Documente Academic
Documente Profesional
Documente Cultură
ACTIVE PARTNERS
in their medical journeys
Symptoms
Recovery
Diagnosis
Treatment
TV & Newspapers
Friends & Family Search & Web Content Mobile & Tablet Devices Online Video Physicians
We sought to understand what inuences hospital choice and what role digital plays in the journey
Source: 2012 Google/Compete Hospital Study Google Condential and Proprietary 4
We surveyed 533 hospital researchers in May and June 2012 to gain behavioral insights
*A conversion was dened as the following: booking an appointment, nding a doctor/location, and contacting a hospital
Source: 2012 Google/Compete Hospital Study Google Condential and Proprietary 5
Recommended by physician
Online
77% 76% 52%
Personal
Oine
Physician's Oce
TV
Magazines
Newspapers
48%
61%
XXXXXX
Source: 2012 Google/Compete Hospital Study Google Condential and Proprietary 9
Hospital Sites
83%
54%
50%
26%
10
After appointments, patients are spreading the word about their experiences
50%
12%
6%
12
13
15
Search drives more valuable visitors to hospital sites than other trac sources
43% of visits to hospital sites originate from a search engine
Searchers
unique visits
Non-Searchers
unique visits
22M
6M
conversion rate
4.4%
conversion rate
4.2%
conversions
958K
conversions
243K
16
17
18
Search paths are highly diverse and comprised primarily of symptoms and conditions terms
Treatments or procedures 6%
19% Branded
Symptoms or departments
38% 37%
Conditions or diseases
e.g. arthritis, cancer
19
Most paths begin with a non-branded term, when patients are in the early stages of research
Branded
20
Search paths continue primarily on non-branded terms towards the moment of conversion
Assisting Searches Last Search
21
Branded
Branded
22
Patients who booked appointments conducted 3x as many searches than those who didnt
4.5
Queries
Converted Online
15.3
20
23
24
desktop or laptop
98%
mobile phone
10%
tablet
8%
Roughly 1/3 of patients used tablets or mobile devices on a daily basis for research and/or to book appointments
25
61% 27%
While at work While visiting friend or family at home
While at home
20%
23%
16%
26
Compare oerings across facilities (26%) Discover brands I wasnt aware of (18%)
27
Patients who used a mobile device to research watch online videos in greater numbers Mobile Device Researchers Computer Only Researchers
10% 35% 65% 90%
No Yes No
Yes
28
and are also more likely to schedule an appointment Mobile Device Researchers
Scheduled an appointment
44%
34%
29
30
1 in 8 patients watched an
online 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 didnt watch hospital videos were unaware they existed
Source: 2012 Google/Compete Hospital Study Google Condential and Proprietary 31
Patients seek video reviews and testimonials to learn about hospitals and treatment options What they watch
43% Patient testimonials 32% Patient-generated content
Faces of Heart Diseases
32
33
Online video drives patients to hospital sites, where they are more likely to convert
35
Next questions to answer as a hospital marketer Have you covered all search paths? Do you have a mobile strategy? How are you leveraging your video assets?
Google Condential and Proprietary 36
Appendix
37
Conversions Schedule/Request Appointment Find a Location Find a Doctor Contact Us Refer a Patient
39