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2. Inormation is experienced as much emotionally as it is unctionally.
Not surprisingly, inormation plays an important unctional role in making health decisions or thislie stage. When asked what is important to them in health inormation sources, 69% strongly valued"expertise" and 67% strongly valued "making inormation easy to digest and understand." However, ourunexpected learning was that emotional actors were equally important. Women indicated that they alsovalued emotional actors in their inormation sources—"have my best interests in mind" (66%) and have"no hidden agenda (66%)."
3. The Web oers multiple touch points to helpwomen "realize to decide."
Approximately 34.5 million women aged 40-59go online each month and 56% o the womenwe spoke to say they turn to online sourcesrequently as sources o health inormationand/or support.Long recognized as sources o support, onlinecommunities are also being recognized moreoten today as inormation sources in their ownright. 43% o women in mid-lie who turn tothem do so to gather general health inormation
What Kind o Inormation do Women Want?
I strongly value the ollowing in health inormation sources (top 2 on a 7-pt. scale):
(ino that comes rom respected sources)
Makes ino easy to digest& understandHas my best interests in mindNo hidden agenda
and, giving is as important as getting.
4. "Yes Doctor" has become "Yes Doctor, but..."
There has been a air amount o research about how patients are doing research online beore theirdoctor’s visit, and it remains true or this age group. Nearly hal o women 40-59 strongly agree thatpatients have more o a role in diagnosis and treatment these days because so much inormation isavailable online. Interestingly, what women said they want rom doctors, but don’t (oten) get is "a partner
o the women we spoke to turn toonline sources
as sources o health inormationand/or support