February 21, 2015 § Leave a comment
Google has partnered with the Mayo Clinic to deliver health information through search in a totally new way to provide more information on symptoms and treatment. This change, which began on February 10, will certainly set a new bar for how Americans seek information and medical facilities respond. But it may also pose a challenge for marketers.
Rather than relying on information resulting from a regular search, Google has taken the position that health information needs to be presented in a different and more reliable way. Mayo Clinic has partnered with Google to review all the information provided. Now, when a consumer does a search, they will see an expanded box next to their Google search on desktop and more detailed information on the Google app.
And while this new search box will provide useful information, the change certainly impacts content and search strategy for marketers. The addition of this information box to the search results may likely mean a reduction in clicks to the websites in the SERPs. The person searching may not perceive a need to go to the website with specific information. For instance, if a person needs information on heart attack warning signs, they may never go to a local hospital site, only relying on the Google box of information. Video may be a strong tool in getting around the knowledge graph. Currently videos are not included in the knowledge graph. A 2011 study by AimClear demonstrated that video can receive as much as 41 percent more clicks in organic search over text results.
According to Google, “the box will be filled with enhanced information culled from throughout the web, verified by multiple physicians and, finally, signed off by doctors from Mayo. Altogether, an average of 11.1 physicians have inspected and approved the information Google will now present.”
The information may include special illustrations, symptoms and treatments. Google is beginning with 400 medical conditions which will inform about 10% of current health searches.
This initiative is huge in Google. Here are some of the reasons why Google has made this change:
1. One in every 20 searches on Google is about health information.
2. Three-quarters of all health inquiries start with a search engine, according to Pew Research.
3. The most commonly-researched topics are specific diseases or conditions, treatments or procedures, and doctors for health professionals.
4. 35% of US adult say that they have gone online specifically to try to figure out what medical condition they have or someone else has.
5. One in five internet users have consulted online reviews and/or rankings of healthcare providers/treatments.
6. 31% of cell phone owners, and 52% of smartphone owners, have used their phone to look up health or medical information.
The technology that Google is using is part of the Knowledge Graph which links searches to connected information. Now, you currently see this technology at work when you see the box of information to the right of a search results displayed for a celebrity or famous personality.
March 20, 2014 § Leave a comment
Since the Affordable Care Act has been in place, a recent Gallup poll shows the number of uninsured American declined from 17.1% to 15.9% in the first quarter of 2014, the lowest level since 2008. Half of Americans who remain uninsured say they will ultimately purchase health insurance as the March 31 deadline approaches.
The percentage of Americans who get insurance through a current or former employer fell nearly two points so far in the first quarter of 2014 to 43.4%. More Americans now say their primary health insurance coverage is through a plan fully paid for by themselves or a family member compared with at the end of 2013 — 18.1% vs. 17.2%. Those most likely to still be uninsured are under 34, Hispanic and make less than $36,000.
A recent presentation by Blue Cross Blue Shield of Tennessee reported that those purchasing healthcare are more likely to be female, aged 45-64. Why is that? Women use the healthcare system more regularly than men. We have babies, we have a need for more preventative services, and we tend to be in charge of our family’s health.
Before the Affordable Care Act in 2008, the American Academy of Family Physicians reported that women want a health care system in which they and their families can conveniently obtain preventive services, see their personal physicians the same day they become sick, and receive coordinated follow-up care from hospitals, or care from other physicians. A Kaiser Family Foundation report indicates over half of women have a chronic condition of their own to contend with. Women need appointment flexibility – less than a third have the flexibility to change their paid work hours, but nearly 20% of them provide care for a family member. These challenges continues to be important information for those seeking to satisfy their patients.
December 10, 2013 § 1 Comment
Women are the holiday multi-taskers so it’s no surprise that 43% of female workers say they have holiday shopped online while at work, according to the new CareerBuilder CyberMonday study. Jennifer Sullivan Grasz from CareerBuilder reports only 35% of male workers are also holiday shopping online.
CyberMonday shoppers work too!
Over half (54 percent) of all workers expect to be shopping online for the holidays. Many of those will be planning to spend the time during lunch or during breaks. The survey finds that one in five workers will spend between one and three hours browsing Internet deals from the office over the course of the holiday season and 10 percent will spend 3 hours or more; a quarter report just planning to spend an hour or less.
Back in 2010, we reported on a similar study that found that 40% of female workers 18-54 said they shopped online, and a whopping 84% of moms said they spent 15 minutes or more daily shopping. And emails were a definite trigger for with 60% responding to email offers.
Workers are responding to lots of holiday emails.
No wonder we are responding to emails. Some 28 percent of all emails are sent during the holiday season. In fact, every brand is sending consumers an average of six emails, up from five last year. Experian says that email accounts for nearly 3 percent of website visits (ahead of social) and higher conversions (3.58 percent) than search (2.49 percent) and social (.71 percent) combined. Oh, and don’t forget – half of all emails are now read on mobile devices.
Email tips for marketers.
For marketers, we need to take all of this in consideration and start planning early. Some of the important considerations are:
1. Test emails and offers for effectiveness.
2. Test timing of emails. Weekends versus weekdays may yield different results. By the way, half of all working women do their shopping between 11 am and 2 pm.
3. Make sure your subject lines are appealing and stand out to your consumers. Subject lines are where most people make a decision to unsubscribe.
4. Help your customer with gift guides. According to Experian, gift guide emails experience 48% higher transaction rates than normal promotion emails.
4. Look for new ways to build your list and reach new people.
5. Be more personal. Address your customer by name or tailor the message to your geography, weather or preferences.
6. Use re-targeting and abandoned cart messages.
7. Make sure you are optimized for mobile.
The CareerBuilder survey was conducted online within the U.S. by Harris Interactive© on behalf of CareerBuilder among 3,484 U.S. workers and 2,099 hiring managers and human resource professionals (employed full-time, not self-employed, non-government) between August 13 and September 6, 2013.
October 14, 2013 § Leave a comment
New research says that the average consumer visits the doctor three times a year but spends some 52 hours a year researching health information online annually.
The average number of physician office visits per person is 3.19x. Since most physicians actually spend only 15 minutes per patient, there is a role for other healthcare efforts to expand the physician experience through other efforts such as email, telephone care and even group visits. According to the American Academy of Family Physicians, 63% of women want a relationship with a doctor that knows their medical history.
Marketing healthcare is really marketing to women.
Learning the behavior of women in these situations is important because women make the primary healthcare decisions in 2/3 of households.
- Some 59% of prescriptions are ordered by women.
- Women spend 80% of all dollars in a drugstore.
- 60% of all doctors appointments are made by women for the household.
- More than one in ten care for a sick relative or parent.
While many online search occasions are prompted by physician diagnosis, it certainly means that consumers are not getting adequate information from their healthcare provider.
The research, conducted by Makovsky Health and Kelton among Americans aged 18 and older, was focused on behavior related to healthcare and prescriptions. We tend to go to pharma-related websites when we are experiencing symptoms (16%), after receiving a diagnosis (51%) and before filling a new prescription (23%).
Some 24% of consumers use at least one or a combination of social media channels (YouTube, Facebook, Twitter and blogs) to access healthcare information.
The most accessed online resources are:
- WebMD – 53%
- Wikipedia – 22%
- Health Magazine Websites – 19%
- Advocacy Group Websites – 16%
- YouTube – 10%
- Facebook – 10%
- Blogs – 10%
- Pharmaceutical Websites – 9%
Contrary to their search for health information, 33 percent of consumers have spent less than an hour researching information on the Affordable Care Act.
February 19, 2013 § 3 Comments
Let the statistics speak for themselves: Women make 80% of the healthcare decisions. Seventy-three (73%) of medical and health service managers are female. Women compose 47% of medical school graduates. Some 32% of all physicians are women. And yet only 18 percent of hospital CEOs are female. And even worse, only 4% of healthcare company CEOs are women.
The following presentation from Rock Health gives some of the perceived barriers to advancement in healthcare – self confidence, time constraints, ability to connect with senior leadership, family and education/skills.
While women are beginning to make upward progress, it is amazing that these types of gender differences still exist. What do you think?