Considering the millions of bloggers, social networkers, forum participants and their audiences, you might guess that the social media universe includes a broad mix of demographic groups. Indeed, there are plenty of teens, young and mature adults to poll about their social media activities. But we also need to pay close attention to the impact of social media on consumer behavior. The market is big enough. Soon, many companies looking to this space as a marketing platform will look for results beyond building brand equity. The latest data from Manhattan Research, a pharmaceutical and healthcare market research firm, suggests that brands who can engage patients and caregivers online may have the opportunity to strengthen their reputation and earn new customers.
Manhattan Research conducts ongoing studies focusing on ePharma consumers--adults who have researched pharmaceutical information online for themselves or for someone else in the past 12 months. According to their 7th ePharma Consumer(R)