This summary of our full length white paper aims to help CEOs, Directors, Marketing & Product Managers within Pharma, Medical Devices and Healthcare markets understand all the different elements and business benefits of ‘Search' and the Search Engines Marketing & Optimisation and how they can be applied to individual businesses to help reach and interact with their target audiences. The full white paper is available as a PDF, Kindle or iPhone/iPad download from: http://www.geneticdigital.co.uk/white-papers/

1. By Damon Lightley
Genetic Digital
Download the full white paper from:
www.geneticdigital.co.uk/white-papers/

2. Growth in Search Marketing
Search marketing represents the largest
share of the interactive marketing mix at 60%
Investment in search continues to grow every
year as more marketers move budget from
other marketing initiatives
Source: Forrester Research
Search engine optimisation (SEO) is a key
area of focus for many marketers with SEO
budgets expected to rise 20% in 2011
Source: Marketing Sherpa‟s latest Search Marketing Benchmark.

3. It‟s all happening online
In the US the number one most trusted source of
information is physicians (62%).
The second most trusted source is the Internet
(57%).
In Europe these figures are 85% for physicians
and 75% for Internet - (Source: OTX, 2010).
Most pharma & healthcare companies save only
2-3% of their marketing budgets for digital and
search engine marketing will probably get
somewhere in the region of 2-3% of that digital
budget.

4. We “Google” health related keywords
In the UK approximately 15% of
individuals will “often” use the Internet to
search for advice about health, medicines,
or medical conditions.
Approximately 60% will “sometimes” use
the Internet
Just 25% will “never” use the Internet as a
source for information.
(Source: Bupa Health Pulse, 2010).

5. What are individuals searching for?

6. Mobile search
For many individuals their smartphone acts as a
pocket PC and extends their desktop experience.
Search engines like Google are the most visited
websites via a smartphone (77% of individuals).
In terms of what people are searching for – „News‟
came up top – 57%, „Medical related information -
26% and „Health & Fitness – 23%.
The message is clear – make sure you can be
found via mobile search
(Source: Google/Ipsos OTX)

7. The age of the “Digital Physician”
86% of physicians have used the Internet to gather
health, medical, or prescription drug information.
The Internet far exceeds other resources for gathering
health, medical, or prescription drug information:
Training – 78%
Peer Reviews Journals – 77%
Pharmaceutical sales representatives – 77%
Colleagues – 67%
Books – 56%
Health-related organization/association – 54%
Magazines – 35%
Video/DVDs – 20%

8. Search engines are the top online resource for many physicians

9. Physicians are searching for info on a variety of topics

10. Physicians use the Internet round the
clock in short bursts of time
„Search‟ is a gateway to online health
information but also used throughout the
research process
Physicians find what they are looking for
using „Search‟: Typically they are using three
words per search query; they do one search
and tend to only view the results on the first
page. If they can‟t find anything relevant on
that front page then they refine their search
query.

11. Search Marketing Tactics
Search engine optimisation (SEO) Pay for click adverting (PPC) is an
is the process of improving the agreement between a search
visibility of a website or a web engine and a business that
page in search engines via the enables them to place a small ad
"natural" or un-paid ("organic" or on the right-hand side, or top left-
"algorithmic") search results. hand side, of the results page, for
SEO may target different kinds of certain keywords.
search, including image search, The number of other people
local search, video search, targeting the category and search
academic search, news search terms targeted will dictate how
and industry-specific vertical much you will have to pay each
search engines. time someone clicks on one of
your ads. Google has a number of
restrictions around the promotion
of certain types of healthcare
products:
http://adwords.google.com/support
/aw/bin/answer.py?hl=en&answer
=176031

12. Tracking & measuring ROI
Use tools like Google Analytics to track
where your visitors are coming from and
which keywords drive the best quality
visitors
„Call analytics‟ technology enables you to
report on which keyword search, advert,
referring website and click caused your
website visitor to pick up the phone to call
you.

13. Download the full white paper
Download the full white paper from:
www.geneticdigital.co.uk/white-papers/
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