Relevance Consumer Satisfaction with Mentioned Source D i g i t a l C ommunications E m e r g e embedded in ordinary advertising media. Today, there is no question that the digital world is where health information seekers begin their quest for answers to health issues, or where they go to validate their doctor's diagnosis—a free, digital, "second opinion." The Internet Surpasses Doctors as the Top Source of Health Information 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Doctors (2004) Pharmacists Q Nurses Books, Magazines, Newspapers Television =amily and Friends Internet (2004) 0% 10% 20% 30% 40% 50% 60% 70% 80% All values represent 2008 data except those labeled 2004. Source: Cybercitizen Health’" 2004, 2008 (Manhattan Research) Reach Percent of US Adults Using Source for Health Information Delivering health information that enhances health and long-term compliance with therapy has long been the mandate of the pharmaceutical and other regulated health industries. The ability of the digital world to provide personal experiences that evolve into an enduring relationship is unsurpassed. Because of digital's ability to deliver personally relevant, tailored information, and to respond to individual patient needs, digital creativity has flourished. It has unlocked the potential to create value via functionality and to move from a static message to an engaging experience using sound, movement and emotion. 90% 100% 113
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