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In 2009, the Online Publishers Association (OPA) completed a six-year analysis of Internet use ― what people are seeking online, and the relative value to them of various web offerings. According to this in-depth study, users’ main focus, and their primary online interest, is education and information.

Interaction and networking ― social media and social marketing ― are an important means to that end, but content is the ‘end’ being sought. In other words, Internet users may be attracted by style and pizzazz, but substance is essential to keep them coming back.

This finding has major implications for health marketers, and for how they conduct interactive promotions and social media activities. While it’s important to devise a forum that will attract site visitors, keeping their interest requires compelling content that is informative, authoritative and credible. In fact, according to a survey commissioned by the Path of the Blue Eye Project in late 2009, older e-patients (those searching online for information about health and wellness) prefer facts over friendship when communicating with health organizations via social media.

What Consumers Want Most from Favored Brands

Additionally, the OPA study provides insights into valued offerings, and their order of importance to most Internet users.

Simply stated, consumers want accurate information coupled with savings opportunities. That is basic; but if garnished with fun and entertainment, a brand can win the trifecta of customer loyalty, trust, and an enduring business relationship. Brands can provide several features valued by Internet users, including:

• Discount offers in various forms, whether printable savings coupons, free product trials, or proof-of-purchase rebate offers.
• Relevant news and analysis, including frank discussions about the brand, its product(s), their uses and, if applicable, limitations.
• Useful online applications; free downloads of music, videos or clips, etc.
• A platform for direct interaction with the company or staff; creation of an online community.
• Contests or competitions.

The top purchase-driver, according to the study, is word-of-mouth. Person-to-person recommendations far outweigh television commercials and paid advertisements, online endorsements or e-mail messaging. Additionally, “word of mouth” from a relative or close friend has twice the credibility of a television personality or well-known celebrity. Happy and satisfied customers, in other words, make good “brand ambassadors.”