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A study published in November 2010 by Accenture indicates that while the majority of Web users are searching online for health information, relatively few rely on pharmaceutical company Websites for health information.  According to the firm: 

• 68% of Web users go online to find health information
• 11% report regularly turning to drug firms' Websites for health and medical content
• 92% rely on other Web sources for health and wellness information

To view a snapshot of data from the Accenture study, please see the chart below (click to enlarge).

While the Accenture data are compelling, it conflicts with information collected by other research firms.  Most importantly, according to a 2009 Manhattan Research study, "35% of ePharma Consumers (U.S. adults going online specifically to find information regarding a prescription drug product) used a condition or disease website sponsored by a pharma company."

While consumer reliance on pharmaceutical firm's "brand.com" Websites may be low, there is some evidence interest in drug company's Web properties may be influenced by disease state and the type of online content.  For example: 

• According to Kantar Research, "[T]hose who use the Internet for diabetes information are twice as likely to go back to Websites that offer helpful tools or connect them to a larger community of people with the same condition."  (Drug firm Websites that provide connections and sharing opportunities may be more popular with consumers.)
• A study published in 2009 by the Path of the Blue Eye Project indicates that 37% of online health consumers view social media communications efforts by pharmaceutical companies favorably (see below for chart).  (Focusing on delivering information via social channels may be a winning strategy for drug firms).

However, while social channels are potentially beneficial, online health consumers are not utilizing social networks very much.  According to a deeper analysis of the Accenture study by John Mack of Pharma Marketing News, only 6% of online health consumers use Facebook to find health information. See a chart featuring this data developed by Pharma Marketing News below.

Source: Pharma Marketing Blog (click to enlarge)