Google Confidential and Proprietary 1Google Confidential and Proprietary 1The Digital Journey toWellness2012 Google/Compete ...
Google Confidential and Proprietary 2Google Confidential and Proprietary 2In today’s digital world,prospective patients are ...
Google Confidential and Proprietary 3Google Confidential and Proprietary 3DiagnosisTreatmentRecoveryThe Patient JourneySympt...
Google Confidential and Proprietary 4Google Confidential and Proprietary 4We sought to understand what influences hospitalcho...
Google Confidential and Proprietary 5Google Confidential and Proprietary 5Overview and MethodologyWe tracked hospitalresearc...
Google Confidential and Proprietary 6Google Confidential and Proprietary 6Prospective patients tell us digital mattersSearch...
Google Confidential and Proprietary 7Google Confidential and Proprietary 751%85%86%90%94%Recommended by friends and familyUs...
Google Confidential and Proprietary 8Google Confidential and Proprietary 8Online plays a significant role in the researchproc...
Google Confidential and Proprietary 9Google Confidential and Proprietary 9Before booking, patients put in time andconsiderat...
Google Confidential and Proprietary 10Google Confidential and Proprietary 10For patients who booked appointments, digitalcon...
Google Confidential and Proprietary 11Google Confidential and Proprietary 1123% booked in person56% called on phone21% booki...
Google Confidential and Proprietary 12Google Confidential and Proprietary 12After appointments, patients are spreading thewo...
Google Confidential and Proprietary 13Google Confidential and Proprietary 13Prospective patients tell us digital mattersSear...
Google Confidential and Proprietary 14Google Confidential and Proprietary 1477% of patients usedsearch prior to booking anap...
Google Confidential and Proprietary 15Google Confidential and Proprietary 15Search empowers patients, who leverage it for…GE...
Google Confidential and Proprietary 16Google Confidential and Proprietary 16Search drives more valuable visitors to hospital...
Google Confidential and Proprietary 17Google Confidential and Proprietary 17When patients see a paid search ad, they takeact...
Google Confidential and Proprietary 18Google Confidential and Proprietary 18Each patient creates a unique search pathPatient...
Google Confidential and Proprietary 19Google Confidential and Proprietary 1919%37%38%6%Search paths are highly diverse and c...
Google Confidential and Proprietary 20Google Confidential and Proprietary 20Share of patients that started on:Branded2 to 4 ...
Google Confidential and Proprietary 21Google Confidential and Proprietary 21Search paths continue primarily on non-brandedte...
Google Confidential and Proprietary 22Google Confidential and Proprietary 22Share of patients that started on:Branded2 to 4 ...
Google Confidential and Proprietary 23Google Confidential and Proprietary 23QueriesPatients who booked appointments conducte...
Google Confidential and Proprietary 24Google Confidential and Proprietary 24Prospective patients tell us digital mattersSear...
Google Confidential and Proprietary 25Google Confidential and Proprietary 25Patients are across all devices when researching...
Google Confidential and Proprietary 26Google Confidential and Proprietary 26While visitingfriend or familyat home23%While at...
Google Confidential and Proprietary 27Google Confidential and Proprietary 27Patient behavior differs across search and sitesR...
Google Confidential and Proprietary 28Google Confidential and Proprietary 28Patients who used a mobile device to researchwat...
Google Confidential and Proprietary 29Google Confidential and Proprietary 29… and are also more likely to schedule anappoint...
Google Confidential and Proprietary 30Google Confidential and Proprietary 30Prospective patients tell us digital mattersSear...
Google Confidential and Proprietary 31Google Confidential and Proprietary 31Online video is a pivotal component of hospitalr...
Google Confidential and Proprietary 32Google Confidential and Proprietary 32Patients seek video reviews and testimonials tol...
Google Confidential and Proprietary 33Google Confidential and Proprietary 33After watching online videos about a hospital,pa...
Google Confidential and Proprietary 34Google Confidential and Proprietary 34Online video drives patients to hospital sites,w...
Google Confidential and Proprietary 35Google Confidential and Proprietary 35Prospective patients tell us digital mattersSear...
Google Confidential and Proprietary 36Google Confidential and Proprietary 36Next questions to answer as a hospital marketerH...
Google Confidential and Proprietary 37Google Confidential and Proprietary 37Appendix
Google Confidential and Proprietary 38Google Confidential and Proprietary 38Methodology: Hospital Industry DefinitionsBrands ...
Google Confidential and Proprietary 39Google Confidential and Proprietary 39Methodology: Term Buckets1.  Hospital Branded: s...
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Digital journey to wellness

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Google study about online search for patients and hospitals

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Digital journey to wellness

  1. 1. Google Confidential and Proprietary 1Google Confidential and Proprietary 1The Digital Journey toWellness2012 Google/Compete Hospital Study
  2. 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. 3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3DiagnosisTreatmentRecoveryThe Patient JourneySymptomsSource: 2012 Google/Compete Hospital Study
  4. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 14. Google Confidential and Proprietary 14Google Confidential and Proprietary 1477% of patients usedsearch prior to booking anappointmentSource: 2012 Google/Compete Hospital Study
  15. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 37. Google Confidential and Proprietary 37Google Confidential and Proprietary 37Appendix
  38. 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. 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

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