Successfully reported this slideshow.
The rise of online content control in healthcare                                       Anthony Staresinic, PharmD
   Process of finding web pages and web page    content on the internet using an internet    search engine     Requires ...
“understands exactly what you mean andgives you back exactly what you want.”                     Larry Page, Google Co-fou...
   Affects only organic    search results and n0t    ‘paid’ or ‘sponsored’    results   Process of improving a    websit...
http://www.buzzom.com/2009/09/google-continues-to-be-the-search-engine-leader-with-huge-margins/ Accessed on January 4, 20...
   Google is a publicly traded company that has a fiduciary responsibility    first and foremost to it’s shareholders and...
Health information is obviously an important category of information users are looking  for. For this health search featur...
   National library of medicine drug content is supplied by the    American Society of Health System Pharmacists
http://sirensong.sireninteractive.com/search-engine-marketing/google-starts-editing-drug-results/ Accessed on January 4, 2...
 Utilized a modified online crowd-sourcing approach    Ambulatory PRN list from American College of Clinical     Pharmac...
   National Library of Medicine result was always first   Wikipedia was always second   RxList was always third
   Sponsored Ad was always the same   The link takes you to the Phillips patient self-testing   One screen sh0t did not...
   Physicians Plus Insurance result was always first   Montana Medicaid was always second   Wellmark was always third
   Sponsored Ad was always the same   One submission did not present any ads on top   Another one presented an addition...
 Identical display of search results observed for  both searched terms Unintended consequences of altruistic intention i...
The internet and healthcare consumer interaction draft
The internet and healthcare consumer interaction draft
The internet and healthcare consumer interaction draft
Upcoming SlideShare
Loading in …5
×

The internet and healthcare consumer interaction draft

265 views

Published on

  • Be the first to comment

  • Be the first to like this

The internet and healthcare consumer interaction draft

  1. 1. The rise of online content control in healthcare Anthony Staresinic, PharmD
  2. 2.  Process of finding web pages and web page content on the internet using an internet search engine  Requires the web page creator to assign their web content with keywords or terms (tags or metadata) to allow search engines to locate the page when a searcher uses the same or similar terms
  3. 3. “understands exactly what you mean andgives you back exactly what you want.” Larry Page, Google Co-founder
  4. 4.  Affects only organic search results and n0t ‘paid’ or ‘sponsored’ results Process of improving a website’s visibility to search engines through strategic organizing and programming of the web- page Companies and consultants selling their ability to improve website rankings
  5. 5. http://www.buzzom.com/2009/09/google-continues-to-be-the-search-engine-leader-with-huge-margins/ Accessed on January 4, 2012.
  6. 6.  Google is a publicly traded company that has a fiduciary responsibility first and foremost to it’s shareholders and increasing shareholder wealth
  7. 7. Health information is obviously an important category of information users are looking for. For this health search feature we decided to offer users one source each from a governmental health agency, a medical institution, and a commercial site. We’ll study how users like these choices and continue to iterate. None of these sites is paying any money to Google to be included in the feature. Google is 100% committed to ranking websites objectively to provide the most relevant information to users. Websites cannot pay for higher search rank. Roni Zeiger of Google Healthhttp://e-patients.net/archives/2010/01/health-sites-some-are-more-equal-than-others.html. Accessed on January 4, 2012.
  8. 8.  National library of medicine drug content is supplied by the American Society of Health System Pharmacists
  9. 9. http://sirensong.sireninteractive.com/search-engine-marketing/google-starts-editing-drug-results/ Accessed on January 4, 2012
  10. 10.  Utilized a modified online crowd-sourcing approach  Ambulatory PRN list from American College of Clinical Pharmacy was solicited to participate in a standardized search experiment  Used the same search terms on the same day and roughly the same local time (topics chosen based on personal interest of researcher)  warfarin  pradaxa prior authorization  18 individuals submitted results of their search  All U.S. time zones represented in search exercisehttp://www.youtube.com/watch?v=Buyub6vIG3Q Accessed on January 4, 2012.
  11. 11.  National Library of Medicine result was always first Wikipedia was always second RxList was always third
  12. 12.  Sponsored Ad was always the same The link takes you to the Phillips patient self-testing One screen sh0t did not present any ads on top One screen shot presented an additional ad
  13. 13.  Physicians Plus Insurance result was always first Montana Medicaid was always second Wellmark was always third
  14. 14.  Sponsored Ad was always the same One submission did not present any ads on top Another one presented an additional ad
  15. 15.  Identical display of search results observed for both searched terms Unintended consequences of altruistic intention in controlling first page results in healthcare information  Lack of transparency in criteria for prioritizing content  What site will be 4th, 5th, 6th and so on  Hidden biases and conflicts in content providers  Sharing of website analytics with third parties Controlled display of first page results is controversial and remains unresolved

×