What characteristics make a healthcare website trustworthy?

Many adults feel a bit hesitant when asked to submit personal information in order to access content on a website. In today’s world, that feeling is relatively normal. But how can healthcare marketers convince their target audiences that their brand’s websites are not only legitimate but completely trustworthy?

The recommendation of a healthcare professional continues to be the top characteristic of a trustworthy site although the percentage of adults that feel this way has dropped by 15 percentage points year-over-year, according to Kantar Media’s 2013 Online Behavior Study.

About half of adults believe that academic articles and scientific research make a website reliable. Being able to easily understand the information that is being posted is just as important.

For more information about accessing full study results, contact us here.

The MARS Online Behavior Study helps the industry make better decisions about how to incorporate online into pharmaceutical and OTC marketing strategies. The MARS Online Behavior Study is fielded as a re-contact among the MARS Core respondents who said they accessed the Internet in the last 30 days.

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