Psoriasis is the most prevalent autoimmune disease in the US, afflicting 7.5 million people. Depending on the severity, psoriasis can cause both extreme physical discomfort in patients as well as psychological issues. Healthcare market research and strategic advisory firm Manhattan Research and online patient community network Inspire partnered on a study to explore the role of social media in the lives of psoriasis patients. The study was conducted online among 317 psoriasis patients from the Inspire/National Psoriasis Foundation’s TalkPsoriasis community in Q2 2012. Lack of support from family and friends drives use of social media to an extent. Among surveyed psoriasis patients who disagree they have lots of support from family and friends when it comes to dealing with and managing psoriasis, half say they use psoriasis online communities regularly on a long-term basis, compared with just under one-third of surveyed psoriasis patients who agree they have this type of support.

1. VISUALIZED BY:
Psoriasis
Social Media Trends
A study from Inspire and
Manhattan Research

2. Psoriasis is the most prevalent autoimmune disease in the United States, afflicting an estimated seven
and a half million people. Depending on the severity and location of the disease, psoriasis can cause
both extreme physical discomfort in patients as well as psychological issues, especially in social and
dating scenarios.
Healthcare market research and strategic advisory firm Manhattan Research and online patient community
network, Inspire, partnered on a study to explore the role of social media in the lives of psoriasis patients.
The study was conducted online among 317 psoriasis patients from the Inspire/National Psoriasis
Foundation’s TalkPsoriasis community (http://www.inspire.com/groups/talk-psoriasis) in Q2 2012.
“Psoriasis is a serious disease that impacts the individual
physically, socially, financially, and psychologically. The more
that people with psoriasis are able to connect with others and
find support through platforms like social media, the less
isolating the disease can be.”
—Catie Coman, Vice President of Marketing Communications
at the National Psoriasis Foundation
Key questions explored in the research include —
To what extent are psoriasis patients incorporating social media into their lives, and for what
reasons are they using it?
How do older and younger patients differ in their use of social media?
Does psoriasis severity and perceived support from others affect social media reliance?

3. Health social media landscape
Social health adoption
2012
Adoption of health-related social media
“The National Psoriasis
Foundation was an early adopter
of social media. We founded the
In millions of U.S. adults
(ages 18+)
2011 NPF online patient community
nearly 10 years ago and it
2010 continues to be very active.
2008 107 109 TalkPsoriasis receives nearly
1 million unique visitors
2007 89 each year who come to the
63 site in search of connection,
38 information, and support.”
—Catie Coman, Vice President of
Marketing and Communications at the
National Psoriasis Foundation
Source: Manhattan Research, Cybercitizen Health® U.S. 2007-2012
Consumer adoption of health-related user-generated content has grown steadily over recent
years as this type of media has become more integrated into the consumer experience online.
Additionally, research shows that consumers are at least open to, if not in favor of pharma’s
participation in social media. According to Manhattan Research’s ePharma Consumer® study,
42 percent of online consumers (and 48 percent of online psoriasis patients) agree that
pharmaceutical companies should be involved in online health communities for consumers.

4. Overview of surveyed respondents
What is your gender?
What is your gender?
70.7% 29.3% Which type of psoriasis
were you diagnosed with?
72.9% 8.8% 4.4% 2.5% 0.9% 10.4%
Gluttate Inverse Other type
psoriasis psoriasis of psoriasis
Plaque Pustular Erythrodermic
psoriasis psoriasis psoriasis
Among surveyed psoriasis patients
from the TalkPsoriasis community

5. Overview of surveyed respondents
How severe is your psoriasis, or that of the person you care for?
How severe is your psoriasis?
Mild
Severe Have you, or the person you care for, had a psoriasis
flare-up in the past three months?
Moderate
Not Have you had a psoriasis flare-up in
19.2% 30.9% Sure the past three months?
3.5%
46.4% 82.3%
NO YES
17.7%
Yes — there has been
No — there have been a flare-up in the past
no flare-ups in the three months
past three months
Among surveyed psoriasis patients
from the TalkPsoriasis community

6. To what extent are psoriasis patients incorporating social media
into their lives, and for which reasons are they using it?
Surveyed psoriasis patients are avid users of both general and psoriasis-related social media,
with 70 percent of this audience using any type of online community, social network, message
board, or blog at least several times per week, and 44 percent using psoriasis-specific social
media multiple times per week.
How often do you use online
communities, social networks,
message boards, or blogs
for information and support
related to psoriasis?
3.2% 3.5%
6.9%
A few times
a year Never
Several times
per day 8.8%
A few times
13.2%
a month
12%
A few times
16.7%
About once
a week
15.1%
A few times
a year
20.5%
Several times a month
Among surveyed psoriasis patients per week
from the TalkPsoriasis community
About once
a day

7. To what extent are psoriasis patients incorporating social media
into their lives, and for which reasons are they using it?
Once surveyed psoriasis patients sign up for a community, they tend to remain engaged with it.
More than two-thirds of this audience uses psoriasis-related communities regularly on a long-
term basis after joining, and another quarter turn to communities when a medical situation,
such as a flare-up, occurs. In contrast, only 13 percent say they rarely return to these types of
communities after initially signing up.
Thinking of your use of online communities and networksnetworks for information“They let me speak to
Thinking of your use of online communities and for information
and support related to related to psoriasis, which statement best describes you? others who suffer from
and support psoriasis, which statement best describes you?
After I initially sign up for a community...
After I initially sign up for a community… the same problem as
I do, they make me
Other feel better about my
I rarely return condition, and they
to use it
6.0% provide insight from
12.9% other sufferers who
have tried similar
treatments and can
provide firsthand
I use it regularly on
a long-term basis 34.1% 22.4% but then stop or only use it rarely
I use it regularly for a few weeks
feedback on what
works for them and
what might help me.”
—Surveyed psoriasis patient
24.6%
I only use it when a medical situation occurs “Q17: You mentioned you regularly use at least
Among surveyed psoriasis patients
(such as a flare-up related to psoriasis) one online community for information and support
from the TalkPsoriasis community related to psoriasis. Why do you regularly use these
websites — what value do they provide to you?”

8. To what extent are psoriasis patients incorporating social media
into their lives, and for which reasons are they using it?
Surveyed psoriasis patients tend to rely on communities more for practical advice related to
their disease rather than emotional support. About 8 in 10 say they used psoriasis social media
because they wanted to read how others managed the disease as well as to get tips and ideas
that they couldn’t find elsewhere.
Which of the following reasons describe why you use online communities,
social networks, message boards, or blogs related to psoriasis?
I think others can give
me tips and ideas
I cannot find elsewhere
84.5%
I wanted to read
77.6% 65.9%
I wanted to find
how others have differing opinions
managed a condition about a health issue
or treatment regimen or treatment option
I wanted to see
60.6% how other people
rate or review a
prescription drug
45.5%
I came across
these websites 28.1% 4.1% Other
when I was using I wanted to
a search engine connect with
others for
Among surveyed psoriasis patients
from the TalkPsoriasis community
emotional support

9. To what extent are psoriasis patients incorporating social media
into their lives, and for which reasons are they using it?
While surveyed psoriasis patients are considerably engaged in social media, the data indicates
that there is a limit to how many active social profiles/personas one can maintain online.
Less than one-third of this audience regularly visits more than one online community or network
for information and support for their disease.
How many online communities or networks do you belong
to for information and support related to psoriasis?
6+
online communities or networ
1
online communities or networks
[TalkPsoriasis]
More than 2
Online communities or networks
Among surveyed psoriasis patients
from the TalkPsoriasis community

10. How do older and younger psoriasis patients differ
in their use of social media?
While younger psoriasis patients are more frequent users of social media in general, older
psoriasis patients are more frequent users of psoriasis-related social media.
How often do you use online communities, social networks, message
boards, or blogs for information and support related to psoriasis?
How often do you use online communities, social networks, message boards, or
blogs for information and support related to psoriasis?
5.2% Several times per day 8.0%
14.7% About once a day 23.9%
16.4% Several times per week 16.9%
12.1% About once per week 13.9%
16.4% A few times a month 14.4%
7.8% About once per month 9.5%
19.0% A few times per year 8.0%
6.0% About once per year 1.5%
4.0% Never 2.6%
Psoriasis patients 13-44 Psoriasis patients 45+
Among surveyed psoriasis patients
from the TalkPsoriasis community

11. How do older and younger psoriasis patients differ
in their use of social media?
After initially signing up for a Thinking of your use of online communities and networksnetworks
Thinking of your use of online communities and for information and
community, older psoriasis patients related to psoriasis, which statement best describes you? After I initia
support for information and support related to psoriasis, which
are more likely to use them regularly sign up for a community...
statement best describes you? After I initially sign up for a
community...
on a long-term basis, while younger
psoriasis patients are more likely to Patients 13-44 Patients 45+
use them only when prompted by a
medical situation.
13.8%
I rarely return to use it
12.4% to use it
I rarely return
19.9% for a few weeks
26.7%
I use it regularly for a few weeks
I use it regularly
but then stop or only use it rarely
but then stop or only use it rarely
20.9%
I only use it when a medical
31% situation occurs (such as a flare up
related to psoriasis)
I only use it when a medical
situation occurs(such as a flare up
related to psoriasis)
39.8%
24.1% I use it regularly on a long-term basis
I use it regularly on a long-term basis
Among surveyed psoriasis patients
from the TalkPsoriasis community 4.3% 7%
Other Other

12. How do older and younger psoriasis patients
differ in their use of social media?
Younger psoriasis patients feel they have more family support than
their older counterparts, however younger psoriasis patients are more
1.7%
Other apt to seek emotional support from psoriasis social media.
5.5%
I think others can give 25.0%
me tips and ideas I
cannot find elsewhere
29.9% Which of the following reasons describe why you use
online communities, social networks, message boards,
I wanted to find differing 54.3% or blogs related to psoriasis?
opinions about a health
issue or treatment option
40.3%
Patients 13-44
I wanted to see how other 56.0% Patients 45+
“It’s important to have a support
people rate or review a
prescription drug
63.2% system. I know others are suffering
with the same thing I am, so don’t feel
all alone in your fight. You learn about
I wanted to connect with 68.1%
others for emotional support products and treatments that you may
64.7% have not known of before.”
—Surveyed psoriasis patient
I came across these
websites when I was
77.6%
using a search engine
77.6%
88.8%
“Q17: You mentioned you regularly use at least one online community
I wanted to read how others for information and support related to psoriasis. Why do you regularly
have managed a condition use these websites — what value do they provide to you?”
or treatment regimen
82.1%
Among surveyed psoriasis patients
from the TalkPsoriasis community

13. Does psoriasis severity and perceived support
from others affect social media reliance?
Moderate to severe psoriasis patients are involved in more psoriasis social networks than
mild psoriasis patients. Thirty-five percent of surveyed moderate to severe psoriasis patients
belong to more than one online community or social network for psoriasis, compared with
just 15 percent of surveyed mild psoriasis patients.
How many online communities or networks do you belong to for information
and support related to psoriasis?
How many online communities or networks do you belong
to for information and support related to psoriasis?
34.7% 14.8%
85.2%
65.3%
Moderate to severe Mild
Among surveyed psoriasis patients
1 (TalkPsoriasis) 2 to 5
from the TalkPsoriasis community

14. Does psoriasis severity and perceived support
from others affect social media reliance?
“When I could not leave my house
Moderate to severe psoriasis patients are more apt to
because of the severity of my disease,
rely on psoriasis user-generated content for emotional
it provided a link to the outside world.”
support than their counterparts suffering from mild
forms of psoriasis. Half of surveyed moderate to severe —Surveyed psoriasis patient
psoriasis patients say they use psoriasis social media for
connecting with others for emotional support, compared
with one-third of surveyed mild psoriasis patients.
“Q20: You mentioned that online communities and social networks
are essential resources to you when it comes to dealing with and
managing psoriasis. Can you please describe why you feel this way?”
Which of the following reasons describe why you use online communities,
Which of the following reasons describe why you use online communities,
social networks, message boards, or blogs related toto psoriasis?
social networks, message boards, or blogs related psoriasis?
82.0% 85.3% 70.5% 79.2% 59.0% 67.8%
I wanted to read how others have managed I think others can give me tips and ideas I wanted to find differing opinions about
a condition or treatment regimen I cannot find elsewhere a health issue or treatment option
47.5% 64.1% 32.8% 48.2% 27.9% 26.5%
I wanted to see how other people rate I wanted to connect with others for I came across these websites when
or review a prescription drug emotional support I was using a search engine
4.9% ? 4.1%
Other
Among surveyed psoriasis patients
from the TalkPsoriasis community
Mild Mod to Sev

15. Does psoriasis severity and perceived support
from others affect social media reliance? “Because you basically feel
all alone with your disease
and desperate for information
and to talk with others who
understand what you are
Lack of support from family and friends drives use of social going through and to share
media to an extent. Among surveyed psoriasis patients who information. It has become
disagree they have lots of support from family and friends when the new ’support group’ for
it comes to dealing with and managing psoriasis, half say they many of us.”
use psoriasis online communities regularly on a long-term —Surveyed psoriasis patient
basis, compared with just under one-third of surveyed psoriasis
patients who agree they have this type of support.
“Q20: You mentioned that online communities and social
Which of the following reasons describe why you use online communities, networks are essential resources to you when it comes
to dealing with and managing psoriasis. Can you please
social networks, message boards, or blogs related to psoriasis? describe why you feel this way?”
12.1%
I rarely return to use it
12.0% “While my family is an
Agrees with having lots of excellent support group,
I use it regularly for a few support from family and friends
24.9% Disagrees with having lots
they just don’t understand.
weeks but then stop or only
use it rarely 26.0% of support from family and friends I can connect with other Ps
sufferers online. I can also
I only use it when a medical get some alternative relief
28.9%
situation occurs (such as a suggestions that I can try in
flare up related to psoriasis) 8.0% between Dr. appointments.”
31.2% —Surveyed psoriasis patient
I use it regularly on a
long-term basis 48.0%
Among surveyed psoriasis patients
2.9% “Q20: You mentioned that online communities and social
from the TalkPsoriasis community Other networks are essential resources to you when it comes
6.0% to dealing with and managing psoriasis. Can you please
describe why you feel this way?”

16. About Manhattan Research
Manhattan Research (www.manhattanresearch.com), a Decision Resources Group company,
conducts annual research studies covering digital health trends among healthcare
professionals and consumers in the Americas, Europe, and Asia.
Topics covered in Manhattan Research’s consumer studies include:
n Technology profile and digital behaviors
n Health touch points and a resources mix, including pharmacists and retailers
n Influence of digital on health decisions
n Internet reliance throughout the patient journey
n Health-related social media and online health video
n Smartphone and tablet health activities
n Remote health monitoring and patient portals
n Online prescription drug information seeking
n Role of pharma at the point of care
n Demand for online pharma resources and support services
Consumer research can also be segmented to gain insights for key patient categories.
For more information, please contact sales@manhattanresearch.com.

17. About Inspire
Princeton, NJ-based Inspire creates safe, moderated online communities, organized by
medical condition, for patients to share information and to support each other. Inspire
builds and manages these communities in partnership with more than 80 national
patient advocacy and support organizations. Among the organizations are the National
Osteoporosis Foundation, the Ovarian Cancer National Alliance, and the Asthma and
Allergy Foundation of America. For more information, go to http://corp.inspire.com or call
us at 800/945-0381.
About the National Psoriasis Foundation
The National Psoriasis Foundation (NPF) is a non-profit, voluntary health agency dedicated
to finding a cure for psoriasis and psoriatic arthritis and eliminating their devastating
effects through research, advocacy and education.
About Ignite Health
Ignite Health ranks among the top healthcare agencies and was a finalist in 2011 for Med
Ad News’ Agency of the Year. With offices in Irvine, Calif., and New York City, Ignite Health
offers clients a broad range of fundamental best practices and digital excellence to create
unstoppable momentum for brand success across the continuum of a brand’s lifecycle.
Ignite Health is an inVentiv Health company. For more information, visit ignitehealth.com.