The trend: Healthcare advertising motivates consumers to go online to do more research, or talk to a medical professional—but the majority of people have privacy concerns about personalized ads.

Digging into the data: One-third (34%) of consumers went online to research information they saw in a healthcare ad, while 24% discussed the ad with a healthcare provider, insurer, or pharmacist, according to EMARKETER and StackAdapt’s “Healthcare Advertising Effectiveness Survey” in January.