HEALTH CARE: The Search Engine Will See You Now.

Wednesday, August 12th, 2009 | Uncategorized | No Comments

While the debate over America’s method of delivering health care carries on, the ground under the providers of health care is shifting — or so says a recent study of how consumers seek and obtain health information.

According to Manhattan Research, two out of three Americans begin their quest for health info that’s vital to them (or someone they love) not with a visit to their doctor, but a keyword search on their computer.

While this at first glance may seem like bad news for health care marketers, in fact it’s good news — because with smart marketing that embraces the Internet’s role, health care providers can lead consumers through the digital fact-finding and decision-making process. And ultimately, to their hospital’s or clinic’s front door.

So physicians and health care marketers, take these to marketing heart and call us in the morning:

• More U.S. adults use the Internet than they use doctors for obtaining health and medical information (so get on it!).

• Consumers are much more likely to begin their quest for health info with a search engine, versus going directly to a website (so optimize your website, initiate social media and do everything you can to up your search engine ranking).

• When consumers search, they’re much more likely to do so based on a specific condition or disease, versus a brand or name (so optimize your web presence with relevant content).

• The most common situation for search engine use is when a consumer, or someone they know, presents symptoms of a condition (so make sure your web marketing facilitates contacts and/or appointments).

SOURCE: American Marketing Association, MarketingVox.com, NOISE

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