Across Health recommends: Connecting with physicians online (Google)
In this free presentation, Google provides us with some great stats on the online usage patterns for HCPs, and (of course) key insights into how and where (look at mobile!) physicians search for medical and product information online.
Unsurprisingly, search engines remain the top online resource, but direct traffic to product & other pharma sites is encouragingly high too…and will only increase over time.
For the search engine marketers among us, it is important to note that the “long tail” effect also exists with physicians: a paltry 10% of searches are done with one keyword, and over 65% of searches have 3 or more words. This again underpins the importance of having search engine marketing done by professionals to capture the “long tail”. Indeed, next to the quantitative argument, there is also a quality one: Across Health research confirms that long-tail searchers are more engaged than searchers who only use one keyword.
For these and other interesting tidbits, we recommend you download the full deck here.
Written by Fonny Schenck
