A Proposal for Sponsored Links Connecting Consumers to Important Health Information November 2009 Mary Ann Belliveau, Director, Health, Google Amy Cowan, Head of Industry, Health, Google
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Agenda
1 Online for Health Information 2 Role of Sponsored Links 3 Google’s Proposed Sponsored Link Ad Formats
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Search Engines Provide Access to Useful Health Information
4.6B Searches on Health Keywords
111M Individuals Searched Using Health Keywords
Source: Patient Pathway Study, Google & comScore, April 2008; comScore Behavioral Data, Total Internet Users, Oct-Dec 2007, (27,404)
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Access to Information Can Improve Public Health
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Health Condition Queries are Growing Exponentially
Source: Google Internal Data; 3X growth from 2006-2009 Graph includes all “Health-Condition” queries EXCLUDING all “swine flue” and “h1n1” terms.
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Online Health Information Impacts Behavior Activities Conducted Due to Information Gathered Online 36%
Spoke with a doctor Changed behavior / lifestyle
21%
Scheduled a doctor's appointment
15%
Made a self-diagnosis
11%
Used another resource to gather more information
10%
Tried alternative treatment
7%
Started over-the-counter medication
7% 0%
5%
10%
15%
20%
25%
30%
35%
40%
Question: Again, thinking about your most recent [CONDITION]-related question or concern, what did you/they do because of the [CONDITION] information you gathered online? Please select all that apply. More than one answer was allowed. Base: All Qualified Respondents (n=4,224) Google Proprietary Source: Harris Interactive, “Online For Health:; The Impact of Online Behavior on Healthcare Decisions,” 2007
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Agenda
1 Online for Health Information 2 Role of Sponsored Links 3 Google’s Proposed Sponsored Link Ad Formats
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Google is Go-To Source for Health Info Sponsored “Paid” Advertising Advertisers can bid on these positions
Organic “Natural” Search Results Cost free: results are based on Google ranking algorithm of relevance to search query
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Impact of FDA Letters on Sponsored Links
Before LED TO Arbitraer.com
After BOTH LEAD TO Arbitraer.com Google Proprietary
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Post NOV Search Ads are Less Transparent and Relevant
Auction Dynamics Pre & Post FDA Letters in Health Conditions Category
CTR
Source: Google Internal Data, US Search aggregate trending of Pharmaceutical brand terms CTR: Click-through rate
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Agenda
1 Online for Health Information 2 Role of Sponsored Links 3 Google’s Proposed Sponsored Link Ad Formats
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Proposed Standard for Product Claim Sponsored Links
Headline will link to designated landing page, such as the homepage
This additional “More Info” link will direct to risk information “Warning:” is fixed & cannot be modified; the remaining 62 characters can be modified
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Proposed Standard for Black Boxed Sponsored Links
zinaxa
Depression
About Zinaxa & Depression
Zinaxa Information
Headline will link to designated landing page, such as the homepage
The “safety & prescribing” statement is fixed & cannot be modified
This additional “More Info” link will direct to risk information
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Thank You.
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