Healthcare Marketing Research & Survey Results
Posted on November 3rd, 2008 by Justin Seibert in Google Adwords, Healthcare Marketing, Microsoft adCenter, Online Marketing, Paid Search, SEM, SEO, Search Engines, Web Credibility, Yahoo Search Marketing
TAGS: differences in geotargeting features, google adwords, google alerts, harris interactive, healthcare surveys, Microsoft adCenter, online healthcare marketing, twitter, Yahoo Search Marketing
On Halloween, we cited some Harris Interactive research regarding how consumers like to find answers to their healthcare questions. We also asked you “What are the most used online resources to gather information on a health question / concern?” Probably a bit of a misleading question since some people answered what they used while others answered what they thought most people used.
Either way, the results of the survey and the actual data from HI after the jump.
Most Popular Online Resources for Healthcare – DOM Survey
Here’s how you voted:
- Health encyclopedia Web site – 52%
- Search engine – 28%
- General health related Web site – 7%
- Web site for a health-related organization – 7%
- Web site for a specific drug – 7%
- Other – 4%*
* One industrious commenter who likes to color outside the lines voted for a split among (in order): twitter, Google’s main page / Hakia.com, and Google Alerts.
Most Popular Online Resources for Healthcare – HI Research
- General health related Web site – 56%
- Search engine – 55%
- Health encyclopedia Web site – 18%
- Web site for a health-related organization – 15%
- Web site for a specific drug – 11%
- Other – 27%
Well of course you knew search engines had to be at or near the top if I were going to blog about it. This really stunned me, though, when I saw it. I wouldn’t have thought search engines would have been so close a #2 and probably would have guessed they’d be third below health encylopedia sites. And I’m still shocked people on average will go online for answers to their health care questions more often than they’ll consult a health professional. Ease of access and cost (free) certainly are two parts of that answer, though it’s probably a lot richer than that.
Your Takeaways
If you’re a healthcare provider or anyone in a related field, you must realize that people are primarily looking online for solutions to their health problems. Your site had better be plenty visible, especially with our friends at Google, Yahoo!, and Live.com (MSN).
Consider utilizing both an seo strategy and a paid search (or pay per click) program; each has its benefits and they’ll work better in tandem than separately: think 1+1=3.
Also, keep in mind that paid search campaigns can be customized on a geographical level all the way down to the city. Google AdWords, Yahoo! Search Marketing, and Microsoft adCenter allow you to select the geographic location of searchers by country, state, or metro area. Google also lets you pick a point on a map and draw a radius of your choosing.
That way, if you’re a top flight cancer center in Pittsburgh, you can choose to treat people from all over the world or nation. And a dentist in a small town in Ohio can choose just to show up in her city / county / service area so you don’t have to worry about paying for clicks from a searcher in Los Angeles.
Follow up to health care internet marketing survey & research results from Harris Interactive: http://tinyurl.com/6jx2go
Trackback by Justin Seibert on November 3, 2008
Guidepoint Global is a rapidly growing independent boutique research firm that provides customized primary research and consulting services to premier institutional investment firms, major consultancy groups, and pharmaceutical, biotech, and medical device companies. We provide our clients with customized tools to analyze the market via the knowledge and insight of the healthcare professionals that make up our proprietary Network of Advisors
The Healthcare Survey and Market Research Group produces comprehensive survey reports and conducts custom consulting projects for the healthcare focused community.
The Director of Surveys and Market Research will have the following primary duties:
· Manage complex survey and market research projects throughout the entire project life cycle. Tasks include: developing proposals; devising timelines and scheduling the project’s work; setting and monitoring the project budget; overseeing questionnaire and materials design; planning and executing data collection and delivery;, reporting costs and progress; organizing and supervising the day-to-day work of the survey team; creating and reviewing final deliverable; coaching junior staff members; and ensuring the client’s needs and project’s contract requirements are continually met.
· Research, identify, and recruit appropriate healthcare specialists for surveys or custom primary research projects.
· Conduct interviews with experts (including physicians, healthcare policy-makers, hospital administrators, medical directors, pharmacy directors, and industry executives)
· Create analysis plans, surveys, discussion guides and other research tools.
· Build and maintain relationships with healthcare professionals in our Network of Advisors.
· Develop new and manage existing client relationships
· Direct the strategic growth of the department
· Gather, interpret and synthesize large quantities of data from surveys into client-deliverable formats using Microsoft Excel, Word, and PowerPoint,
· Program and publish online surveys using in-house proprietary survey software in Visual Studio.
Requirements:
· Bachelor’s Degree–Master’s or higher in Life/Social science strongly preferred.
· Must be well versed with various therapeutic areas, biotech and pharmaceutical companies, clinical trials, drug approval procedures, and regulatory issues.
· Minimum of five years survey and market research experience in healthcare.
· Supervisory/management experience is required.
· Work experience in investment banking, strategy consulting, healthcare consulting, private equity, equity research, asset/portfolio management, is highly valued.
· A desire to work in a fast-paced, entrepreneurial environment.Outstanding written and verbal communication.please contact Priscilla Gulino at pgulino@guidepointglobal.com
Comment by Priscilla Gulino on December 3, 2008
@Priscilla – Really? I can’t believe you’d be so desperate in this job market as to spam comments with job postings.
I was just going to trash this comment, but while venting about how awful of an idea your “comment” was, a friend said I should “apply! tell them how well blog spamming works and that’s the kind of company you want to work for.”
So, instead, I have posted your comment and encourage anyone reading it to apply for your open position in that spirit.
Comment by Justin Seibert on December 3, 2008