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Google Health Search Medication OneBox POV DATE @ "
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 July 16, 2010Analysts: Vivek Chaudhuri, Director, Searc...
Ensure engaging home page description tags: Engaging content helps brands differentiate from other sources. The descriptio...
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C:\Documents And Settings\Ckuper\Desktop\Move To Portal\Pov\Digitas Health Google Medication One Box Pov

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Google’s “Medication OneBox” is the latest addition to the evolving Google search results page. Google is now displaying drug info from the National Institutes of Health (NIH) for brand name search. Content and links to NIH are displayed between paid and organic search listings on the search engine results page. Due to its strategic placement and visual differentiation, this new feature has reduced organic search traffic to pharma brand sites for brand keyword search from Google. Digitas Health recommends (1) increasing paid search budgets for brand terms; (2) ensuring home page description tags engage the target audience; and (3) optimizing all branded digital assets.

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Transcript of "C:\Documents And Settings\Ckuper\Desktop\Move To Portal\Pov\Digitas Health Google Medication One Box Pov"

  1. 1. Google Health Search Medication OneBox POV DATE @ " MMMM d, yyyy" July 16, 2010Analysts: Vivek Chaudhuri, Director, Search Marketing<br /> Brian Staub, Manager, Search Marketing <br />EXECUTIVE SUMMARY<br />Google’s “Medication OneBox” is the latest addition to the evolving Google search results page. Google is now displaying drug info from the National Institutes of Health (NIH) for brand name search. Content and links to NIH are displayed between paid and organic search listings on the search engine results page. Due to its strategic placement and visual differentiation, this new feature has reduced organic search traffic to pharma brand sites for brand keyword search from Google. Digitas Health recommends (1) increasing paid search budgets for brand terms; (2) ensuring home page description tags engage the target audience; and (3) optimizing all branded digital assets.<br />Background<br />In August 2009, Google launched its foray into the healthcare search space with the Health OneBox, which integrated information on illness and conditions from various credible sources. There are two key drivers behind Google’s focus on the healthcare space. One, Google intends to help both consumers and physicians find unbiased information related to health search. Two, Google wants to expand its share of the increasing online advertising revenue from the healthcare space. According to Interactive Advertising Bureau (IAB) health/pharma online ad spends in 2009 represented just over $900 million; the search advertising share is estimated to be close to half of it. <br />Google’s new Medication OneBox feature pulls drug information from the National Institutes of Health (NIH) for the related branded drug or generic name search and links to NIH content. A red and blue capsule visual differentiates this content. The content in this feature is served by Google only in the US. Brands are being added on a continual basis, as Google and the NIH continue to expand their database of information.<br />Below is a screenshot of Google’s search results page for search on “Neulasta”. The Medication OneBox for Neulasta is displayed after the sponsored or paid search ad and before the first organic search listing.<br /> <br />The new “Medications OneBox” info from NIH appears above the organic search resultOrganic search listing for NeulastaPaid search ad<br />Currently, the OneBox is displayed only when brand name or generic name (one-word keywords) are searched. For instance, you would not get a Medication OneBox if “Crestor Side Effects” or “Spriva Dosing” were searched. Based on ongoing conversations and historical experience with Google, Digitas Health regards it as unlikely that Google will expand the appearance of the Medication OneBox for keywords other than just the brand or generic name.<br />Representative Google Medication OneBoxes<br />Implications<br />The new Medication OneBox has already had an impact on organic search traffic for pharma brands. A majority of traffic to pharma brand sites comes from a mix of branded keywords. The brand name itself accounts for a large share of organic traffic. Since the introduction of the Medication OneBox, Digitas Health has observed a 12-30% decrease in organic search traffic to brand sites for brand keyword searches from Google. <br />Recommendations<br />Here are Digitas Health’s priority recommendations to counter potential loss in search traffic due to Google’s new Medication OneBox —<br /><ul><li>Intensify paid search advertising: The Medication OneBox is sandwiched between the paid and organic search result on the search engine ranking page by Google. Hence, one interim measure should be to increase paid search daily budget cap for brand terms until there are additional organic listings for the brand term beyond the brand.com
  2. 2. Ensure engaging home page description tags: Engaging content helps brands differentiate from other sources. The description tag of the brand site’s home page should be informative, engaging, and have a call-to-action. This would help attract viewers to click the brand site (organic listing) when they scan search results page for a brand keyword search.
  3. 3. Optimize all digital assets to leverage Google’s universal search feature: Every brand asset online, including videos and press releases should be optimized to improve natural search engine visibility. This will help capture more real estate of the search results page for brand search via not only paid and organic search listings, but also online video, press release, and social media links.
  4. 4. Scrutinize information in search engine results for your brand term search: NIH is a credible source. However there are other organic listings that have information about the brand as well. It is important to determine if information about the brand on third-party sites (publishers, portals, etc) is represented accurately and up to date — and to have proactive remediation strategies in place for when inaccurate or out of date information is found.

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