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  • 1. A Proposal for Sponsored Links Connecting Consumers to Important Health Information November 2009 Mary Ann Belliveau, Director, Health, Google Amy Cowan, Head of Industry, Health, Google Google Proprietary 1
  • 2. Agenda 1 Online for Health Information 2 Role of Sponsored Links 3 Google’s Proposed Sponsored Link Ad Formats Google Proprietary 2
  • 3. Search Engines Provide Access to Useful Health Information 4.6B 111M Searches on Individuals Searched Using Health Keywords Health Keywords Google Proprietary 3 Source: Patient Pathway Study, Google & comScore, April 2008; comScore Behavioral Data, Total Internet Users, Oct-Dec 2007, (27,404)
  • 4. Access to Information Can Improve Public Health Google Proprietary 4
  • 5. Health Condition Queries are Growing Exponentially Source: Google Internal Data; 3X growth from 2006-2009 Google Proprietary 5 Graph includes all “Health-Condition” queries EXCLUDING all “swine flue” and “h1n1” terms.
  • 6. Online Health Information Impacts Behavior Activities Conducted Due to Information Gathered Online Spoke with a doctor 36% Changed behavior / 21% lifestyle Scheduled a doctor's 15% appointment Made a self-diagnosis 11% Used another resource to gather more information 10% Tried alternative treatment 7% Started over-the-counter 7% medication 0% 5% 10% 15% 20% 25% 30% 35% 40% Question: Again, thinking about your most recent [CONDITION]-related question or concern, what did you/they do because of the [CONDITION] information you gathered online? Please select all that apply. More than one answer was allowed. Base: All Qualified Respondents (n=4,224) Google Proprietary 6 Source: Harris Interactive, “Online For Health:; The Impact of Online Behavior on Healthcare Decisions,” 2007
  • 7. Agenda 1 Online for Health Information 2 Role of Sponsored Links 3 Google’s Proposed Sponsored Link Ad Formats Google Proprietary 7
  • 8. Google is Go-To Source for Health Info Sponsored “Paid” Advertising Advertisers can bid on these positions Organic “Natural” Search Results Cost free: results are based on Google Google Proprietary 8 ranking algorithm of relevance to search query
  • 9. Impact of FDA Letters on Sponsored Links Before LED TO Arbitraer.com After BOTH LEAD TO Arbitraer.com Google Proprietary 9
  • 10. Post NOV Search Ads are Less Transparent and Relevant Auction Dynamics Pre & Post FDA Letters in Health Conditions Category CTR Source: Google Internal Data, US Search aggregate trending of Pharmaceutical brand terms Google Proprietary 10 CTR: Click-through rate
  • 11. Agenda 1 Online for Health Information 2 Role of Sponsored Links 3 Google’s Proposed Sponsored Link Ad Formats Google Proprietary 11
  • 12. Proposed Standard for Product Claim Sponsored Links This additional “More Info” link will direct to risk information Headline will link to designated landing “Warning:” is fixed & cannot be page, such as the modified; the remaining 62 homepage characters can be modified Google Proprietary 12
  • 13. Proposed Standard for Black Boxed Sponsored Links zinaxa Depression About Zinaxa & Depression Zinaxa Information Headline will link to The “safety & prescribing” This additional “More Info” link will designated landing statement is fixed & cannot be direct to risk information page, such as the modified homepage Google Proprietary
  • 14. Thank You. Google Proprietary 14