No, I didn't know what that was either (so I "wikipedia-ed" it) and neither did the couple. So, according to the story, the couple's OB gave them the correct spelling of the condition and suggested they consult a specialist immediately.
Makes sense, right? You think everything is going fine. Go in for a normally scheduled check-up. A problem comes up. Your OB goes over the findings. Tells you to see a specialist.
Guess what the couple did next ("immediately" according to the news story)?
Yep, they went to the Internet for research. This is becoming a more and more common situation. According to a Pew Internet Project study, 58% of American consumers consult the Internet first when faced with a problem they need to resolve. This is more than those that consult a professional or expert (53%), family or friends (45%), newspapers or magazines (36%), or a company's or government web site (34%). In fact, of those who did consult the Internet for research, according to the same study, 94% felt they were successful in getting or finding the information they were seeking.
Now, I'm sure that couple went to see a specialist -- who wouldn't. But the key thing here is that the couple's first inclination -- the action they took right away -- was to go research the condition on the Internet.
I'm not suggesting - and never would -- that the Internet is a replacement for your physicians, specialists and other experts. But just keep in mind that the Internet -- for all it's anonymous, nebulous, unorganized and not 100% correct aspects -- is what consumers tend to trust and turn to.
If this is the case, perhaps your marketing strategy is ready to go beyond your web site and a couple of banner ads here and there. Perhaps you can capitalize on that perceived trust to uniquely position your network first in the minds of consumers.
No comments:
Post a Comment