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 involves analyzing 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.
Brand Medicine International CEO, Julia Walsh, is among the first to mine Search Data for strategic insights in health. Her unique approach examines the whole information experience, following real-world questions on a topic through to the answers served back to the patients (and HCPs!) who generated the query.
Julia presented her pioneering work as a presentation ('The Power of Search Listening To Really Define The Patient') to the Australian Pharma Industry at Reuters Pharma Australia.
26/10/2020
Presentation to Australian Medical Association National Conference 2021 on the topic of regulatory reform for publishing content about prescription medications online - using evidence gathered by search listening to drive the case.
Our article in Medhealth Outlook discusses why people turn to search engines throughout their patient journey, why this can cause issues in their disease management and how to improve our approach to the exchange of healthcare information so that it is more patient-centric.
20/11/2021
Julia hosted an interactive roundtable session at the Reuters Clinical 2021 conference. She explored how listening to patient search queries can inspire approaches to recruitment as well as manage the online narrative for emerging therapies during the trial phase.
Search Listening offers an unrivaled approach to reveal insights that can inform brand strategy, craft messaging & inspire tactical planning.
An enormous proportion of information exchanged between key stakeholders in all categories occurs online - is this a blind spot in your plan, or are you ready to start listening?
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