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  • 1. Google Confidential and Proprietary 1Google Confidential and Proprietary 1The Digital Journey toWellness2012 Google/Compete Hospital Study
  • 2. Google Confidential and Proprietary 2Google Confidential and Proprietary 2In today’s digital world,prospective patients are nowACTIVE PARTNERSin their medical journeysSource: 2012 Google/Compete Hospital Study
  • 3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3DiagnosisTreatmentRecoveryThe Patient JourneySymptomsSource: 2012 Google/Compete Hospital Study
  • 4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4We sought to understand what influences hospitalchoice and what role digital plays in the journeyPhysiciansOnline VideoSearch & WebContentFriends & FamilyTV &NewspapersMobile & TabletDevicesSource: 2012 Google/Compete Hospital Study
  • 5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5Overview and MethodologyWe tracked hospitalresearchers’ activityacross online platformsbetween Q1 ’11 & Q1 ‘12We analyzed onlinebehavior of users fromstart of research topoint of conversion*We surveyed 533 hospitalresearchers in May andJune 2012 to gainbehavioral insightsWe partnered with Compete, a third-party research vendor, tounderstand how digital drives hospital research and appointments*A conversion was defined as the following: booking an appointment, finding a doctor/location, and contacting a hospitalSource: 2012 Google/Compete Hospital Study
  • 6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6Prospective patients tell us digital mattersSearch is indispensable in patient journeyS e a r c h i m p a c t s b r a n d sMobile is the patient’s constant companionM o b i l e w i l l b e a s i m p o r t a n t a s d e s k t o pOnline Video informs and connectsSight, sound, and motion tell stories & fuels conversionsSource: 2012 Google/Compete Hospital Study
  • 7. Google Confidential and Proprietary 7Google Confidential and Proprietary 751%85%86%90%94%Recommended by friends and familyUses latest technologyRecommended by physicianAccepts healthcare planReputation of facilityBrand is important to prospective patientsSource: 2012 Google/Compete Hospital Study
  • 8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8Online plays a significant role in the researchprocess84% of patients use both online and offline sources for researchOnline Personal OfflineSource: 2012 Google/Compete Hospital Study77% 76%52% 49%34% 32%20% 18%Search Engines Hospital Sites HealthInformationSitesPhysiciansOfficeFamily,Friends,ColleaguesTV Magazines Newspapers
  • 9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9Before booking, patients put in time andconsideration to their researchXXXXXX48%took over 2 weeks toresearch before booking61%visited 2+ hospital sitesbefore convertingSource: 2012 Google/Compete Hospital Study
  • 10. Google Confidential and Proprietary 10Google Confidential and Proprietary 10For patients who booked appointments, digitalcontent is key to decision-making83%Hospital Sites26%ConsumerGenerated Reviews54%Health InsuranceCompany Sites50%Health InformationSitesUsers tapped into the following resources when researching:Source: 2012 Google/Compete Hospital Study
  • 11. Google Confidential and Proprietary 11Google Confidential and Proprietary 1123% booked in person56% called on phone21% booking via computer or mobile app/browserSource: 2012 Google/Compete Hospital Study1 in 5 patients is now booking throughnon-traditional means
  • 12. Google Confidential and Proprietary 12Google Confidential and Proprietary 12After appointments, patients are spreading theword about their experiences50%recommended family,friends, and colleaguescontact the same facility6%posted a review on awebsite12%posted review on socialnetwork siteSource: 2012 Google/Compete Hospital Study
  • 13. Google Confidential and Proprietary 13Google Confidential and Proprietary 13Prospective patients tell us digital mattersSearch is indispensable in patient journeyS e a r c h i m p a c t s b r a n d sMobile is the patient’s constant companionM o b i l e w i l l b e a s i m p o r t a n t a s d e s k t o pOnline Video informs and connectsSight, sound, and motion tell stories & fuels conversionsSource: 2012 Google/Compete Hospital Study
  • 14. Google Confidential and Proprietary 14Google Confidential and Proprietary 1477% of patients usedsearch prior to booking anappointmentSource: 2012 Google/Compete Hospital Study
  • 15. Google Confidential and Proprietary 15Google Confidential and Proprietary 15Search empowers patients, who leverage it for…GENERAL INFORMATION (57%)EVALUATION OF SPECIFIC FEATURES (29%)DISCOVERY OF NEW HOSPITALS (21%)COMPARISON OF OFFERINGS ACROSS FACILITIES (28%)CONSIDERATION OF HOSPITALS THEY KNOW (16%)Source: 2012 Google/Compete Hospital Study
  • 16. Google Confidential and Proprietary 16Google Confidential and Proprietary 16Search drives more valuable visitors to hospitalsites than other traffic sources43% of visits to hospital sites originate from a search engineSearchers Non-Searchers4.4%conversion rate958Kconversions22Munique visits4.2%conversion rate243Kconversions6Munique visitsSource: 2012 Google/Compete Hospital Study
  • 17. Google Confidential and Proprietary 17Google Confidential and Proprietary 17When patients see a paid search ad, they takeaction35% Conduct searches for more information29% Begin the research process28% Visit website of hospital advertised21% Consider hospital that was advertised5% Contact hospital that was advertisedheart surgeonSource: 2012 Google/Compete Hospital Study
  • 18. Google Confidential and Proprietary 18Google Confidential and Proprietary 18Each patient creates a unique search pathPatients used nearly4k unique search paths,with the top 20 pathsrepresenting65% of all patient pathsSource: 2012 Google/Compete Hospital Study
  • 19. Google Confidential and Proprietary 19Google Confidential and Proprietary 1919%37%38%6%Search paths are highly diverse and comprisedprimarily of symptoms and conditions termsBrandede.g. [hospital branded term]Symptoms ordepartmentse.g. sore throat, pediatrics Conditions ordiseasese.g. arthritis, cancerTreatments orprocedurese.g. chemotherapy, dialysisSource: 2012 Google/Compete Hospital Study
  • 20. Google Confidential and Proprietary 20Google Confidential and Proprietary 20Share of patients that started on:Branded2 to 4 Sites10% 49% 35%Conditions/DiseasesTreatments/Procedures6%Symptoms/Dept.Most paths begin with a non-branded term,when patients are in the early stages of researchSource: 2012 Google/Compete Hospital Study
  • 21. Google Confidential and Proprietary 21Google Confidential and Proprietary 21Search paths continue primarily on non-brandedterms towards the moment of conversion6%16%38%41%Treatments/ProceduresBrandedConditions/DiseasesSymptoms/Depts.Source: 2012 Google/Compete Hospital StudyAssisting Searches Last Search
  • 22. Google Confidential and Proprietary 22Google Confidential and Proprietary 22Share of patients that started on:Branded2 to 4 Sites10% 49% 35%Conditions/DiseasesTreatments/Procedures6%Symptoms/Dept.Nearly half of patients finish their paths with abranded termBranded2 to 4 Sites48% 23% 25%Conditions/DiseasesTreatments/Procedures4%Symptoms/Dept.Share of patients that finished on:Source: 2012 Google/Compete Hospital Study
  • 23. Google Confidential and Proprietary 23Google Confidential and Proprietary 23QueriesPatients who booked appointments conducted3x as many searches than those who didn’t1 5 10 15Did Not ConvertOnline15.3Converted Online4.520Source: 2012 Google/Compete Hospital Study
  • 24. Google Confidential and Proprietary 24Google Confidential and Proprietary 24Prospective patients tell us digital mattersSearch is indispensable in patient journeyS e a r c h i m p a c t s b r a n d sMobile is the patient’s constant companionM o b i l e w i l l b e a s i m p o r t a n t a s d e s k t o pOnline Video informs and connectsSight, sound, and motion tell stories & fuels conversionsSource: 2012 Google/Compete Hospital Study
  • 25. Google Confidential and Proprietary 25Google Confidential and Proprietary 25Patients are across all devices when researching8%tablet10%mobile phone98%desktop or laptopSource: 2012 Google/Compete Hospital StudyRoughly 1/3 of patients used tablets or mobile devices on a daily basisfor research and/or to book appointments
  • 26. Google Confidential and Proprietary 26Google Confidential and Proprietary 26While visitingfriend or familyat home23%While at work27%While at home61%While in adoctor’s office16%While out of town20%Source: 2012 Google/Compete Hospital StudyMobile is a constant research companion
  • 27. Google Confidential and Proprietary 27Google Confidential and Proprietary 27Patient behavior differs across search and sitesRead reviewsof facilities(29%)Locate afacility fortreatment(27%)Mobile search used to:Compareofferingsacross facilities(26%)Discoverbrands I wasn’taware of(18%)Source: 2012 Google/Compete Hospital StudyMobile sites used to:
  • 28. Google Confidential and Proprietary 28Google Confidential and Proprietary 28Patients who used a mobile device to researchwatch online videos in greater numbers35%65%Yes NoMobile DeviceResearchers10%90%Yes NoComputer OnlyResearchersSource: 2012 Google/Compete Hospital Study
  • 29. Google Confidential and Proprietary 29Google Confidential and Proprietary 29… and are also more likely to schedule anappointmentMobile DeviceResearchersComputer OnlyResearchers44%Scheduled an appointment34%Scheduled an appointmentSource: 2012 Google/Compete Hospital Study
  • 30. Google Confidential and Proprietary 30Google Confidential and Proprietary 30Prospective patients tell us digital mattersSearch is indispensable in patient journeyS e a r c h i m p a c t s b r a n d sMobile is the patient’s constant companionM o b i l e w i l l b e a s i m p o r t a n t a s d e s k t o pOnline Video informs and connectsSight, sound, and motion tell stories & fuels conversionsSource: 2012 Google/Compete Hospital Study
  • 31. Google Confidential and Proprietary 31Google Confidential and Proprietary 31Online video is a pivotal component of hospitalresearch1 in 8 patients watched anonline video on:Hospital Sites (42%)Health Insurance Information Sites (31%)Health Information Sites (30%)YouTube (29%)Health Insurance Company Sites (20%)53% of patients who didn’t watch hospital videos were unaware they existedSource: 2012 Google/Compete Hospital Study
  • 32. Google Confidential and Proprietary 32Google Confidential and Proprietary 32Patients seek video reviews and testimonials tolearn about hospitals and treatment optionsWhat they watch43% Patient testimonials32% Patient-generated contentWhy they watch64% Obtain information about hospitals56% Understand complicated treatmentsand proceduresSource: 2012 Google/Compete Hospital Study“Faces of Heart Diseases”“Aortic Valve Surgery:Patient Testimonial”
  • 33. Google Confidential and Proprietary 33Google Confidential and Proprietary 33After watching online videos about a hospital,patients…share an online videocontact a hospitalschedule an appointmenttalk to friends, family, orcolleagues about the hospitalSource: 2012 Google/Compete Hospital Study
  • 34. Google Confidential and Proprietary 34Google Confidential and Proprietary 34Online video drives patients to hospital sites,where they are more likely to convertYouTube traffic tohospital sites hasincreased119% YoY30% of patients who watched an online video booked an appointmentSource: 2012 Google/Compete Hospital Study
  • 35. Google Confidential and Proprietary 35Google Confidential and Proprietary 35Prospective patients tell us digital mattersSearch is indispensable in patient journeyS e a r c h i m p a c t s b r a n d sMobile is the patient’s constant companionM o b i l e w i l l b e a s i m p o r t a n t a s d e s k t o pOnline Video informs and connectsSight, sound, and motion tell stories & fuels conversionsSource: 2012 Google/Compete Hospital Study
  • 36. Google Confidential and Proprietary 36Google Confidential and Proprietary 36Next questions to answer as a hospital marketerHave you covered all searchpaths?Do you have a mobile strategy?How are you leveraging yourvideo assets?Source: 2012 Google/Compete Hospital Study
  • 37. Google Confidential and Proprietary 37Google Confidential and Proprietary 37Appendix
  • 38. Google Confidential and Proprietary 38Google Confidential and Proprietary 38Methodology: Hospital Industry DefinitionsBrands ConversionsAllina Schedule/Request AppointmentAurora Health Care Find a LocationBanner Health Care Find a DoctorBaylor Health Care System Contact UsCancer Treatment Centers for America Refer a PatientCleveland ClinicLaser Spine InstituteMayo ClinicM.D. Anderson Cancer CenterMemorial Sloan-Kettering Cancer CenterSt. Jude Children’s Research HospitalUniversity of Pittsburg Medical CenterSource: 2012 Google/Compete Hospital Study
  • 39. Google Confidential and Proprietary 39Google Confidential and Proprietary 39Methodology: Term Buckets1.  Hospital Branded: search containing a hospital brande.g. [hospital branded term]2.  Conditions/Diseases: search containing a condition/diseasee.g. allergies, asthma3.  Treatment/Procedures: search containing a treatment or medical procedure querye.g.. hip surgery, liposuction4.  Symptoms/Doctors/Depts: search containing symptoms, doctor terms or hospitaldepartmentse.g. fever, find a doctor, oncologySource: 2012 Google/Compete Hospital Study