Search Listening is an emerging insight mining technique that has been successfully leveraged in the consumer realm, however remains relatively unknown & thus under-utilized in Pharma. Search Listening is not social listening despite the fact that many confound the two, and it offers a significant evolution on traditional SEO/SEM.
Search Listening ‘reads’ the aggregated, real-world questions people submit to search engines
Patients ask Google what they are hesitant to ask their doctors; questions they are possibly embarrassed to share in focus groups or surveys. In fact, approximately 1 billion health related queries are submitted every single day - this is an enormous data-set which promises to reflect the questions of even the most rare of patients.
Search Listening delves beyond the curated, self-censored data returned in a Social Listening report, and provides context unavailable in a Google keyword review. The applications for healthcare are extraordinary; Search Listening reports offer unmatched insights into the questions patients are asking about brands and the diseases they are indicated to treat – in real time, with an ability to track changes in queries over time. Furthermore, it offers an opportunity to map online searches to the patient journey, as well as correlate this with the stages of grief as people reconcile with & process news of a serious diagnosis.
Our reports also reveal & examine the search results served up in response to the real-world longform search queries asked by your stakeholders. This is critically important to Pharma as for the first time we have visibility over the entire online Patient Information Experience (PiX), enabling us to prioritise which areas to address with a suitable online response – as well as identify sources of misinformation.
A profile on our work was published in Swipe Health's Digital Bytes, with Julia featured as their monthly Pharma IDOL (Industry Digital Opinion Leader). Read it here:
10/12/2020: Pharma In Focus Australia published a feature article about our application of Search Listening in Healthcare and the potential for this to transform the communication landscape for industry.
26/10/2020 Julia was invited to present her pioneering work on this topic to the Australian Pharma Industry. Her presentation, entitled ' The Power Of Search Listening To Really Define The Patient ' was highly commended.
1/12/2020 Julia also shared with US-based industry colleagues, how to apply 'Search listening as the cornerstone of a patient-centric strategy' . This topic was deemed 'a favourite' of the event.
Upcoming: Julia is joined by clinical trial expert Cheryl Keech as her co-host for this interactive roundtable session at the upcoming Reuters Clinical 2021 conference. They will explore how listening to patient search queries can inspire approaches to recruitment as well as manage the online narrative.
Julia was invited by Sophie Coley (Propellernet) & Hannah Harris from AnswerThePublic as a guest speaker to discuss the applications of #SearchListening in healthcare at this upcoming webinar (UK time zone - so great for antipodean early risers!).
A comprehensive Search Listening report takes considerable time to compile as there are many dynamics to map - for example the patient journey from symptoms, to diagnosis to treatment as well as evaluating the quality of the Patient Information Experience (PiX). But sometimes a quick glance can also give you a glimpse of the dynamics - so here is a trial of our magic tool, Answer The Public - use the QR code to take a quick look at what patients are asking in your category today.