Cybercitizen Health® - Manhattan Research

August 27, 2016

Research and expertise to engage and activate your patients along the patient journey

DRG Digital’s Cybercitizen Health® research, insights and advisory services help pharma brands:

  • Understand their patients’ challenges and concerns in today’s healthcare climate in order to be more a more relevant brand
  • Align multichannel and customer engagement spending to patient behavior and influences across their health journey
  • Plan for how digital disruptors such as telehealth, AI, voice assistants, chat bots and other emerging tech are impacting their audiences’ behavior – and prioritize where to focus now vs. the future

Coverage for 5 countries and 50+ disease states


Our research and analysts provide data-driven answers to your questions around:


Technology and media behavior

  • Devices owned (e.g., smartphone, tablet)
  • Devices used for health info-seeking
  • Locations smartphones used for health info (e.g., at home, at the doctor’s)
  • Adoption of emerging tech such as health wearables, smart watches and “smart speaker” devices (e.g., Amazon Echo)

Healthcare system issues and concerns

  • Attitudes and concerns around healthcare system changes
  • Emotions regarding emerging health policy changes
  • Attitudes around healthcare costs
  • Sources used to research health costs and ways to save
  • Awareness of Rx savings programs provided by pharma


Health and treatment decision-making

  • Involvement in treatment decisions
  • Attitudes towards online info in decision making
  • Discussing online info with HCPs


Health news

  • Methods of getting “daily news”
  • Health news consumption behavior (e.g., skimming headlines vs. active reading)
  • Attitudes towards health news and “fake news”
  • Trust in various sources vs. pharma


Health info-seeking

  • Reliance on search engines
  • Topics most searched for (e.g. symptoms, insurance, clinical trials)
  • Top online sources used for health info
  • Specific health websites and newsletters used (e.g.,


Digital health journey

  • Specific online behaviors at key health stages
  • Reliance on online resources and most influential source by stage
  • Impact of online info on health decisions
  • Websites used to decide which doctor to see


Social health behavior

  • Top social networks for health
  • General social networks vs. health-focused communities
  • Facebook and newsfeed behavior
  • Trust in social media compared to 2 years ago
  • Types of content viewed vs. shared
  • Drivers to sharing health info
  • Following influences and impact on health behavior
  • Actions taken after using social for health


Patient centricity

  • Interest in personalization and “one-stop shop” health info storage
  • Key features of a “good experience” at the doctor’s office
  • Expectations when looking for health info online
  • Attitudes towards pharma and customer experience


Point of care everywhere

  • Role that digital is playing at the doctor’s office
  • Resources interested in receiving via email post appointment
  • Online info accessed at the doctor’s office
  • Patient portals and features used/interested in
  • Online communication with HCPs (e.g., email, portals, video)
  • Virtual consults and reasons for using
  • Methods for tracking health measurements (e.g., smartphone, wearables, paper)
  • Sharing health measurement with the doctor

Voice assistants and automated customer service

  • Voice assistants by brand (e.g., Siri, Alexa) and tasks used for
  • Interest in using voice assistants for various health activities
  • Attitudes towards voice assistants
  • Attitudes around human vs. automated/chat bot customer service


Health profile and demographics

  • Diagnosis with a chronic condition or rare disease
  • Type of health insurance and company
  • Medication profile
  • Employment status
  • Education


Coverage for some topic areas varies by country


  Countries covered:  United States, United Kingdom, France, Germany, Spain, Italy


Disease states (US):

Patient, Caregiver & Rx taker segments

  • Acid Reflux
  • Acne
  • Age-related Macular Degeneration
  • Allergies
  • Angina
  • Arthritis
  • Osteoarthritis
  •  Rheumatoid arthritis (mild, moderate-severe)
  •  Psoriatic arthritis
  • Parent to child with ankylosing spondylitis
  • Parent to child with juvenile idiopathic arthritis
  • Parent to child with plaque psoriasis
  • Parent to child with Crohn's Disease
  • Arrhythmia
  • Asthma (mild, moderate-severe)
  • Atrial Fibrillation
  • Autism
  • Atopic dermatitis
  • Bipolar Disorder
  • Cancer (diagnosed past 3 years)
  • Breast Cancer
  • Prostate Cancer
  • Skin Cancer
  • Chronic Pain
  • Chronic Bronchitis
  • Chronic kidney disease
  • COPD


  • Crohn's Disease
  • Cystic Fibrosis
  • Deep Vein Thrombosis
  • Depression
  • Diabetes (T1 & T2)
  • Eczema (mild, moderate-severe)
  • Emphysema
  • Epilepsy
  • Erectile Dysfunction
  • Fibromyalgia
  • Generalized Anxiety Disorder
  • Glaucoma
  • Gout 
  • Growth Hormone Deficiency
  • Heart Attack past 3 years (ages 45+)
  • Heart failure
  • Heart Disease
  • Hepatitis C
  • High Cholesterol
  • HIV or AIDS
  • Insomnia or Sleep Disorder
  • Irritable Bowel Syndrome
  • Low testosterone
  • Migraine
  • Multiple Sclerosis
  • Osteoporosis
  • Organ transplant recipient
  • Overactive Bladder or Urinary Incontinence
  • Overweight or obese (Weight management or obesity for info seekers)
  • Psoriasis (mild, moderate-severe)
  • Stroke

Contact us to learn more about the study and how our analysts can help your planning:


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