In a recent study done by the Keller Fey Group, they found out that of the word-of-mouth conversations people were having online, less than 10% of conversations are happening, while 79% of these conversations are happening in person, according to this article at Health Populi.
Of the 10% of people talking about drugs online, those talking are family members, friends, coworkers, professionals. Also noticed was that only one in five of those who are talking to clinicians, meaning not many of the conversations online were with experts. Jane Sarasohn-Kahn of Health Populi believes that those selling prescription drugs need to find a way to utilize both online and offline word of mouth conversations for drugs, because so far, conversations are taking place primarily over the phone.
Ed Keller, the CEO of the Keller Fey Group, had this to say about the findings:
"The Keller Fay data is a helpful reminder that whatever is happening in the world of digital media is still only a fraction of all the conversations of health issues, and overwhelming online word-of-mouth are still conversations over the phone with people they know in some way or another personally."