Burson-Marstellar reveals Chinese health consumers' online strategies

The China healthcare and wellness consumer survey examined industry trends, focusing on expenditure pattens and information resources. Researchers surveyed 1,000 consumers across Tier 1 and Tier 2 cities in China in February this year.

Across digital channels, news websites are a key source of healthcare information (69 per cent of respondents used this), second only to doctor’s advice (73 per cent). Bulletin board systems and social networking sites were next at 60%.

“As consumers turn to social media over corporate websites, healthcare and wellness companies can no longer ignore social media as part of their overall communications approach,” said Efen Huang, senior healthcare strategist at Burson-Marsteller China.

When it comes to sensitive topics like mental illness, cosmetic surgery, infertility and sexually transmitted diseases however, 96 per cent of those opt for the internet compared with 68 per cent who consult doctors. Those surveyed though complained that trusted information and data on these topics was difficult to find, with 65 per cent saying it was difficult to locate reliable information on mental illnesses in particular.

"Considering the scarcity of credible health and wellness information, especially in sensitive health areas, there is a real opportunity for companies to work collaboratively with industry associations and governments to create credible, accurate online content for public consumption and education,” observed Simon Li, general manager of Kantar Health.

This opportunity is especially poignant considering the survey named healthcare as the third largest expenditure area currently for Chinese families, after food and children’s education, and almost 70 per cent of consumers surveyed rank it as a family’s most important expenditure.

Within the family unit, women are making the decisions about their family’s health and wellness needs, with 92 per cent of women aged 35- 46 years old identifying themselves as the key healthcare and wellness spending decision-makers.