4%).
在Prospectiv的这个研究里面，并未采用严格的数理统计方法去说明健康资讯检索的效度和灵敏度，因此无从评价健康买家根据这些搜索结果进行健康消费决策的后果。在这项研究中，Prospective还提到了消费者对于电视药品广告的认知行为，不妨深入阅读一下。
作为健康信息提供者，严格保障信息的质量是为访客权益负责任的做法。WebMD为健康专业资讯发布配备医疗保健专家审评的机制，值得内地健康资讯Web2.0学习。当健康门户网站、SNS、Blogger提供的是通俗易懂和科学客观的资料时，网站粘度和流量一定可以实现长期的增长。
不过，中国内地网路使用者盲目、冲动的行为特征，以及内容提供商滥竽充数的短视做法，有待于实力强劲的卫生保健资讯供应者实施休克疗法，为这个脆弱的市场重新建立秩序。
Technorati Tags: Google Health Advertising, Health Advertisement, 健康, 资讯检索
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