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Guide to Search Engine Marketing for Healthcare & Pharma Businesses
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Guide to Search Engine Marketing for Healthcare & Pharma Businesses


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This summary of our full length white paper aims to help CEOs, Directors, Marketing & Product Managers within Pharma, Medical Devices and Healthcare markets understand all the different elements and …

This summary of our full length white paper aims to help CEOs, Directors, Marketing & Product Managers within Pharma, Medical Devices and Healthcare markets understand all the different elements and business benefits of ‘Search' and the Search Engines Marketing & Optimisation and how they can be applied to individual businesses to help reach and interact with their target audiences.
The full white paper is available as a PDF, Kindle or iPhone/iPad download from:

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  • 1. By Damon Lightley Genetic Digital Download the full white paper
  • 2. Growth in Search MarketingSearch marketing represents the largestshare of the interactive marketing mix at 60%Investment in search continues to grow everyyear as more marketers move budget fromother marketing initiativesSource: Forrester ResearchSearch engine optimisation (SEO) is a keyarea of focus for many marketers with SEObudgets expected to rise 20% in 2011Source: Marketing Sherpa‟s latest Search Marketing Benchmark.
  • 3. It‟s all happening onlineIn the US the number one most trusted source ofinformation is physicians (62%).The second most trusted source is the Internet(57%).In Europe these figures are 85% for physiciansand 75% for Internet - (Source: OTX, 2010).Most pharma & healthcare companies save only2-3% of their marketing budgets for digital andsearch engine marketing will probably getsomewhere in the region of 2-3% of that digitalbudget.
  • 4. We “Google” health related keywordsIn the UK approximately 15% ofindividuals will “often” use the Internet tosearch for advice about health, medicines,or medical conditions.Approximately 60% will “sometimes” usethe InternetJust 25% will “never” use the Internet as asource for information. (Source: Bupa Health Pulse, 2010).
  • 5. What are individuals searching for?
  • 6. Mobile searchFor many individuals their smartphone acts as apocket PC and extends their desktop experience.Search engines like Google are the most visitedwebsites via a smartphone (77% of individuals).In terms of what people are searching for – „News‟came up top – 57%, „Medical related information -26% and „Health & Fitness – 23%.The message is clear – make sure you can befound via mobile search (Source: Google/Ipsos OTX)
  • 7. The age of the “Digital Physician”86% of physicians have used the Internet to gatherhealth, medical, or prescription drug information.The Internet far exceeds other resources for gatheringhealth, medical, or prescription drug information: Training – 78% Peer Reviews Journals – 77% Pharmaceutical sales representatives – 77% Colleagues – 67% Books – 56% Health-related organization/association – 54% Magazines – 35% Video/DVDs – 20%
  • 8. Search engines are the top online resource for many physicians
  • 9. Physicians are searching for info on a variety of topics
  • 10. Physicians use the Internet round the clock in short bursts of time„Search‟ is a gateway to online healthinformation but also used throughout theresearch processPhysicians find what they are looking forusing „Search‟: Typically they are using threewords per search query; they do one searchand tend to only view the results on the firstpage. If they can‟t find anything relevant onthat front page then they refine their searchquery.
  • 11. Search Marketing TacticsSearch engine optimisation (SEO) Pay for click adverting (PPC) is anis the process of improving the agreement between a searchvisibility of a website or a web engine and a business thatpage in search engines via the enables them to place a small ad"natural" or un-paid ("organic" or on the right-hand side, or top left-"algorithmic") search results. hand side, of the results page, forSEO may target different kinds of certain, including image search, The number of other peoplelocal search, video search, targeting the category and searchacademic search, news search terms targeted will dictate howand industry-specific vertical much you will have to pay eachsearch engines. time someone clicks on one of your ads. Google has a number of restrictions around the promotion of certain types of healthcare products: /aw/bin/ =176031
  • 12. Tracking & measuring ROIUse tools like Google Analytics to trackwhere your visitors are coming from andwhich keywords drive the best qualityvisitors„Call analytics‟ technology enables you toreport on which keyword search, advert,referring website and click caused yourwebsite visitor to pick up the phone to callyou.
  • 13. Download the full white paperDownload the full white paper in: