Jye Hainsworth, Senior Industry Manager at Google, presented on Healthcare in the Age of Assistance at Mumbrella’s Health Marketing Summit.

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Healthcare
in the Age of Assistance
Jye Hainsworth August 23 2018 Mumbrella Health Marketing Summit

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Age of
Assistance

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4. Proprietary + ConfidentialManhattan Research 2014 Google Custom Study
86% of users go online
when experiencing new symptoms…
+30%
61%
(+20% YoY)

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6. Proprietary + ConfidentialSource: Google Data,, Jan - Jun 2015 vs. Jan - Jun 2017.
best physician best fitness appbest toothbrush
best diet
+156%
best hospital
+180% +105% +101%
+203%
best health insurance
+43%

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SUPER-EMPOWERED
CONSUMER

8. Curious
Impatient
Demanding

9. Curious
Impatient
Demanding

10. Proprietary + ConfidentialGoogle / Ipsos Connect, Jan. 2018, Playbook Omnibus 2018, n=1,604 US online smartphone users, A18+
Nearly
smartphone users are not
certain of the specific brand
they want to buy when they
begin looking for information
online.
9 10in

11. Proprietary + ConfidentialSource: Google Data, AU, 2014-2015 vs 2016-2017 ‘is health insurance worth it?’ related terms
64%
Searches similar to
'is health insurance worth it?'
grew over

12. Proprietary + ConfidentialSource: Google Data, AU, 2014-2015 vs 2016-2017 ‘worst health insurance’ related terms
450%
Conversely, ‘worst health
insurance' terms grew
over

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This winter flu related queries
grew by over
40%
Source: Google Data, AU, 2015-2016 vs 2017-2018 ‘flu vaccine’ related terms

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People searching for “listeria”
related terms in July spiked by over
1000%
Source: Google Data, AU, 2017 vs 2018 ‘listeria’ related terms

15. Curious
Impatient
Demanding

16. Proprietary + ConfidentialGoogle / Ipsos Connect, Jan. 2018, Playbook Omnibus 2018, n=1,604 US online smartphone users, A18+
of smartphone users agree
they look for the most relevant
information regardless of the
company providing the information.
(significantly higher YOY)
74%

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Mobile searches for
“___ for me” have grown
99%over the past 2 years.
Source: Google Internal Data 2015 VS 2017

18. Proprietary + ConfidentialSource: Google Data, AU, 2014-2015 vs 2016-2017 ‘cancel health insurance’ related terms
doubled
Terms related to
'cancel health insurance' or
“switch PHI provider” have

19. Curious
Impatient
Demanding

20. Proprietary + ConfidentialGoogle / Ipsos Connect, Jan. 2018, Playbook Omnibus 2018, n=1,604 US online smartphone users, A18+
Smartphone users are
significantly more likely now
than a year ago to purchase
from companies whose mobile
sites or apps allow them
to make purchases quickly.

21. Proprietary + ConfidentialSource: Google Data, US, Jan - June 2015 vs. Jan - June 2017
85%
Mobile searches for 'where
to shop' and 'where to buy'
have grown by more than
over the past 2 years

22. Proprietary + ConfidentialGoogle Data, US, July-Dec 2015 vs. July-Dec 2017
Mobile searches for
"Open" + "now" + "near me"
have grown by over
200%over the last two years.

23. Curious
Impatient
Demanding

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is the new
ASSISTANCE
BATTLEGROUND
FOR GROWTH

25. “Experts in the field
thought A.I. was 10
years away from
achieving this [win in
Go].”
Elon Musk
“Machine learning is a
core, transformative
way by which we’re
rethinking how we’re
doing everything.”
Sundar Pichai, Google CEO

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Making products more
useful
Helping others innovate Solving for humanity’s
big challenges
Google’s mission is to make the benefits of Artificial
Intelligence available to everyone

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Making products more
useful
Helping others innovate Solving for humanity’s
big challenges
Google’s mission is to make the benefits of Artificial
Intelligence available to everyone

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Providing developer and businesses with AI
tools

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Making products more
useful
Helping others innovate Solving for humanity’s
big challenges
Google’s mission is to make the benefits of Artificial
Intelligence available to everyone

30. India has a shortage of
127,000 eye doctors.
45% of patients suffer vision
loss before diagnosis.

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Healthy Diseased
Hemorrhages
No DR Mild DR Moderate DR Severe DR Proliferative DR

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C. Early model prediction
Sentinel lymph
nodes
Detecting breast
cancer

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1. We’re dealing with a super-empowered consumer
Key takeaways...
3. Find ways to use AI in your community to help solve challenges
2. Understand your consumer journey and remove pain points

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Thank you
JyeHainsworth@google.com

36. Proprietary + ConfidentialSource: Google Data, AU, 2014-2015 vs 2016-2017 ‘public vs private health insurance’ related terms
51%
'public vs private health
insurance' terms grew
over

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Searches for “my health record opt out”
have skyrocketed by more than
7000%
Source: Google Data, AU, 2017 vs 2018 ‘my health record opt out’ related terms

38. Proprietary + ConfidentialSource: Google Data Jan - June 2017 vs. Jan - Jun 2015. US
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While mobile searches for “near me” terms for
physio / doctor / chiro / massage
have grown
+300%

39. Progressive Anticipates
Customers’ Needs for Every Moment
Method
1. Built experiences that met
needs in the moment (e.g.
getting a quote, accessing
insurance ID cards, filing a
claim or checking on a
claim status)
2. Improved submission flow by
reducing the number of steps
7x
increase in customers
filing a claim via
mobile
+35point increase in
claim completion
Refined mobile customer experience
to streamline transactions and
ensure customers’ needs are met in
the most relevant moment.

40. Walgreens Understands a Useful App
Creates More Valuable Customers
Method
1. App lets customers refill
prescriptions via SMS or a
barcode scan
2. Launched “web pick-up”
feature to order by phone and
pick up in-store
6X
shoppers who use the
app spend 6X more than
shoppers who don’t
2Xmore mobile app
downloads
Walgreens understands a useful app
creates more valuable customers.