Exploring Patient Journeys and ‘Dr. Google’
About the Webinar
There are over 1 billion health-related queries typed into search engines like Google every single day.
From vaccine-related searches like: ‘rash on arm after covid vax’, to queries like: ‘what stage is my breast cancer’, we can all think of a time when we’ve turned to ‘Dr. Google’ for information, advice, or reassurance - whether it comes to our own health, or that of a loved one.
We’re all patients, and we’re all very candid with search engines - which are often our first port of call when we think there is something wrong, have been diagnosed...or when we’re too embarrassed to speak to someone else.
For that reason, Search Listening is incredibly valuable when understanding what’s truly going on in people’s heads when it comes their health.
By tapping into search data we can understand the patient perspective, as people undertake their own private consultations online.
Understanding the dynamics of how this exchange of questions for health advice influences the broader healthcare ecosystem, is key to a responsive future-proofed strategy.
In this webinar, we’ll explore how Search Listening offers healthcare marketers the opportunity for a paradigm shift away from a brand-centric ‘push’ strategy to a patient-centric ‘pull’ approach.
This session is relevant to everyone - whether or not you work in a health-related field. You’ll understand how to be more discerning about how you turn to the internet for health-related information, and convert those questions into advice that you can act on.
What you’ll learn:
How the customer journey becomes the patient journey in healthcare
How ‘Dr. Google’ is consulted by patients, and the influence this has on what they do
How the stages of grief experienced by patients as they come to terms with a disease, influences how they respond to online content
Practical Search Listening skills you can use right away, using tools like AnswerThePublic
Hannah Harris, AnswerThePublic.com
Sophie Coley, SearchListening.com
Julia Walsh, Brand Medicine International