What We Really Ask Dr. Google
Dr Google: Our questions revealed.
Even though people ask search engines over a billion health-related questions every day, the influence of what they discover on the broader healthcare ecosystem is not yet fully understood.
Search engines are the modern hearth around which information is exchanged. For patients, searching online for health advice is a well-entrenched habit; for doctors, ‘googling’ is a quick way to confirm a hypothesis or stay up to date. The quality of information offered online as people exchange questions for health advice has real-world implications, because it can define the narrative for a category and influence offline behaviour. An innocent query answered with misinformation can delay a diagnosis, undermine compliance with what would have been an effective treatment for a manageable disease, or deter a doctor from prescribing a medication.
Until now, the exact questions people ask, and the information served back to them, has been concealed in a blind spot of the digital communication landscape. Search Listening is poised to change that by illuminating this final frontier of the digital landscape, to map real-world queries to actual search engine results, offering unrivalled strategic insights.
Julia Walsh, aka ‘The Search Listener’, takes readers on a journey of exploration to understand the online information experience of patients – and doctors. This book presents her unique methodology for studying aggregated, anonymous health-related search queries and the associated search engine results pages. Julia’s conviction is that, in time, Search Listening will be adopted as a foundational tool to inform genuinely customer-centric brand strategy across the pharmaceutical industry.
Grab your copy of this definitive guide to understanding the online information experience for patients and healthcare professionals and how this influences the healthcare ecosystem.
If you are a patient, this book offers powerful considerations on how the way you ask questions defines your Patient Journey. It will encourage you to be more discerning about the information you read online, to help you stay on track and manage your condition for a more positive outcome.
If you are a healthcare professional, What We Really Ask Dr. Google offers insights into the kind of information and emotional reassurance your patients need. The digital allied healthcare provider is here to stay; this guide offers unique insights to help you understand and manage the unsolicited influence of this virtual, multidisciplinary team member.
If you work in the pharmaceutical or biotech industry, this essential guide to Search Listening is poised to catalyse the long-overdue paradigm shift that will finally put patient and healthcare professional stakeholders at the heart of how we create content. This book is designed to help you be among the first to understand this emerging discipline.
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