Google Proprietary 1 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
Google Proprietary 1
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
Google Proprietary 22
1 Online for Health Information
2 Role of Sponsored Links
3 Google’s Proposed Sponsored Link Ad Formats
Agenda
Google Proprietary
Search Engines Provide Access to Useful Health Information
3
4.6B 111MSearches on
Health KeywordsIndividuals Searched Using
Health Keywords
Source: Patient Pathway Study, Google & comScore, April 2008; comScore Behavioral Data, Total Internet Users, Oct-Dec 2007, (27,404)
Google Proprietary 44
Access to Information Can Improve Public Health
Google Proprietary 5
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.
Google Proprietary 6
36%
7%
7%
11%
15%
21%
10%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Started over-the-counter
medication
Tried alternative treatment
Used another resource to
gather more information
Made a self-diagnosis
Scheduled a doctor's
appointment
Changed behavior /
lifestyle
Spoke with a doctor
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)
Online Health Information Impacts Behavior
Activities Conducted Due to Information Gathered Online
Source: Harris Interactive, “Online For Health:; The Impact of Online Behavior on Healthcare Decisions,” 2007
Google Proprietary 77
1 Online for Health Information
2 Role of Sponsored Links
3 Google’s Proposed Sponsored Link Ad Formats
Agenda
Google Proprietary 8
Google is Go-To Source for Health Info
Organic “Natural” Search Results
8
Sponsored “Paid” AdvertisingAdvertisers can bid on these positions
Cost free: results are based on Googleranking algorithm of relevance to search query
Google Proprietary 9
Impact of FDA Letters on Sponsored Links
Before
Arbitraer.com
After
9
BOTH LEAD TO
LED TO
Arbitraer.com
Google Proprietary 10
CTR
Auction Dynamics Pre & Post FDA Letters in Health Conditions Category
Source: Google Internal Data, US Search aggregate trending of Pharmaceutical brand terms
CTR: Click-through rate
Post NOV Search Ads are Less Transparent and Relevant
Google Proprietary 1111
1 Online for Health Information
2 Role of Sponsored Links
3 Google’s Proposed Sponsored Link Ad Formats
Agenda
Google Proprietary 12
Proposed Standard for Product Claim Sponsored Links
This additional “More Info” link will direct to risk information
Headline will link to designated landing page, such as the homepage
“Warning:” is fixed & cannot be modified; the remaining 62 characters can be modified
Google Proprietary
Proposed Standard for Black Boxed Sponsored Links
zinaxa
About Zinaxa & Depression
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
Google Proprietary 14
Thank You.