Health on Quora | EMEA
Post-pandemic health
Waves of people converged online seeking answers during the COVID-19 pandemic, turning Quora into a hub for information and community. Immunologists and researchers operated Spaces to dispel misinformation, parents exchanged homeschooling tips, and individuals came together to discuss lockdown life around the world.
Now, more than two years into the pandemic, we gradually see normalcy returning. Health was a popular topic among Quora users long before the pandemic, and moving into 2022 we see more Quorans re-focusing on their overall health.
Online life lines
With the onset of new variants and constantly changing lockdown protocols, health-related research and purchases continue to thrive online. A survey conducted by Global Web Index found that Quora’s EMEA users are:
%
more likely to have checked health symptoms online
%
more likely to have purchased medicine or pharmaceutical items online in the past month
%
more likely to have purchased health insurance online
83% of Quora’s EMEA users say online information or recommendations are important when deciding to buy medicine for everyday ailments. This is evident in the topics that trended on Quora over the past year. Users are actively on the platform about health sciences, specific ailments, and medicines.
For brands in the health space, this offers a prime opportunity to engage with with health-conscious individuals. Institutions like the USC Keck School of Medicine already recognized the demand for accurate medical information, and are using Quora to build their reputation as industry thought leaders.
Healthy lives are happy lives
56% of Quora’s EMEA users are interested in personal health, with leading interests including fitness, beauty, and diets.
However, for the Quora community, being “interested” in personal health isn’t enough. Rather than passively reading health content, Quorans are taking action and committing to healthier behaviors.
%
exercise at least once a week
%
seek new ways to lead a healthier lifestyle
%
play sports
%
encourage others to lead healthy lifestyles
The population of users advocating for healthier lifestyles is prominent on Quora. Combined, our most viewed health questions have several thousand followers and hundreds of answers. Professionals and individuals alike have taken to the platform to share advice and personal stories about their health journeys, creating an evergreen community of health enthusiasts on Quora.