A new Harris interactive poll, conducted by iVillage, shows the power of the Internet for women when it comes to research – in this case, health and medical issues.

While the information is not too surprising, it does play directly into your own business’ online presence, no matter what your industry.

• 49% of women surveyed say that anonymity and the opportunity to interact with other online members on a specific topic are what drive them to the Internet first when researching a health or medical issue.  Only 25% say they would go to a doctor first.




• Online peers helped 31% of the women (and 39% of mothers) with a specific issue.




• 30% of women say that the Internet research helps them be more fully prepared when visiting a doctor’s office.

This survey is a good example of how women are utilizing the Internet on an increasing level of frequency and depth; this information can also be applied to any industry.

Here are three things to think about:

1.  It’s the perfect place for conducting customer research. Do some Internet searches for forums that are related to your specific industry, and spend quality time reading what others have to say.  The “language” that women use in talking about your general product or service will give you an idea of how to create your message.  What words or phrases keep popping up?  Are you using them in your messaging, or have you fallen into the trap of industry jargon that means absolutely nothing to the customer?

2.  Find the gaps. Reading what others write and help each other with will show you areas where you may be missing out on important opportunities.  What are some of the most common questions and pieces of advice online?  Find the gaps between what your customer needs and what you can offer, and fill them.

3.  Become the portal for information. As Dr. Roland Goertz says, when it comes to your area of expertise, you need to become the portal for the right information.  Create a list of trusted online advice and offer it to your customers when you see them in person; you should also have it available on your website.  Trust me – customers remember who it was that directed them to helpful information, automatically ratcheting your “credibility” rating up a few notches.

Finally, don’t paint yourself into a corner by only paying attention to surveys and studies within your industry.  Statistics and human behavior findings in other fields are important for helping you understand trends and prioritize marketing strategies.