Webinar Series / Episode 7

How to use search insight to have a positive impact on health

Special guest

Mark Williams-Cook
Julia Walsh, CEO

Brand Medicine International

Hosted by

Watch the recording (59 mins)

What’s the webinar about?

As many times as we’re told: ‘don’t Google it’ when it comes to concerns around health, search engines are often the first place we go to seek information.

How many times have you typed something into Google that you haven’t told your partner or your best friend? Your doctor, or a healthcare professional?

We often turn to search engines as our first port of call when we think there is something wrong, have been diagnosed...or when we’re too embarrassed to speak to someone else.

  • Have I got ADHD?
  • Is it normal to bleed after sex?
  • What to do if you can’t sleep

Google plays a role across the entire patient journey.

We’re all very candid with search engines and for that reason, the data is incredibly valuable when it comes to understanding what’s truly going on in people’s heads.

However, the experience isn't always perfect for the patient.

Content published online by unqualified authors or those with an agenda opens the door to misinformation and scare-mongering. Here there is the opportunity for health professionals to answer patient questions to try and ensure they are getting the best possible information and advice.

Search listening reveals uncensored patient questions illuminating the blindspot in the healthcare landscape, and revealing the real online narrative around illness and treatments.

What you’ll learn:

  • How to understand people’s real thoughts and concerns about their health
  • Using this information to map patient journeys, and apply the right advice at the right time
  • Examining the patient information experience and measuring its value
  • Practical search listening skills that you can use straight away using tools like AnswerThePublic